Integrated marketing communication strategy Report
To have effective marketing communication methods, the organization should ensure that the information or the message they communicate is brief, clear, and accurate and can be understood by everyone. This report conceptualizes integrated marketing communication as a set of interrelated practices, or routinized behaviors, which are repeated and organized by some social or formal rules and conventions. it elaborate on the concept of “integrated marketing communication (IMC) practice” and provide an empirical exposition of how integration is enacted in the life worlds of marketing practitioners, drawing from the “practice turn” in management studies. Although IMC is a well-known conceptual idea in academia, there is insufficient theorization of what it means “to do” IMC. Despite broad acceptance for IMC, there has been scant application of available organizational and sociological theories to illuminate actual IMC practices in the field.
These levels help to strengthen integrated communication. Horizontal integration occurs in the marketing mix and the business function such as production, finance and distribution. They ensure that the decisions and actions they come up with, send messages to the consumers. Vertical integration refers to marketing and communication goals and objectives that have to support the upper level corporate objectives and missions. There are different components of integrated marketing communication; these components include the foundation, corporate culture, brand focus, consumer experience, tools of communication, promotional tools and tools for integration. This refers to the perception of the consumer regarding the product. Some consumers buy a product because of its attractive looks and good packaging and sometimes the price. The marketers should ensure that the product to be produces meets and exceeds the customer’s expectations.
Communication tools- communication tools involves the different methods in which the consumers and the customers become aware of the brand or the product. These methods include personal selling, advertising the product and the use of social media platforms to promote the product such as facebook, LinkedIn, twitter and other platforms. There are various well known brands that are competing with snickers, but its unique promotion marketing strategy has enable the snicker brand to be known worldwide and the sales is still increasing annually. Snicker incorporated the 4 Cs of a integrating digital marketing which helped to increase the sales of snickers by 13. during the first three months of the campaign. YouTube and Twitter established an increase on online views on snickers. The 4 Cs include coherence, consistency, continuity and complementary. Today, banners and billboards are also used to advertise products to the people.
The snickers chocolate bar as a brand has created a high brand awareness through mind-blowing commercials which have great sense of humor. Celebrities such as Rekha and Sonam Kapoor are some of the people who advertise Snicker chocolate bar on the television. The brand is also promoted in newspapers, magazines, radio, billboards. The product is also promoted through the social media platforms such as YouTube, Facebook and Instagram. This Ad created awareness and it was the best Ad in the United States during that period. The sales increased at a high rate. Another Ad in the commercials shows celebrity confused in a certain context, some are in bad moods and others like Betty White is playing football. Someone states that the celebrities get quirky when they are hungry and the person gives them a hunger bar.
Immediately the celebrities get in place and everything continues smoothly. This strategy increased the sales of snickers by 8% in the United States. Public relations The aim of public relations is to create goodwill between the organization or the product produced and the public which are the potential consumers of the product. Public relation helps to maintain a favorable image of the organization and the product produced. It does not pay for attention and publicity; instead it strives to acquire a favorable image by drawing attention to newsworthy and attention worthy activities of the organization and its customers. Public relations are seen as a free advertising platform. The sales of snickers have really improved compared to other competitive brands in the market. This shows that a lot of consumers are aware of the brand.
Skills and knowledge needed to employ integrated marketing communication Individuals who are responsible in employing the integrated marketing communication should have certain skills which will enable them to be effective. These skills include good communication capabilities, creative thinking, have an analytical mind, have full understanding on the current technology and be able to work as a team. Good communication capabilities- communication is the major component of any kind of job. Technology knowledge- the digital marketing world changes every time. Each time a new software is created or a news gadget is established or a new strategy is formed which revolutionize marketing. A good marketing communication manager should be able to understand technology as it changes. One should be able to understand the new tools and trends. Team work- communication managers in the marketing communication strategy should be able to work and collaborate with other workers in the organization for an effective outcome.
This will always help to build the perception of the consumer regarding the product. Some consumers buy a product because of its attractive looks and good packaging and sometimes the price. The marketers should ensure that the product to be produces meets and exceeds the customer’s expectations. Nevertheless, there is an advantage of the digital marketing over the traditional marketing, this is because in the digital marketing feedback is easily and quicker to access and it is more useful. With the digital marketing one is able to know how many people viewed the Ad and acted on it, this information is accessible at any given time enabling the marketer to improve the marketing strategy. Broderick, Amanda, and David Pickton. Integrated marketing communications. Pearson Education UK, 2011. Kitchen, Philip J. and Inga Burgmann.
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