1. Discuss various rating systems and media research useful for an IMC campaign.
2. Compare and contrast IMC campaigns for similar products...choose a product line and compare the campaigns. What was the most effective part of the campaign...the least effective and why?
3. Compare traditional media outlets (magazine, newspapers, etc.) to new outlets (YouTube, MySpace, SecondLife, Video games, Podcasts, blogs, cell phones, etc). How has this changed over the past five years? What changes might there be over the next five years?© BrainMass Inc. brainmass.com October 25, 2018, 1:33 am ad1c9bdddf
Today, many companies are going for the concept of IMC campaign (Gabrielsson & Daniel, 2002). There are many factors that lead the companies to use integrated marketing communication (Peter & Donnelly, 2002). Presently, due to the changes in the technology, the media research and rating system has been changed to create an effective IMC campaign (Belch, 1998). IMC campaign is the combination of various communication activities (Gabrielsson & Daniel, 2002).
The effectiveness of marketing campaign is evaluated through the degree of sending message to the receiver and the feedback of the receiver toward the company's services (Peter & Donnelly, 2002). As the world has become global the IMC campaign should be reachable to all the target customers without any delay (Kotler, 2002). The most effective IMC campaign should be based on internet technology (Gabrielsson & Daniel, 2002). This campaign would be able to communicate the message of the company for their products and services in all over the world. Some other media resources are print media, video, television, podcast, blogs, cell phone, picture messages, etc. (Kotler, 2002).
The ICM campaign introduced by LG for its mobile phone is completely based on the latest media technologies and strategies. This campaign shows more than 1000 motion picture screen to the consumers to attract them towards their products. In this picture they try to explain all the features of their product in an effective and easy manner (LG Launches Integrated Marketing and Advertising Campaign, ...
This solution discusses various questions regarding media research.
Consumer Behavior Article Review: Digital Video Recorders
The article you select must report a study related to the concepts we have studied thus far in Consumer Behavior and MUST come from one of the journals listed above. (If you submit an article from a journal that is not in the list above, you will receive no credit).
See attached article.
For the article review, you need to include each of the following sections:
-A complete bibliographical entry
-A description of the basic purpose or focus of the article and the research questions addressed in the study
-A description of the procedure used in the study
-The conclusions drawn from the study by the authors
-An analysis of the findings of the study
-An analysis of the value of this research
The review should be well written and well organized so that the ideas are clear, demonstrating clear understanding of the ideas. Your written assignment is intended to show your understanding of important concepts and discover how to sharpen your intellectual skills of analysis, synthesis, evaluation, and application. The intent of the written assignment is to provide an opportunity to more fully describe, explain, and analyze the books and other sources.
Must reference textbook: Consumer Behavior and Marketing Strategies Ninth Edition by J. Peter and Olson.View Full Posting Details