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Integrated MarketIng CoMMunICatIons
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Supervisor, University, Integrated, Communications. 02 06 2014, 125012 characters equivalent to 52 pages. Tem Frank Andersen, Cand it Interaktive Digitale Medier. Aalborg University, Mathias Just S rensen, Internettet og nye digitale medier har ndret den m de kommunikation og interaction. foreg r i det moderne samfund Dette speciale omhandler hvordan denne ndring p virker. markedsf ring og hvordan markedsf ringsbranchen kan omfavne denne udvikling og bruge. den til deres fordel For at l se dette problem etableres et strategisk rammev rk under para. digmet for holistisk markedsf ring til brug under udv lgelsen og integration af mediekanaler. til markedsf ringskampagner, Specialet starter med at filosofere over internettet som en teknologi der konditionerer sam.
fundet omkring sig og derigennem ndrer forbrugsm nstre igennem Pierre L vy s arbejde. omkring cyberkulturer Dette g res for at danne et teoretisk fundament for antagelsen om at. digitale medier har ndret kommunikation i samfundet og derigennem har en indflydelse p. hvordan markedskommunikation skal gribes an, Specialet konkluderer at markedsf ring til den moderne forbruger skal skabe relationer. og fordre interaktion mellem virksomhed og m lgruppe og finder at digitale platforme kan. skr ddersyes til dette form l Dette findes gennem en analyse af forskellige markedsf ringste. oretikeres arbejde b la Kotler Keller og Wind Endvidere findes det n dvendigt at integrere. og m lrette markedsf ring kommunikationen endnu mere end det holistiske paradigme fore. skriver og integrere n dvendigheden af at skabe relationer i processen hvor mediakanaler. udv lges Dette g res ved at integrere branding teori og brand v rdi som kernen af enhver. For at teste validiteten af de fremsatte tanker foretages et case studie af en af marke. dlederne indenfor relations og emotionel markedsf ring Coca Cola Coca Cola s historie og. markedsf ringsteknikker unders ges og det fremsatte rammev rk testes ved at blive benyttet. som hoved analysev rkt j i en analyse af en af Coca Cola s seneste globale kampagner. Table of contents, Table of contents, Abstract v, Introduction 1. The internet 2, The problem statement 4, Methodology 5. The modern consumer 10, What is new media a definition 17. Marketing 18, Towards a new marketing paradigm 19, The idea of IMC 21.
The disciplines 23, The relationship between the disciplines 25. A note on customer based brand equity 28, Lovemarks 28. The strategic framework 29, ReasonsToBelieve 31, A brief history of the Coca Cola Company 32. Early marketing 32, Success with product innovation 34. New Coke 34, Table of contents, So was it a failure 36.
Modern Coca Cola 36, Coke from the inside 38, The strategy of ReasonsToBelieve 38. Conclusion 43, Discussion 45, On the methodology 47. Litterature 49, noitcudortnI t k m gnitekram, nuon ssam nuon. ro stcudorp gnilles dna gnitomorp fo ssenisub ro noitca eht. tseW eht gnisitrevda dna hcraeser tekram gnidulcni secivres. noitubirtsid dna gnitekram fo stra n re, ngiapmac gnitekram a refiidom sa. yub iracrem morf sutacrem nitaL morf hcnerF namroN olgnA aiv hsilgnE elddiM NIGIRO. 0102 nosnevetS, Introduction, marketing m k t, noun mass noun.
the action or business of promoting and selling products or. services including market research and advertising the West. ern arts of marketing and distribution, as modifier a marketing campaign. ORIGIN Middle English via Anglo Norman French from Latin mercatus from mercari buy. Stevenson 2010, Introduction, E ver since John Locke defined the right of private ownership as a mix of first occu. pancy and the moral significance of labour done Waldron 2012 and Adam Smith. theorised about the free market marketing has been an essential and driving force of western. economies and in extension of this western society In a society based on the basic principle. of private ownership of physical and intellectual properties the marketer wields immense. power as the foundations of societies are built on trading commodities. Marketing however doesn t shape societies as much as it is a reaction to fluctuations in said. societies and as a function of this marketing as a discipline has evolved with the society it re. sides in Take a look at commercials from 50 years ago compare them to adds made a decade. ago and then compare them to contemporary campaigns The marketers are alway trying to. capture the vibe of the time trying to predict and hop onto trends in society Marketing is very. much about being ahead of the curve about doing stuff that s cool before it s cool. This thesis is a take on the discipline of marketing and the role of the marketer from the. perspective of media studies As such the focus will be on the nature of the marketing com. munications channels with the internet as the central element This means that important. aspects of the marketers functions such a legal and financial issues will be omitted as the. purpose is to propose a framework for marketing communications with focus on tight inte. gration of marketing disciplines brand values and the company ideals All of this based on. the assumption that new media has changed the way consumers think act and interact with. marketing materials, The internet, The idea of the modern internet was born in the 1950 s and was meant to be a network. of connected computers that could be utilised by the American military for research purposes. This network was dubbed ARPANet and went live on the 29th of October 1969 at 11 30 PM. This first small step in networked computer mediated communications consisted of the send. ing of a 5 letter text string spelling login from a computer located at UCLA to a computer. at Stanford Unfortunately the connection between the terminals broke down during the test. having only transmitted the first 2 letters but it still marks the start of the ever connected. always transmitting society that exists today, The technology has evolved at an amazing speed since then and at the dawn of the. new millennium the internet became user centred with the advent of Web 2 0 and content. creation and sharing tools for the common internet consumer The internet has transformed. the way humans interact with each other and by doing so has changed the way people live. their lives within an internet based society This development has made the computer if de. fined as a connected device the super media of our time by being able to blend different. forms of media into one and yet remediate and present them in new ways changing both the. content and form of the contained information The way media is consumed has changed. with this revolutionary super media and it looks like the age of the mass media is coming to. and end Computer mediated communications has made the society polycentric rather than. monocentric it has many centres because of the ability of the digital networks to mediate. information from everyone to everyone regardless of physical position Every user of the. internet has the ability to create content and publish it for everyone else to see which means. that the rigid structure of content creators and content consumers dissolves as the borders get. Introduction, This has a profound effect on marketing as marketers has to adapt to this new scenario.
