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If we ask anyone who goes by the street what the meaning of the communication maybe, then the answers that are given to us will probably be similar to those in this chart.These answers are not entirely incorrect, but are incomplete when it comes tocommunicating an organization or a business idea. There is a lot of confusion on theconcept of communication, because for years this concept has been linked to themarketing point so it has always been thought of as a tool for selling more points thisconcept has to be expanded because communication does not serve Only to sell orenhance brand recognition, but it needs to protect the reputation of an open parentingorganization and to become the head organization to keep on maintaining in the longterm a constant clear and effective dialogue with all stakeholders in effect marketing iscommunication Have common points and these are represented by all the promotionactivities, namely marketing communications that we call in our slides integratedmarketing communication (IMC).

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As mentioned above, the confusion between the two functions (marketing andcommunication) stems from the fact that only a few years ago (and this only happens inorganized organizations) there are two different functions and goals that, despitemeeting points, Are ultimately different.Marketing wants to sell and increase brand awareness, as we will see, besides achievingthis goal of marketing, it aims to help build a clear and consistent image for theorganization and protect its reputation.

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Here there is the communication process. Please consider that only by using the rightcode you will do so that the receiver will understand in the right way (the way youmean) your message.

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Sometime the communication done by an organization is not done just to augmentsales! Please, now configure this chart as “presentation” and clic on the DOVE brand: ayoutube video will appare with a good example of what i mean.

So which kind of communication are we talking about? The brand DOVE many years agohave decided to position itself on the market by breaking the already existing rules andtelling its target audience that the beauty already exists inside people, not outside. Thismessage is the engine of every communication done by DOVE.

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Before to talk about the communication function as a whole, let’s focus our attention onthe concept of PROMOTION, or, to be more precise, THE INTEGRATED MARKETINGCOMMUNCIATION (IMC).

By late 1980s however, many companies began to realise that as marketenvironments changed, promotion activities need to take a moreintegrated form in order to improve the effectiveness. At the same time,globalisation, increased competation and other social changes have madereaching target audience amore difficult task. It was amit all thesechanges, the IMC concept entered the scene through the text IntergratedMarketing Communication: Pulling it together and making it work. In thelast two decade, IMC has evolved from being a concept which coordinatecommunication tools for a brand, to a strategic planning process which isused to achieve the brand equity.

At the same time, mobile phone technology has enabled people to bereached at anywhere and anytime, even in the less developed countrieswhere the lack of infrastructure means the unavailability of landlines,

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mobile phones are becoming a part of some remote vellige life forcommunications with outside of the world. The number of mobile phoneusers is much higher than the number of internet users. The starting pointis that even when i want to shape a communication aimeing at reaching thecustomers, i have to consider other levels of communication and this is dueto the fact that every stakeholder talk to the others since Internet is gettingthe real "backbone of the media system”. The trend sees all organizationsdealing with the programming of a communication plan that integrates allthe tools with which they intend to interface with their stakeholders.Companies don’t just have to be present on the web through "websitesshowcases," but also they need to become the real protagonists in theprocess of information and experience creation and exchange, providing tousers and brand followers dedicated spaces, content and additionalservices. The concept of integrated marketing communication becomesinseparable from the one concerning common values sharing withstakeholders: people talk about social values of corporate socialresponsibility.

Marketing communications involve communication at different levels. Froma business point of view, at Corporate level, information on company’smission, vision, labour practices, philanthropies, culture and otherprocesses need to be communicated to the general public and otherstakholders. At marketing level, the company’s marketing mix such asproduct design, performance, appearance, pricing and distribution channelsneed to be communicated to it’s target customers. It is important tounderstand that a business organisation does not only deals with it’scustomers, but also deals with other stakeholders such as gneral public,shareholders, employees, government and its supply chain members. It istherefore important for the business to develop a IMC plan which enables itto reach different audiences but sending a consistent and coherentmessage.

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Synergy is a phonomenon where the combined effect of multiple activitiesexceeds the sum of their individual effects. Research have shown that thebest communications results can be achieved by using consistentmessages and the same creative ideals cross different promotional mixelements. For example, Sales promotion activities were advetised throughmass media to draw public’s atention and direct marketing to inform theirVIP customers; or sponsorship of a chrity was annouced on the website.Combining different media also enables the company to reach multipleaudiences, not only their target market, but also their employees, supplychain members and the general public. Research demonstrated thatcomplementary marketing communications, which refers to the thereinforcing effects of individual communication efforts, helps in achievingcommunication goals that are beyond the individual communicationoptions

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Please, for this chart click on the button “presentation” and click on the written “P&G:proud sponsor of moms”. This video is a very good example of what integratedcommunication is. As you can see, starting from 2012 onwards, P&G has shifted thefocus from the single products or product lines brand, to the corporate one (P&G) bysharing with the target audience the essence of the corporate brand.

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And here we are: we call that integrated marketing communication because we alsohave to integrate the variuos tools we can use when we plan a IMC strategy.

IMC tools suitable to reach different audiences:Advertising

Advertising is defined as “ a paid, mediated from of communicationfrom anidentifiable source, designed to persuade the receiver to take someactions, now or in the future” (J.I. Ricahrds & C.M. Curran, 2002).Advertising is the most popular and widely used form of marketingcommunications, which for many years, was synomonous for marketingcommunications and promotions. It is a tool best suited to companiestargeting mass market as it is more cost –effective in reaching largeaudience.Advertising can also be used to educate the general public about theorganisation, and boost morals of its employees and motivate supply chainmembers for signing up.

