Imc and corporate image building

Imc and corporate image building

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  IMC & corporateimage building Syam Prathipati
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  Intro. • "Corporate image"was once advertising jargon but is today a common phrase referring to a company's reputation. The "image" is what the public is supposed to see when the corporation is mentioned. • The ordinary man and woman on the street usually have a wry view of public relations, advertising, hype, hoopla, and therefore also of corporate image—and this often for good reasons. • But a good corporate image is a genuine asset; it translates into dollars at the counter and higher stock valuation
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  IMC is designedto: • Affect behavior • Use all forms of contacts • Start with the customer • Achieve synergy • Build relationships
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  Role of IMCin Branding • A brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: Customers, Staff, Partners, Investors etc. • With more and more products and services competing for consideration by customers who have less and less time to make choices, well known brand have a major competitive advantage in today's market.
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  IMC Example: SanDiego Zoological Society MAIN ATTRACTIONS Zoo - 800 species of animals in native habitat cages Wild Animal Park - 1800 acre preserve with 2500 animals living together in recreated African habitat
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  SDZS Competetition • SeaWorld • LegoLand • Disneyland • Knott’s Berry Farm • Universal Studios • Magic Mountain
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  SDZS Target Consumers •40% San Diego County • 14% other parts of CA • 35% from continental US • 05% from outside US
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  SDZS Communication Objectives •Raise funding for society’s programs • Provide public education • Maintain a corporate image on par with local, regional, national & international levels • Draw visitors to main attractions
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  IMC Strategy: CorporateSponsorships & Events • Objectives: Provide event funding, promote special programs with corporate sponsors; develop business-zoo partnerships • Audience: Zoo supporters and corporate partners • Media: Ad, PR, co-ops, ticket trades, hospitality centers
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  Reference • http://www.managementstudyguide.com/ma rketing-communication-build-brand- equity.htm • https://advertisingcompanyprofiles.wordpress .com/2010/03/09/the-role-of-imc-in- branding/ •http://www.inc.com/encyclopedia/corporate- image.html