and need to learn how to harness this huge resource of creativity by creating relatable brands. that consumers wish to advertise for through their content creation. The premise of this dissertation is that marketing is a product of the society it exists. within and that the rapid evolution of media technology has changed the way consumers. consume media and therefore the way the are exposed to and relate to marketing This poses. a challenge for the marketer who have to adapt and change the channels used to communi. cate the marketing messages to the consumers Marketing campaigns are increasingly being. integrated so that the different disciplines are being intertwined to convey a single strategic. message This is dubbed Integrated Marketing Communications or IMC for short and is be. coming the de facto standard of how to do large scale campaigns in the advertising world But. marketers early integrate one campaign with another focussing more on current communica. tion objectives increase sales of product x for example than on the overall picture This thesis. has two objectives make it possible for marketers to integrate to do cross campaign integration. and incorporating digital marketing into the promotional mix This is done under the premise. that the disciplines can be blended even further together by making campaigns based in the. digital environment using the internet as the primary media and focusing on digital relations. in the process of creating brand equity thus moving away as the print tv ad as the main pillar. in advertising campaigns and making marketing more personal social and user centred The. goal is to combine a theoretical survey and creation of a strategic framework from these theo. ries with a case study on Coca Cola exploring how a successful brand implements a strategy. like this to validate the proposed framework by applying it to. The strategic framework proposed in this, thesis rearranges the marketing disci. plines into a formation based on, the closeness of their internal re. lationships incorporates online, marketing as its own discipline. and centres the communication, efforts around the core brand. values of the company These, core values are user generated and.
are likely to change at a slower rate, than marketing objectives if the. change at all This means that, campaigns based on this mod. el will have user centred core, messaging elements that are in. terconnected creating a holistic, model for integrated marketing strategy. Figure 1 The final proposed framework, Introduction.
The problem statement, The premise of this thesis is that the development of the internet has brought changes in. communications on a societal and even global scale and that this has an effect on persuasive. communications profound enough so that it needs to be incorporated into the planning on. marketing campaign on a strategic level This has lead to the formulation of the following. problem statement that has guided the work done throughout the process. What is the impact of digital media technology on marketing communications and. how can online marketing be incorporated in a generic strategic framework for holistic. marketing to the modern consumer, To answer this it is necessary to explore the idea of technology its impact on society and. how that relates to digital media Furthermore it is important to look at marketing basics. to construct a state of the art to build upon and to explore the relations between the two. domains Finally a discussion of the findings are key in uncovering the actual challenges that. arises from using a generic framework to plan marketing communications. Methodology, methodology m d l d i, noun pl methodologies. a system of methods used in a particular area of study or. activity a methodology for investigating the concept of focal. points mass noun courses in research methodology and. ORIGIN early 19th cent from modern Latin methodologia or French m thodologie. Stevenson 2010, Methodology, T he purpose of this dissertation is to explore the inclusion of online marketing as. a strategic discipline in marketing communications and to incorporate emotional. values into strategic marketing thinking The outcome of this exploration is to be a strategic. framework of how the different marketing disciplines can be integrated with each other This. framework is to serve as a strategic tool when integrating the communications efforts of a. campaign and also enable marketers to easily integrated multiple campaigns each each other. When the framework has been constructed through theoretical exploration a case study of. a company that seems to have embraced the approach to marketing that this thesis is devel. oping a strategic and holistic framework for Coca Cola will be conducted This will test the. proposed frameworks ability to strategically analyse marketing activities and by correlation its. ability to be used as a tool to create strategies Thus this thesis is mainly a theoretical project. containing some additional elements of a case based project to support the theoretical find. ings and improve the validity of the conclusions drawn from the theories The dissertation. is split into 3 major parts the theoretical discussion the case study and a discussion of the. viability of the digital IMC plan This structure means that different methodologies must be. used and blended together, From a philosophical standpoint the thesis approaches the generation of knowledge.
through hermeneutics The idea behind this is that throughout the process the knowledge that. is gained and the interpretations that is made will be utilised in the process going forward In. praxis this means that every time a conclusion is drawn it will become the foundation of the. next step in the process and the size of the knowledge pool created will expand because of it. In this case it is the development of a theoretical understanding of the domains that will ena. ble the development of a framework through a more and more specialised view of the subject. oping a strategic and holistic framework for Coca Cola will be conducted This will test the proposed frameworks ability to strategically analyse marketing activities and by correlation its ability to be used as a tool to create strategies Thus this thesis is mainly a theoretical project

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