Business finance - management wk 5 assignment

Week5Lecture.docx

Week 5 Lecture

In Week 5, a focus on advertising and public relations as important factors of the decision process impacting global marketing communications will be developed. Evaluating other aspects of promotion such as sales promotion, personal selling, and direct marketing as important parts of the global marketing communications decisions will be emphasized.

Bean-Melliger(2018) when discussing marketing communications focuses on such elements as traditional print, radio and television, direct mail and email, targeted internet advertising, social media marketing, professional websites, public relations and one-to-one marketing. For each element in the list a strategy for use must be developed. That includes budget allocation for the selected elements.

It should be noted that in selecting any of the eight marketing communication elements consideration must be given to how effective each element would be in selected international or global markets. Great consideration has to be given to the reach of the chosen marketing communication element.

When marketing products in other countries, Linton (n.d.) recommends properly using local languages, using recognized product names and product parts names, using written and verbal forms of communication that the local market is accustomed to and lastly knowing what marketing channels are best for reaching the customers of the selected country.

In considering global marketing communications decisions, the marketing team can benefit greatly from studying past international marketing blunders committed by highly successful companies and corporations. Below is a great video on key considerations when creating advertising that may be used globally:

Global AdvertisingLinks to an external site.

Advertising can be used in other countries to inform the targeted customer base about the company, its products and its services. Advertising can also be used as a tool for building good relationships between the customers in a country and the company wishing to reach those potential customers. By understanding the language or languages, the meaning of signs and symbols and also the customs of the targeted markets within a country the company can avoid making costly errors.

Also of great importance are the company’s efforts to develop sales promotions and to have staff engage in personal selling efforts as a manner of communicating in global markets. Such efforts must be designed to promote the products and services of the company while using pricing strategies along with other promotional efforts.

In the virtual world being able to communicate product offerings and service offerings is made somewhat easier because language translators can be used on the company website to translate company offerings from one language into many languages (Rampton, 2017). Of course, local commercials may be used along with having a fully staffed sales team residing in each country that the company decides to offer its products and services in. Company leaders must make decisions about hiring local talent to handle sales efforts. Doing so can facilitate greater understanding between the company and the customers in each country.

As the marketing team considers the best way to impact its customers and potential customers, great consideration must also be given to how the company can leverage the use of digital technologies to more effectively and efficiently. The Australian Government (2018) has noted that the pace of change involving digital technology is impacting the world of work.

Every company and organization must consider how to take advantage of the digital revolution on a continual basis.

References

Australian Government (2018). The impact of the digital revolutionLinks to an external site.. https://www.dta.gov.au/digital-transformation-strategy/impact-digital-revolution

Bean-Mellinger, B. (2018, November 21). 8 major elements of marketing communication & IMCLinks to an external site.. https://bizfluent.com/info-8361708-8-elements-marketing-communication-imc.html

Linton, I. (n.d.). Communication challenges in a global marketLinks to an external site.. Small Business Chronicle. https://smallbusiness.chron.com/communication-challenges-global-market-77861.html

Rampton, J. (2017, November 13). Sell globally – 15 tips for building your global growth strategyLinks to an external site.. Forbes. https://www.forbes.com/sites/johnrampton/2017/11/13/sell-globally-15-tips-for-building-your-global-growth-strategy/?sh=1097ad222af7

Valentine, A. (2013, March 8). Global advertisingLinks to an external site. [Video]. Youtube. https://www.youtube.com/watch?v=cEHArYiMpqg

image1.jpeg

WK5AssignmentIntegratedMarketingCommunications.docx

Integrated Marketing Communications

[WLOs: 1, 3] [CLOs: 4, 5]

Watch this video with Dr. Avisha Sadeghinejad, Program Chair for Marketing Programs. Transcript Download Transcript

Prior to beginning work on this assignment, review Chapter 13, Chapter 14, and Chapter 15 in the text. Also, watch the BUS622 Week FiveLinks to an external site. video with the Program Chair for Marketing Programs, Dr. Avisha Sadeghinejad.

Integrated Marketing Communication (IMC) Strategies

This assignment will be incorporated into your Week 6 - Final Paper. The purpose is to analyze an integrated marketing communication (IMC) campaign of the mentor company you selected in the Week 2 assignment.

Part 1

In the first part your assignment,

· Identify an IMC campaign for your mentor company (Airbnb).

· Choose at least four examples of that campaign across different types of media (e.g., TV, print advertising, digital ads, outdoor ads, social media ads, etc.).

· Choose at least one print and one digital.