Sales promotionsSales promotions are activities that provide addtional incentives to supplychain members or customers, which prompt them to take immediateactions. Some sales promotion activities may only have impact on

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immediate sales but not contributing to long ternm brand euity building,however, some other sales promotion activitites can also help consumers tounderstand the brand better, therefore contributing to long term brandequity building.Trade –oriented sales promotions are used to target suplly chain members,such as promotional allowance, price deals, trades shows. These activititesare used to motivate and encourage supply chain members to stock up andpromote a compnay’s products.Consumer-oriented sales promotion activitites are used to attarct ultimateconsumers to the brand, coupons, samples, rebates, premiums, contenstsand sweepstakes and point of purchase displays. These activites aimedprimarily at encourging consumers to take immediate purchase actions, butused in conjunction with advertising and PR, can also contribute to longterm brand equity building, which will increase full price sales in long term.

PR and PublicityPublic relations (PR) is communication targeted at specific target audeince(often know as stakeholders). PR activities include sponsorships,supporting charities, participating in community events and newsletters toemployees and other stackholders. PR is also widely used in disastermanagement for brands when brands are in some kind of image disaster,due to product recalls or other events which damages the brand image inpublic’s eyes.PR usually genrates positive publicities for the company, and it offers muchhigher level of credibility than advertising as it’s not paid by the companyinvolved. Publicity is defined as “news items genertated in mass media”, asthe definition suggested that the media controls when and what to write,therefore the company does not always have complete control over thetiming and the content of the publicity.PR and publicity are used to change public opinions of the brand, attractsupply chain members, motivate employees and establish “good co-orporate citizen” image in its target matket’s mind.

Direct marketingIn direct marketing, companies communicate directly with their targetmarkets to ilicite a response or a transaction. It started as mail-orders andcatalogues over 100 years ago, mainly used to target people living in ruraland remote areas where no retail shops can be found. However todyasdirect marketing covers much more. Databases allow companies to reaxchits target markets through many different media – mail. Telephone, internet,print and broadcost media, as well as Avon and Amway, selling throughparty plans or pyramid selling.Direct marketing can be used to scot the market for new customers,reaching existing target market, as well as attracting supply chain membersto work with the brand.

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Interactive/internet marketingTwo-way communication is the key feature in this types of marketingcommunications, and it allows user participation through inquiries,feedbacks and purchases, as well as sharing information though blogs, wikiand Twitters etc. Dr Brent Coker from The University of Melbourne (2011)wrote” Who are we more likely to believe: the claims and promises ofcorporations, or the buzz and recommendations on Twitter and Facebook?”He believes that “Corporations are now more transparent as negative buzztransfers almost instantly, reaching millions of people.Internet/interactive marketing has the biggest potential to integrate allpromotional mix elements in an online environment, when used well it isparticularly effective in engaging target market, therefore offers a reletivelylow cost way to communicate with the intended audience.6. Personal sellingPersonal selling is a form of one-on-one communication which is a veryimportant tool used in industrial selling, as well as in selling high unit valuedconsumer products. It is the most effective way of attracting potential supplychain members.Personal selling allows the sales person to tailer the message to suit thecustomer, answer questions, give demonstrations and obtain feedbacksstraight away.

7. Product placement. An advertising technique used by companies tosubtly promote their products through a non-traditional advertisingtechnique, usually through appearances in film, television, or other media.Product placements are often initiated through an agreement between aproduct manufacturer and the media company in which the media companyreceives economic benefit. A company will often pay a fee to have theirproduct used, displayed, or significantly featured in a movie or show. Readmore: http://www.businessdictionary.com/definition/product-placement.html

8. Sponsorship. the act of supporting a person, organization, or activity bygiving money, encouragement, or other help

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Business communication necessarily involves several aspects; One does not excludeothers and all together must be integrated into a multi-year planning. We are talkingabout a continually becoming process that crosses across the entire organization: thereare several strategic areas involved, marketing is one of them, but not the only one. Theconcept of integrated enterprise communication, which is the subject of the chapter, isnot new, but it is certainly a territory still to be discovered for most of the organizedrealities.

Here we go beyond the concept of marketing and we talk about the whole fimrcommunication. The goal is to maintain a dialogue with all stakeholders (a stakeholder issomeone who has an interest in the management of a certain organization) and thisimplies that those working in communication should be aware of the company'sstrategies, the characteristics of the different stakeholders and the short-term goals Andlong-term organized reality. It should therefore be considered that the information andinputs that the enterprise voluntarily sends to the various external and internal targetsshould be screened and considered within a single strategic plan.

Marketing communication, therefore, will be based on clearly expressable and well-communicable values also through communication to investors, through that to theiremployees, management, and local communities. This does not mean that the same

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concept should be emphasized in the same way for all reference targets, but thatdifferent communications to different stakeholders, each of which has its own specificobjective, must be part of long-term strategic planning and must, Consequently, have acommon coherence basis between them.

The model presented in this chart is useful in reaching the solution that all stakeholdershave, in the context of integrated enterprise communication, a great deal of power. Fromthe model it is assumed that there is a communication that we want to call as avolunteer, starting from the organization to reach a particular public of reference (in themodel this is represented by the continuous line) and it is assumed that later the publicwill give a response to the message (both linked to marketing goals rather than financialrather than internal communication).From this voluntary communication emerges, it is difficult to predict how and to whatextent, another type of communication we will call involuntarily (in the model isrepresented by the dotted line). This type of communication ends up in a kind ofcompound and hence the stakeholders will receive more information related to thesubject being discussed.

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So in this chart are presented all the communications we can find and experience in anorganization.

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We want to focus our attention on the external relations. As already stated, everything ishere told about the organiation communcaition is usefull even when i want to presnetmyself, my ideas, my personal business.

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