Online Integrated Marketing Communication Essay Example for Free

Online Integrated Marketing Communication Essay Integrated marketing communication – the evolution of a concept The IMC approach has received almost instant recognition at the end of the 1990s, as a result of the existing trends to reduce the budget allocated to mass advertising campaigns and to concentrate on segmented or personalised communication with final consumers. The increased fragmentation of media and customers, as well as the revolution introduced in mass communication by the new communication channels – internet and mobile communication technologies – has created the need for a new approach to marketing communication, that can insure centralised management and a consistency of corporate messages sent towards various audiences. The concept of IMC was defined in many different, often contradictory, ways: Pickton and Broderick (2001) claim that synergy is the principal benefit of bringing together the various facets of marketing communications in a mutually supportive way. Definition proposed by Keegan et al. (1992, p. 631): Integrated marketing communications is the strategic co-ordination of all messages and media used by an organisation to collectively influence its perceived brand value. At the heart of this definition is the assumption that the credibility and value of both the company and its brand(s) will increase, when messages transmitted to various audiences become consistent across time and targets. Another definition proposed by Duncan (2002, p. 8) demonstrates the current conceptual perception of IMC: A cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them. The notion of stakeholders implies the shift in the IMC concept from customer target audiences to the inclusion of key stakeholder groups such as employees, investors, suppliers, distributors, media and the social community. The most significant organisation barriers for the implementation of the IMC concept: * lack of horizontal communication; * functional specialisation; * decentralisation; * lack of IMC planning and expertise; * lack of budget; * lack of database technology; * corporate culture; and * fear of change. The impact of the internet technology on marketing communication: The rapid development of the internet in the last ten years has changed the classical communication procedures (Blattberg and Deighton, 1991; Holtz, 1999), because of three specific and co-existent characteristics that differentiate it from any other communication channel: * Interactivity. The internet offers multiple possibilities of interactive communication, acting not only as an interface, but also as a communication agent (allowing a direct interaction between individuals and software applications). The traditional communication channel was uni-directional, Even when communication was considered a two-way process, the institutions had the resources to send information to audiences through a very wide pipeline, while the audiences had only a minuscule pipeline for communicating back. Now, the communication channel is a network, not a pipeline. Communicators have grasped and even embraced this new proximity, fact demonstrated by the vast number of web sites which display â€Å"Contact Us† buttons and links. However, in most of the cases, these new facilities are not fully used. * Transparency. The information published online can be accessed and viewed by any internet user, unless this information is specifically protected. * Memory. The web is a channel not only for transmitting information, but also for storing information – in other words, information published on the web remains in the memory of the network until it is erased. The new realities of how audiences get and use information: * The audience is connected to the organisations * The audience is connected to one another * The audience has access to other information * Audiences pull information (info has to be available where audiences can find it, and it must be customizable) { Today, we get messages from multiple media channels: email, voice mail, faxes, pagers, cell phones, interoffice memos, overnight courier packages, television (with hundreds of channels), radio, internet radio, etc. As a result, the media that used to provide an efficient channel of communication for practitioners have become now only noise that most of the audiences have learned to filter out} Different definitions of IMC: Some retail organisations track the interaction between the online user and their web site: â€Å"the time spent by a client on a specific web page can represent an indication of his/her present interest†. â€Å"We use the results provided by our online behaviour tracking system to create personalised promotions targeted to individual customers†. The meaning is not simply transmitted, but has to be negotiated separately with each online audience. The message needs to be adapted to the specific level of understanding and interpretation of each public, but, on the other hand, has to express the same core organisational values, in order to display a coherent organisational image If the company attempts to reach foreign audiences, the message needs to be adapted to the cultural specificity of the overseas public. This raises important questions regarding the possibility of integrated online marketing communication in the global context: â€Å"we often communicate with customers from various cultural and economic backgrounds. In these conditions we must apply a clear segmentation and positioning strategy, in order to match the needs of every cultural group with our marketing messages.† The specific characteristics of the internet therefore create two conflicting tendencies: (1) the fragmentation of audiences and communication contexts requires the customisation of online marketing messages; but (2) the interactivity, transparency and memory of the web necessitates the consistency of communication and the coherence of the transmitted meaning Below figure presents the place of integrated online marketing communication in the online CRM process of the firm. The customer data/feed-back collected online is used directly to better design and implement the online integrated marketing communication, which are then targeting selected online audiences. Correctly implemented, the IMC program is a continuous cycle of gathering data and implementing response-generating marketing communication which is based on previously gathered consumer data. the specific characteristics of the internet are making the implementation of integrated online marketing communication both inevitable and efficient for an online organisation. The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. These characteristics can be integrated by designing and implementing a specific model of integrated online marketing communication. The use of advanced online applications to collect customer data and feed-back information is paramount for the success of the online communication campaign (O’Malley and Mitussis, 2002). Because of the high interactivity of the internet, the communication process has become a real-time dialogue. Important issues relevant for the implementation of integrated online marketing communication have not been addressed because of space and methodology limitations. These areas can represent the subject of future research projects investigating: the management process of integrated online marketing communication; the criteria used for selecting and combing various channels in the online communication mix; the relation between the organisation and web advertising agencies; or the challenges raised by the general integration and co-ordination of online and offline (traditional) communication.

