Part 1 - Integrated Marketing Communications, and the Changing Media Landscape L
ID: 381849 • Letter: P
Question
Part 1 - Integrated Marketing Communications, and the Changing Media Landscape
Learning Outcomes
Integrated Marketing Communications. Student understands how integrated marketing communications can add value for customers.
Marketing communications objectives. Student can develop marketing communications objectives using the AIDA framework.
Promotion mix. Student can select the appropriate promotion tool to be used for different marketing communications objectives.
Media strategy. Student can design a simple message and media plan for a product or service offering.
Directions
This assignment assesses your ability to relate integrated marketing communications concepts to your product or service offering and the target market you selected. Here you will let your creative side shine as you think through how you would design the marketing communications for your product or service to effectively and efficiently communicate a clear, consistent and compelling message to your target market over the next year.
The course content does not cover IMC in great detail and you may want to refer to some open source references for more information on message design. A good one is: http://www.caad.au.edu/attachments/article/43/Class%207-Creative%20IMC%20Message%20Strategies.pdf
Prepare your assignment beginning with a title page with your name and the name of your product or service. Then answer each of the following eight questions (four in part 1 and four in part 2) in order and number the beginning of your response to each question. You do not need to repeat the question. The paper should contain approximately 5 pages of analysis for the responses to the eight questions.
Integrated Marketing Communications. Considering your new target market and any modifications, new product line extensions or new products you may have developed to serve the new target market needs, create your 'Big Idea" to be the basis of the message strategy for all your marketing communications.
Marketing communications objectives. Write at least three marketing communications objectives using the AIDA framework discussed in the course content.
Promotion mix. For each of the three marketing communications objectives written in number 2, discuss which of the promotion tools would be the best choice to reach each of the three marketing communications objective. One tool must be advertising (traditional or online) You may have more than one promotion mix tool for any given marketing communications objective.
Media strategy. Discuss at least two of your media choices that you believe will best reach your target market with your advertising. Be specific with your choices, e.g. HGTV, Rehab Addict, because the product or service is targeting a do-it-yourself target market, or Home Depot website banner ads for the same target market. Or Morning TV National News, Good Morning America and The Today Show, 1st hour because your target market is educated urban workers. If using social media, discuss which social media and how they will be used to accomplish which objective.
Explanation / Answer
Integrated Marketing Communication are a very important type of communication tools inside an organisation for providing efficient communication model. Gradually increasing tips in this specific set of tools is very necessary for provision of a specific model in an organisation.
There are 6 steps in Integrated Marketing planning
Knowing the targeted audience
Developing the situation analysis
Determine the communication objectives
Determination of the budget
Applying Strategies and tactics
Evaluation and Measurement
By knowing your target audience you can easily implement the Integrated Marketing strategy into your organisation and can provide the most effective way of the integration. Badminton your audience you can easily apply Different techniques as well as communication model into different integrated marketing strategies for taking out a better outcome.
Best specific term is generally defaulter SWOT analysis for the organisation. By carrying out a SWOT analysis we can easily increase the brands internal strength as well as assessment of the business and can be provided. This specific strategy provide the base and support for the organisational determination of opportunities and threats as well.
Determination of we can implement the needed strategy into the organisational structure. Determine the goal that what you want to accomplish with her specific Integrated Marketing Communication strategy can increase the overall effectiveness of your plan's term.
By determining the overall require budget for the organisation and calculating the available funds can easily help you in determining the correct strategy according to your budget for the betterment of the organisation. This is specific step is necessary to determine the overall size of the applicable strategies.
After selecting the budget one should be easily able to apply the selected strategy and tactics and to the organisational communication. To accomplish the objectives you need you can apply the strategies as well as tactics on specific actions by providing the budget selected.
After applying detecting and overall steps which we have followed evaluation of the effectiveness of the IMC strategy is very necessary. For looking is each and every step of the plan is working out efficiently and correctly evaluation and measurement of the specific strategic is very necessary. By measuring and evaluating you can easily determine the errors in the specific IMC strategy and can provide a better support for the next time.
Some main goals of Integrated Marketing communications are as follows.
Creating awareness is one of the most important task of Integrated Marketing Communication. By using the Marketing Communications, awareness about specific product or service can be easily delivered effectively managed as marketing Communications provide a very intuitive platform for the involvement.
For increasing the overall sales of a product or providing additional information to the customers and giving them a reason to purchase the specific product is also an essential task of Marketing Communication for a business. With the help of the marketing communication businesses can grow their market and they can also increase overall sales of the products.
Information provision is also one of the most important task of marketing communication .with the help of the proper marketing communication mediums , one can easily provide information to the public about specific product and then educate about the services.
Example for media strategy.
Company Name- Numi Teas
Numi teas is one of the most influence organic tea brands. It has been using Technology as a main tool for producing advertisement for their products and spreading it to the market.Numi teas has been using social media have a great tool to enhance their overall reach to the customers. Buy running different promotional events over the social media websites as well as creating different events online Numi teas has always been very ethical as well as successful in creating a social media campaigning for the organisation.
Continuously updating their websites as well as getting involved in different social causes and showing it on the website and on social media is going to the core strategies of Numi teas to grow stately into the market.
Running Twitter campaign by using the hashtag #SteepUp has been very successful for Numi teas to obtain a better reach to its customers and to maintain a relationship by providing instant feedback to the tweets of the customers. My developing a platform with great response over Twitter and Facebook Numi teas has been implementing their presence into the digital platforms and having an advantage over the social as well as different technological aspects which are directly increasing the world productivity as well as efficiency of the organisations.
By creating advanced social media campaigns foreplay long time and providing vouchers to the customers Numi teas can directly increase the level of relationship towards the customers. Different strategies such as digital competition over recipes of tea as well as providing feedback reward program could be very beneficial for Numi teas.
Introducing a referral program can also be profitable for Numi teas for reaching to its customers as a referral programs provide a little incentive to the customers but increase the level of reach by a large margin. Theses referral programs can be very beneficial for Numi teas to increase their market reach with the help of the technology. This referral programs can be turned totally digital, this would result in an increased and boost of the overall reach of the organisation which could be very profitable for the organisation