· Provide a copy of the image you find or the URL link to the ad in your paper.

· Hint: To find ads, search the web, moat.com, or major advertising publications, such as Adweek, for articles about your brand’s ad campaign. Searching your company’s YouTube channel, Twitter account, Facebook page, or other social media platforms for recurring ad messages would be helpful too. Pay attention to find unified ads across various media.

· Analyze the ad in each medium.

· Describe how the medium’s unique characteristics is being used to display the ad.

· Explain what elements unify the campaign across different media to make it count as an IMC.

Part 2

Once you completed the previous steps, complete the following:

· Identify another marketing communication activity from your mentor company (Airbnb) other than advertising, such as sales promotion, sponsorship, product placement, personal selling, direct marketing, all of which were outlined in the reading.

· Describe the details.

· Provide a link to a visual component of the activity.

· Compare it to the IMC campaign you identified.

· Discuss to what extent they are aligned and would tell the same story for the brand.

· Discuss one strength and one weakness of this marketing communication activity.

The Integrated Marketing Communications paper

· Must be four to five double-spaced pages in text length (not including title, abstract, visuals, and references pages) and formatted according to APA style as outlined in the Writing Center’s  APA StyleLinks to an external site. as outlined in the Writing Center’s APA Formatting for Microsoft WordLinks to an external site. resource.

· Must include a separate title page with the following:

· Title of paper in bold font

· Space should appear between the title and the rest of the information on the title page.

· Student’s name

· Name of institution (The University of Arizona Global Campus)

· Course name and number

· Instructor’s name

· Due Date

· Abstract on Page 2 (if your instructor requests or leave blank)

· Page 3 starts with the Executive Summary

· Must use at least two scholarly sources in addition to the course text, and in addition to any citations for visuals (ads, maps, charts, diagrams, tables, pictures).

· The Scholarly, Peer-Reviewed, and Other Credible SourcesLinks to an external site. table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.

· Must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your PaperLinks to an external site. guide.

· Must include a separate references page that is formatted according to APA Style as outlined in the Writing Center. See the APA: Formatting Your References ListLinks to an external site. resource in the Writing Center for specifications.

Week5Lecture.docx

Week 5 Lecture

In Week 5, a focus on advertising and public relations as important factors of the decision process impacting global marketing communications will be developed. Evaluating other aspects of promotion such as sales promotion, personal selling, and direct marketing as important parts of the global marketing communications decisions will be emphasized.

Bean-Melliger(2018) when discussing marketing communications focuses on such elements as traditional print, radio and television, direct mail and email, targeted internet advertising, social media marketing, professional websites, public relations and one-to-one marketing. For each element in the list a strategy for use must be developed. That includes budget allocation for the selected elements.

It should be noted that in selecting any of the eight marketing communication elements consideration must be given to how effective each element would be in selected international or global markets. Great consideration has to be given to the reach of the chosen marketing communication element.

When marketing products in other countries, Linton (n.d.) recommends properly using local languages, using recognized product names and product parts names, using written and verbal forms of communication that the local market is accustomed to and lastly knowing what marketing channels are best for reaching the customers of the selected country.

In considering global marketing communications decisions, the marketing team can benefit greatly from studying past international marketing blunders committed by highly successful companies and corporations. Below is a great video on key considerations when creating advertising that may be used globally:

Global AdvertisingLinks to an external site.

Advertising can be used in other countries to inform the targeted customer base about the company, its products and its services. Advertising can also be used as a tool for building good relationships between the customers in a country and the company wishing to reach those potential customers. By understanding the language or languages, the meaning of signs and symbols and also the customs of the targeted markets within a country the company can avoid making costly errors.

Also of great importance are the company’s efforts to develop sales promotions and to have staff engage in personal selling efforts as a manner of communicating in global markets. Such efforts must be designed to promote the products and services of the company while using pricing strategies along with other promotional efforts.

In the virtual world being able to communicate product offerings and service offerings is made somewhat easier because language translators can be used on the company website to translate company offerings from one language into many languages (Rampton, 2017). Of course, local commercials may be used along with having a fully staffed sales team residing in each country that the company decides to offer its products and services in. Company leaders must make decisions about hiring local talent to handle sales efforts. Doing so can facilitate greater understanding between the company and the customers in each country.

As the marketing team considers the best way to impact its customers and potential customers, great consideration must also be given to how the company can leverage the use of digital technologies to more effectively and efficiently. The Australian Government (2018) has noted that the pace of change involving digital technology is impacting the world of work.