The Search for Enlightenment Essay -- Personal Narrative Writing

The Search for Enlightenment Nature, I think we can deduce, refers not only to animals, plants, and mountains, but rather to the universe as a whole--the entirety of the physical universe ranging from human nature to quantum nature while also including, plants, animals, and mountains as part of this greater whole. It has been the search for knowledge and truths of the wonders and mysteries of "nature," or rather the universe (in other words science) that has, over the past few years been the underlying motivation in my life. Not only do I find the search for knowledge exciting and intellectually stimulating, but I have found that this motivation gives meaning or rather a direction to my life. I don't wish to imply that science and religion give my life, nor events that occur during my life, meaning. I have always found that life is inherently meaningful without aid from science, religion, or purpose. But why does the search for knowledge hold such importance for me in providing motivation and, hence, meaning/direction? Is it nature or nurture? Is it due to my personality type (INTP--Introverted iNtuitive Thinking Perceptive [Myers Briggs Type Indicator) and my innate drive for competence or is it culture and socialization? Is it possible that my motivation and direction is not based on rational grounds but rather on a biological instinct that tends to create a generalized desire for competency? My drive for competency which, whether it has been unconscious or conscious at times and stimulated by both biology and environment, seems to motivate and direct my search for knowledge. I have realized that what has attracted me to science and the search for knowledge, is not that "science tries to explain what life is in order t... ... in an uncomplicated fashion so as not to scare away the masses. Thus, I hope that when I am older that I will be able to disregard my feelings of anger and frustration and move toward becoming a beacon of light for science in a world of "witchcraft that has taken hold of our culture and society. I have heard the call. I feel that I can best answer this call by searching for and obtaining a background in the social, natural, and physical sciences. I aspire to remove the ignorance of science and self in order to become an advocate for the "enlightenment" of scientific literacy. References Wilson, Edward O. 1998. Consilience, The Unity Of Knowledge. New York: Alfred A. Knopf, Inc. Dostoyevsky, Fydor. [1877] 1980. The Dream of a Ridiculous Man. New York: Signet Classic part of Penguin Books USA Inc. Orwell, George. 1946. Politics and the English Language. The Search for Enlightenment Essay -- Personal Narrative Writing The Search for Enlightenment Nature, I think we can deduce, refers not only to animals, plants, and mountains, but rather to the universe as a whole--the entirety of the physical universe ranging from human nature to quantum nature while also including, plants, animals, and mountains as part of this greater whole. It has been the search for knowledge and truths of the wonders and mysteries of "nature," or rather the universe (in other words science) that has, over the past few years been the underlying motivation in my life. Not only do I find the search for knowledge exciting and intellectually stimulating, but I have found that this motivation gives meaning or rather a direction to my life. I don't wish to imply that science and religion give my life, nor events that occur during my life, meaning. I have always found that life is inherently meaningful without aid from science, religion, or purpose. But why does the search for knowledge hold such importance for me in providing motivation and, hence, meaning/direction? Is it nature or nurture? Is it due to my personality type (INTP--Introverted iNtuitive Thinking Perceptive [Myers Briggs Type Indicator) and my innate drive for competence or is it culture and socialization? Is it possible that my motivation and direction is not based on rational grounds but rather on a biological instinct that tends to create a generalized desire for competency? My drive for competency which, whether it has been unconscious or conscious at times and stimulated by both biology and environment, seems to motivate and direct my search for knowledge. I have realized that what has attracted me to science and the search for knowledge, is not that "science tries to explain what life is in order t... ... in an uncomplicated fashion so as not to scare away the masses. Thus, I hope that when I am older that I will be able to disregard my feelings of anger and frustration and move toward becoming a beacon of light for science in a world of "witchcraft that has taken hold of our culture and society. I have heard the call. I feel that I can best answer this call by searching for and obtaining a background in the social, natural, and physical sciences. I aspire to remove the ignorance of science and self in order to become an advocate for the "enlightenment" of scientific literacy. References Wilson, Edward O. 1998. Consilience, The Unity Of Knowledge. New York: Alfred A. Knopf, Inc. Dostoyevsky, Fydor. [1877] 1980. The Dream of a Ridiculous Man. New York: Signet Classic part of Penguin Books USA Inc. Orwell, George. 1946. Politics and the English Language.

