Verticals mPower - Marketing Marketing 360 Degree Marketing | 360 Degree Marketing |
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| Written by Soheib Ali | |
| Tuesday, 13 November 2007 | |
Saawariya
It’s all over the place and you just can’t afford to miss it. Sony pictures’ maiden foray in Bollywood industry, slated to release around the most fortuitous time of the year and facing stiff competition from another big banner. Enough to spark off an off-screen drama which is perhaps no less interesting than the movie itself. Turn on the radio and you hear what promises to be (yet another) big star son/daughter story in Bollywood. Go to a shopping mall and you get hosts of Saawariyan merchandise/clothes line/posters (why not a free movie ticket for a change). For the net freaks there is free saawariyan wallpapers and screensavers, for heavy mobile users there are free Saawariyan downloads, for couch potatoes there are frequent and not quite entertaining movie trailers. For the star struck there is a chance to meet the choco-good-looks actor and the oh-so-lovely actress by buying X apparel or collecting Y bottle caps or answering the most stupid end-of-the-episode audience question on MTV. Why does it seem like we are being clutched in a vice like grip? What exactly is happening here? Turn to Kotler or pick up the latest marketing manual to understand why. Integrated marketing communications (IMC) also known as 360 degree marketing is what the companies are adopting to fully understand all the different ways in that communications can affect consumer behaviour in their daily lives. The concept of IMC forces the company to think about the various ways a customer comes in contact with the company’s offering, how effectively the company is able to communicate its positioning to the consumer, thereby improving the company’s ability to reach the right customer with the right messages, at the right time and in the right place. It’s about looking at the marketing process as a whole and not in parts, bringing together advertising, direct marketing and public relations under one scanner. From a consumer’s point of view this could translate into in your face advertising which he/she has grown sick of watching day in and day out, or those unsolicited SMSes urging you to download the ‘latesht’ Ringtown/Wallpapers. There are some fine points which can be used as pointers to gauge IMC’s effectiveness viz. Coverage: Which covers the extent to which different communications options reach the designated target segment and also if there are any overlaps existing amongst them Contribution: Which, is the ability of a marketing communication to create the desired response from the audience Versatility: Which refers to the extent to which the a communication tool works for different groups of customers (those which have not been exposed to any communication tool for the brand and those who have been exposed to a different communication mix) Commonality: Which, is the extent to which common associations are reinforced across communication options. This maintains coherence and determines how easily existing responses and associations be recalled.
Comments (6)
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Flying head first into [b]Coach Outlet Online[/b] a new year brings a rush of excitement:
 ut with the old [b]Coach Outlet Online[/b], written by khusboo to jisto, 13 August, 2010  i love u jisto.. we will get united for sure and our parents for sure will undrstand us.. written by jisto loves khusboo, 13 August, 2010  go study nw... written by jisto loves khusboo, 13 August, 2010
love u baby...jisto i noe u cn c ths nw
written by jisto loves khusboo, 11 August, 2010  my love for my gal will nt change...i just wish her parents undrstnd us....v r in love 4m the past 5yrs...nw tht v hv complted our graduation also i just wnt to settel down with her...i am sure she has cm to this earth onli n onli for me...i wnt all of u to pray 4 us to gt united..... written by joleng16, 21 March, 2010
One Way to spice up your ad copy? Re-write it like a regular conversation. I recommend Troy White for more marketing tips and strategies.
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