Every company and organization must consider how to take advantage of the digital revolution on a continual basis.

References

Australian Government (2018). The impact of the digital revolutionLinks to an external site.. https://www.dta.gov.au/digital-transformation-strategy/impact-digital-revolution

Bean-Mellinger, B. (2018, November 21). 8 major elements of marketing communication & IMCLinks to an external site.. https://bizfluent.com/info-8361708-8-elements-marketing-communication-imc.html

Linton, I. (n.d.). Communication challenges in a global marketLinks to an external site.. Small Business Chronicle. https://smallbusiness.chron.com/communication-challenges-global-market-77861.html

Rampton, J. (2017, November 13). Sell globally – 15 tips for building your global growth strategyLinks to an external site.. Forbes. https://www.forbes.com/sites/johnrampton/2017/11/13/sell-globally-15-tips-for-building-your-global-growth-strategy/?sh=1097ad222af7

Valentine, A. (2013, March 8). Global advertisingLinks to an external site. [Video]. Youtube. https://www.youtube.com/watch?v=cEHArYiMpqg

image1.jpeg

WK5AssignmentIntegratedMarketingCommunications.docx

Integrated Marketing Communications

[WLOs: 1, 3] [CLOs: 4, 5]

Watch this video with Dr. Avisha Sadeghinejad, Program Chair for Marketing Programs. Transcript Download Transcript

Prior to beginning work on this assignment, review Chapter 13, Chapter 14, and Chapter 15 in the text. Also, watch the BUS622 Week FiveLinks to an external site. video with the Program Chair for Marketing Programs, Dr. Avisha Sadeghinejad.

Integrated Marketing Communication (IMC) Strategies

This assignment will be incorporated into your Week 6 - Final Paper. The purpose is to analyze an integrated marketing communication (IMC) campaign of the mentor company you selected in the Week 2 assignment.

Part 1

In the first part your assignment,

· Identify an IMC campaign for your mentor company (Airbnb).

· Choose at least four examples of that campaign across different types of media (e.g., TV, print advertising, digital ads, outdoor ads, social media ads, etc.).

· Choose at least one print and one digital.

· Provide a copy of the image you find or the URL link to the ad in your paper.

· Hint: To find ads, search the web, moat.com, or major advertising publications, such as Adweek, for articles about your brand’s ad campaign. Searching your company’s YouTube channel, Twitter account, Facebook page, or other social media platforms for recurring ad messages would be helpful too. Pay attention to find unified ads across various media.

· Analyze the ad in each medium.

· Describe how the medium’s unique characteristics is being used to display the ad.

· Explain what elements unify the campaign across different media to make it count as an IMC.

Part 2

Once you completed the previous steps, complete the following:

· Identify another marketing communication activity from your mentor company (Airbnb) other than advertising, such as sales promotion, sponsorship, product placement, personal selling, direct marketing, all of which were outlined in the reading.

· Describe the details.

· Provide a link to a visual component of the activity.

· Compare it to the IMC campaign you identified.

· Discuss to what extent they are aligned and would tell the same story for the brand.

· Discuss one strength and one weakness of this marketing communication activity.

The Integrated Marketing Communications paper

· Must be four to five double-spaced pages in text length (not including title, abstract, visuals, and references pages) and formatted according to APA style as outlined in the Writing Center’s  APA StyleLinks to an external site. as outlined in the Writing Center’s APA Formatting for Microsoft WordLinks to an external site. resource.

· Must include a separate title page with the following:

· Title of paper in bold font

· Space should appear between the title and the rest of the information on the title page.

· Student’s name

· Name of institution (The University of Arizona Global Campus)

· Course name and number

· Instructor’s name

· Due Date

· Abstract on Page 2 (if your instructor requests or leave blank)

· Page 3 starts with the Executive Summary

· Must use at least two scholarly sources in addition to the course text, and in addition to any citations for visuals (ads, maps, charts, diagrams, tables, pictures).

· The Scholarly, Peer-Reviewed, and Other Credible SourcesLinks to an external site. table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.

· Must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your PaperLinks to an external site. guide.

· Must include a separate references page that is formatted according to APA Style as outlined in the Writing Center. See the APA: Formatting Your References ListLinks to an external site. resource in the Writing Center for specifications.

Business Finance - Management WK 5 Assignment

Week5Lecture.docx

WK5AssignmentIntegratedMarketingCommunications.docx

Week5Lecture.docx

image1.jpeg

WK5AssignmentIntegratedMarketingCommunications.docx

Week5Lecture.docx

image1.jpeg