Negotiation styles & strategies

The teachers were very un-collaborative in their approach towards the negotiation and seemed quite unwilling to bend in their resolve not to accept the proposal offered by the board of Education. The teachers basically attempted to force the hand of the board by deciding to go on a strike. Considering that the area had only recently suffered from the effects of the September 11 strike on the Twin Towers and that there was some amount of adjusting to be done, the teachers seem to have manipulated the situation in order to achieve their objectives.The strike commenced only a few hours after the end of an agreed moratorium period according to Hanley (2001a). This is suggesting that little or inadequate attempt was made to pursue peaceful negotiations prior to decide to enter into an industrial strike. Furthermore the teachers made no attempt to relent or relax their position but were willing, even under punishment of imprisonment, to hold firm to their original position without any or l ittle adjustments or compromise. The board wanted to increase the teachers’ maximum contributions to the health insurance scheme from $250 to $860 (Hanley & Jacobs, 2001). The teachers were adamant in refusing any sort of increasing wanting the figure to remain as was.So determined was their resolve that at the time of the unsuccessful conclusion of the negotiations 225 teachers, secretaries and other union members had being jailed because of their refusal to obey the court order to return to work (Hanley, 2001c). Had the union leaders not decided on the 29th of November to instruct its members to obey the court order to return to work, the impasse would have probably continued with even more teachers being jailed.The union however, seemed at one point willing to relax the teachers’ position on the issue of the proposed increase in teachers’ contributions to the health fund. The teachers relaxed their positions partially when they agreed to a set of settlement r ecommendations proposed by the mediators which would have seen them compromising their position significantly. However the position of the board was even more adamant and thus no solution was arrived on the issue.The teachers attempted to justify their rejection of the proposal put forward to them. The proposal put forward by the board sought to increase maximum payments by about thirty per cent in one instant. This amount appears to be very unreasonable. Of course the board could not accept the teachers’ proposition that the fees stay as they were before. In their opinion, payments for teachers’ health benefits was costing the district much too much, approximately $8 million (Hanley & Jacobs, 2001). On the extreme though the proposed level of increase in itself appeared exorbitant and too great a percentage increase.Additionally the teachers felt that their proposal was a lot more reasonable. They suggested helping the board to cut costs by no longer requiring reimbur sements on prescriptions (Hanley, 2001b). This proposal would lead to saving on the part of the board and would also ensure that the teachers do not have to pay increased premiums. This alternative seems like a very feasible position but the board was not willing to negotiate on this issue.On the 29th of November the teachers were instructed by their union leaders to return to work even though the negotiations had not concluded and there was no decision on the issue. It would seem in this regard that the teachers were the ones to have lost because, aside from being imprisoned for a few days, they have to suffer the embarrassment of returning to work without their original demands being met.It would therefore seem that the teachers did not carry out the negotiations as best as they could since they did not end up reaching a reasonable solution. A number of factors could have contributed to this failure suggesting of course, that the teachers erred in a few areas. First the teachers d id not choose an appropriate time to commence the industrial strike. While, in their view the matter seemed to be urgent, they did not consider the psychological environment at the time. The area had only recently been affected by the terrorist bombing of the World Trade Centers. The district was still recovering from the effects of this national disaster and therefore it was not appropriate for the teachers to strike at this particular time.In addition the teachers did not garner enough support from the community. Hanley & Jacobs (2001) point out that â€Å"it was hard to find support for the teachers among Middletown residents.† The members of the community were upset that the teachers chose such an inappropriate time to strike. They were also concerned about the welfare of the students who would be without instruction until the issue was resolved.Probably a meeting with the parents of students prior to going on a strike could have explained the seriousness of the teachersà ¢â‚¬â„¢ position to them and asked for support. In addition many parents did not agree that in that economic climate that the proposed increase was as terrible as the teachers were making it out to be. The fact that there was not widespread support for the teachers’ strike may have pushed the union to demand its teachers back in the classroom even though negotiations were not finalized.Finally the teachers themselves seemed not to have entered the negotiation with a correct mindset. They seemed only to be heading for a win/win decision and were not willing to lose not even a little bit. The option they proposed to the board, though it sounded reasonable, did not see them compromising as significantly as they expected the board to compromise to meet their demands. The teachers were unwilling to collaborate effectively to come to a decision feasible and acceptable to both sides.REFERENCESHanley, R. (2001a, Nov 30). Abrupt Walkout by Teachers Closes Schools in Middletown, N.J. T he New York Times. (Late Edition (East Coast)), D5.Hanley, R. (2001b, Dec 4). New Jersey Teachers Jailed for Continuing to Strike. The New York Times. (Late Edition (East Coast)), D1.Hanley, R. (2001c, Dec 8). In Middletown, A Strike Ends Without a Deal For Teachers. The New York Times. (Late Edition (East Coast)), D1.Hanley, R. & Jacobs, A. (2001, Dec 6). Teachers' Strike Grows Angrier, But Support of Residents Is Elusive. The New York Times. (Late Edition (East Coast)), D1.

