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加拿大留学作业怎么写:营销传播

整合营销传播有很多好处,这也是为什么大多数公司似乎正在将他们的营销方式转变为这种方式的原因之一。整合营销方法的核心是营销传播计划或策略。这种策略的基础是使组织能够巩固其形象。在过去,公司会有不同的沟通策略,尤其是在公司发展或发布新产品的情况下。但是,在IMC的情况下,公司能够同时向消费者展示同样的形象。合并确保公司在必要的时候能够在竞争中生存下来,并且在公司希望改善与客户的关系的情况下,合并对公司也很有用。综合管理方法也将大大节省管理费用,因为它在过去可能会产生冗余成本。其次,一个更加统一的信息将有助于客户对公司有一个更连贯的信息。研究表明,消费者正在被大量的信息轰炸,因此有必要确保公司有一个统一的品牌信息。IMC能够确保这一点。

加拿大留学作业怎么写:营销传播
第三,当今大多数组织只关注营销的某些方面。他们可能会专注于使用社交媒体进行营销,或者基于直接邮寄等方式进行营销。一些传统的营销形式,比如门到门的营销,可能会受到冲击。在这种情况下,通过使用传统和非传统的营销方法,仔细链接的消息将以一种更好的方式传递给客户。研究表明,消费者心理图形学将影响他们对产品的选择。类似地,可以这样说,营销的使用应该迎合消费者的心理,只有这样,营销的信息才会触及消费者。在这种情况下,同一品牌过多的矛盾或不一致的信息会使消费者感到困惑。品牌在消费者心中的信誉下降。进一步不整合的沟通可能会稀释品牌信息,甚至是挑战消费者对品牌的长期品牌联系的品牌。

加拿大留学作业怎么写:营销传播

There are much benefits to integrated marketing communications and that is one reason most companies seem to be moving their marketing approach into this. At the core of the Integrated marketing approach IMC is the marketing communication plan or strategy. This strategy is based on enabling the organization to consolidate its image. In the past the company would have had different communication strategies, especially if the company was evolving or was releasing a new product etc. However, in the case of the IMC, the company would be able to simultaneously present the same image to its consumers. The consolidation ensures that the company can survive a competition if need be and it will also be useful for the company in the context where it wants to improve on its relationship with the customers. The integrated management approach will also save the management much in terms of redundant costs it would have incurred in the past. Secondly a much more unified message would help the customers have a more jointed message on the company. Research studies show that customers are being bombarded with a myriad of messages and hence it is necessary to ensure that there is a unified brand message for the company. IMC would be able to ensure this.

加拿大留学作业怎么写:营销传播
Thirdly most organizations in current times are focused on only some aspects of the marketing. They might focus on marketing using social media or marketing based on direct mail etc. Some forms of traditional marketing such as door to door sales marketing and more might take a hit. In this context the use of carefully linked messages making use of both traditional and nontraditional methods of marketing would reach across to customers in a far better way. Studies indicate that customer psychographics will affect how they make a choice towards a product. In a similar way it can be said that the use of marketing should appeal to the psychology of the consumer and only then the message of marketing would in fact reach out to the consumer. In this context, too many contradictory or inconsistent message of the same brand in different ways would tend to confuse the consumers. Credibility for the brand in the minds of the consumer goes down. Unintegrated communications further more might tend to dilute the brand message and even the brand which would challenge the long term brand association the consumer has on the brand.