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integrated marketing communication case study pdf

These attributions, in turn, influence the strategy that an organization will use to lessen the damaging effects. 7). 2). What other messages could Domino’s have delivered? Levick (2009), in an online article for Bloomberg Businessweek, stipulated that “Domino’s not only demonstrated concern for its customers, but also an understanding of the critical importance of reaching out to a target audience on its own terms and in its own preferred space” (para. 2.4 What makes this story so compelling is the social media aspect of both the crisis itself and the strategy for managing the crisis. Malden, MA: Polity Press. . In this case, however, it was not stakeholder attributions that dictated Domino’s strategy, but rather it was the social medium in which the crisis occurred that shaped the company’s decision to respond on YouTube as well as its overall strategy. We won’t spam you. Schiller (2007) agrees that “Brands that get it right will be the ones that will use the same online tools as their customers” (p. 16). Chapter 1 Defining Marketing for the 21st Century Retrieved December 31, 2012, from http://adage.com/article/ad-review/advertising-domino-s-a-disservice-ads/141393, Gregory, S. (2009, April 18). Retrieved December 31, 2012, from http://www.businessweek.com/print/managing/content/apr2009/ca20090421_555468.htm, Oneupweb. The way in which companies communicate with stakeholders during a crisis event is rapidly changing with the 24-hour access provided by the Internet, Facebook, Twitter, and YouTube. This can have enormous positive or negative impacts for organizations involved in crisis management, including but not limited to the inability of boundary spanners to monitor the vastness of this space; malicious users who might create a crisis; and the leveraging capabilities of this platform to enhance a brand during a crisis. To cite this article (2009, August 17). Institute for Public Relations. — Never forget to check your organisation online! Sukanya Garg (2009). Further, Peeples and Vaughn (2010) concluded that Domino’s “effectively leveraged social media – the same channel used by the pranksters – to transparently communicate the company’s efforts to address the situation” (p. 1).The end result was that Domino’s emerged from this vulnerability criticized, yet knowledgeable about the reality of crisis communication in the age of social media. Aula, P. (2011). (2009, April 20). Ms.Bhaskar Banerjee Email: aflowers[at]ithaca.edu. Domino’s discovers social media. Evaluative techniques tend to fall under two categories that of quantitative evaluations and, The Increment of the Proportion of Nurses with a Baccalaureate Degree: Nursing Recommendations, Afghanistan, an International Political Problem, Toyota Motor Corporation's Lexus Brand: Marketing Assignment. Title We wanted to do it right. Retrieved December 31, 2012, from http://www.awpagesociety.com/about/the-page-principles/, Peeples, A. Copyright © 2013, 2011, 2008, 2006, Marketing Management, 14e (Kotler/Keller) Chapter 9 Creating Brand Equity 1) The first step in the strategic brand management process is ________. Anamika Sachan Crisis response communication challenges: Building theory from qualitative data. Retrieved December 31, 2012, from http://www.time.com/time/nation/article/0,8599,1892389,00.html. . Specialised knowledge of how a product works creates jobs in areas such as information technology (IT) support. (2010, March 18). The speed at which consumers generate information about organizations is surpassing the speed by which public relations practitioners can monitor and verify the validity of such content, in order to respond before, during, and after a crisis incident. Public Relations Review, 37, 28-36. Only coupons for themes and useful news bulletins. To discuss marketing, marketing communication, integrated marketing communication and OOH advertising media from a theoretical perspective, in order to identify and apply the key IMC principles that should guide the planning of OOH advertising media as part of an overall IMC campaign.

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