Cluniac Monasticism Essay - 1494 Words

Cluniac Monasticism Assess the strengths and weaknesses of Cluniac monasticism between the tenth and twelfth centuries. The nature of Cluny lay in the circumstances of it’s foundation. It was endowed with a measure of independence by it’s founder, Duke William, allowing the monks to elect their own abbot, placing the abbey directly under the guardianship of St Peter and the Apostolic See. As a house dedicated to reviving strict Benedictine observance Cluny was not unique, but it was this indepencence, the succesion of talented abbots and it’s organisation set up by Abbot Berno that laid the foundations of the abbey’s later greatness. The independence granted Cluny in it’s foundation charter was esssential in the development of†¦show more content†¦Charity and almsgiving also formed a regular part of life at Cluny, which again showed the holiness and faithful observence of the monks. It was a combination of the personal authority of the abbots, the benedictine observence of the Cluniacs and the repute and public esteem in which the order was held that resulted in the expansion of the Order. The success of the order in it’s resoration of benedictine observence attracted invitations by lay magnates for the Cluniacs to reform their monastries, and gifts of houses, some new foundations, some old abbeys. Such reform was not always welcomed by the monks of the profered houses, such as the monks of Fleury. Papal paronage, and the will of lay benefactors meant that from the time of Odilo these reformed houses became dependecies of Cluny. This was not always put into effect immediately, and the tightness of the bond varied from house to house. It was the independence granted in the founding charter that allowed the Order to expand this way, and develop independently. Not only was Cluny free from control of any local magnate or bishop, it was also trusted by all due to this autonomy. Cluny attracted gifts from all levels of society and of all sorts, from monstries, churches and lands, to child oblates, gifts of money large and small and goods. It also attracted manyShow MoreRelated Monasticism And Intellectual L Essay example799 Words   |  4 Pageswere made, and in others, there was a major decline. Through all of these times, the people of the middle ages learned what didn’t work, what did, and how to progress once they found what did work. nbsp;nbsp;nbsp;nbsp;nbsp;The true form of monasticism in the western Christian church was founded by Saint Benedict of Nursia. He wrote the famous quot;Benedict’s Rulequot; between 520-530. The fundamentals of the rule was that each day was divided into a series of activities with an emphasis onRead MoreWhat set the Cistercian order apart from other monastic movements in the twelfth century?2234 Words   |  9 Pageschanges that had taken place. This stance was applied to all aspects of life, such as dress, food, buildings and furniture. Cistercian conviction was entirely steadfast. St. Bernard of Clairvaux’s main complaint against Peter the Venerable (and the Cluniacs in a more general sense) was that they simply did not adhere strictly enough to the rule of St. Benedict. Something one could certainly argue was true. The Cistercian statues decreed that the rule of St. Benedict was nothing other than the pure gospelRead MoreThe Medieval Christian History1493 Words    |  6 Pagesa new idea. The history of Christianity was composed of opposing views and many were ready to break out of the norms and build a stronger definition of Christianity. The significance of grassroots reform was to bring changes into the life of monasticism and create new religious order that would come to play as the foundation of Christian history. The pro of this type of reform was that: it revitalized the significance of monastic life. However, the cons of this type of reform outweigh the pros;