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Integrated Marketing Communication Issue

Paper type: Essay
Pages: 3 (658 words)
Categories: Advertising, Business, Marketing, Social Media And Its Impact, Society, Television
Downloads: 8
Views: 180

Integrated communication marketing

Integrated Marketing Communication (IMC) is a technique to brand interactions where the various modes work together to produce a smooth experience for the client and are provided with a similar tone and design that reinforces the brand name’s core message. Its goal is to make all aspects of marketing communication such as marketing, sales promo, public relations, direct marketing, individual selling, online communications and social networks work together as a merged force, instead of allowing each to operate in isolation, which maximizes their expense efficiency.

Marketing p’s.

1) Product: (Cadbury cherry is our product) Products are the items and services that your organisation attends to sale to your target market. When developing an item you should think about quality, style, functions, product packaging, customer care and any subsequent after-sales service. 2) Promotion: describes the act of communicating the benefits and worth of your item to customers. It then involves persuading basic consumers to become consumers of your company using techniques such as advertising, direct marketing, individual selling and sales promotion.

3) Location: remains in concerns to circulation, place and methods of getting the product to the client. This includes the area of your business, store front, suppliers, logistics and the possible use of the web to sell items straight to consumers.

Target audience

a target audience, is a specific group of people within the target market at which a product or the marketing message of a product is aimed at. (Kotler 2000)… For example, if a company sells new diet programs for men with heart disease problems (target market) the communication may be aimed at the spouse (target audience) who takes care of the nutrition plan of her husband and child. A target audience can be formed of people of a certain age group, gender, marital status, etc., e.g. teenagers, females, single people, etc. A combination of factors, e.g. men aged 20–30 is a common target audience. Other groups, although not the main focus, may also be interested. Discovering the appropriate target market(s) and determining the target
audience is one of the most important activities in marketing management. Target audience would be especially children of 5-10 ages as well as woman too

Communication objectives

Communications objectives include
(1) creating awareness
(2) imparting knowledge
(3) projecting an image
(4) shaping attitudes
(5) stimulating a want or desire
(6) Effecting a sale.

Creative strategies

Different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. One of the most important components of an integrated marketing communications program is the message. It will be obvious that there are a myriad of ways to convey a marketing communication message. However, underlying all of these messages is a creative strategy that involves determining what the marketing communication message will say or communicate, and creative tactics dealing with how the message strategy will be implemented or executed.

Planning Creative Strategy

Those who work on the creative side of marketing communication often face a real challenge. They must take all the research, creative briefs, strategy statements, communication objectives and other inputs and transform them into an marketing communication message. Their job is to write copy, design layouts and illustrations and produce commercials that communicate effectively. Marketers usually hire marketing communication agencies to develop and implement their marketing communication campaigns because they are specialists in the creative function of marketing communication. However, it is important to point out that the development of creative strategy also involves representatives from the client side and other people in the agency as well as the creative staff.

Media plan

The process of establishing the exact media vehicles to be used for advertising. Advertising media generally include:

  • Television
  • Radio
  • Newspapers
  • Magazines (consumer and trade)
  • Outdoor billboards
  • Public transportation
  • Yellow Pages
  • Direct mail
  • Specialty advertising (on items such as matchbooks, pencils, calendars, telephone pads, shopping bags and so on)
  • Other media (catalogs, samples, handouts, brochures, newsletters and so on)

Cite this essay

Integrated Marketing Communication Issue. (2016, Nov 09). Retrieved from https://studymoose.com/integrated-marketing-communication-issue-essay

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