Designing and Managing Integrated Marketing Communications

Marketing Communication is an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (Maignan, 2005). Marketing communication is all about delivering the benefits of the products to the customers in order to generate sales and profits. In Business, total marketing communication programme is called ‘Communication/Promotional Mix’

Nordstrom is a sophisticated departmental store that offers a pleasant shopping experience to all who step on its floor. Nordstrom’s target markets comprise women, men, girls, and kids of the upper and higher-middle section of the society. Nordstrom gives a lot to their consumers in both goods and service. When asked, clientele say they expect goods that are fashionable, long lasting, and

Advertising:- a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future

Brand equity is an important asset for any organization. It is also an assets that offers an organization or a brand a road to success. Brand equity is important because its brand's product is closely associated with its premium price in the market. An organization or a brand with positive brand equity typically have higher quality products and services when compared to similar generic unbranded products. Furthermore, brand equity is important because it helps an organization or a brand to strengthen its competitive edge in the market. It is important to an organization or a brand, the reason are that it help lower the marketing costs and allows a brand to enjoy higher brand awareness and brand loyalty. Therefore, the ultimate goal of a brand

The brand must be distinct and stand out in ways that relevance to consumers’ needs so as to be chosen by the consumers among thousands of brands in the market. However, before consumers respond to the brand’s communication efforts, the brand must be understood and understood correctly. That familiarity leads to a strong, positive consumer-brand connection.

Advertising: Paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience (Wells, Burnett, & Moriarty, 2006).

It has been acknowledge (Romaniuk & Sharp 2004) that Brand salience can be defined as the propensity of the brand to be thought of by buyers when they are in a buying situations. A brand awareness strategy depends on how well known the brand is, Brand Salience is forming image to refresh their memory about the brands that can linked to consumer mind as well as the quantity and quality of the cue to brand links (Olson & Peter 2005), it is very important that consumer can connect to their mind as many cues as possible . The level of consumers’ brand awareness necessary to induce purchase varies depending on how and where they make their purchase decision for that product category or form. The brand attitude is focus on evaluating the brand, according to Schiffman and Kanuk (2007) “attitudes are relevant to purchase behavior are formed as a result of direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the internet, and various forms of direct marketing”

Advertising is the action of calling something to the attention of the public especially by paid announcements (Webster, 2015). Advertising has

Sales promotion serves three essential roles ; information, persuasion and reminder. The simple definition given for sales promotion is ‘ Sales promotion consist of diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and/or greater purchase of particular

Sales promotion objective vary widely. Sellers may use consumer promotions to urge short-term customer buying or

A type of product promotion that attempts to influence a consumer in favor of a purchasing particular good or service. A business might engage in informative or persuasive advertising to encourage first time customers to try its product, in addition to reminding customers to purchase a product they have previously bought. (Business dictionary 2014)

Research shows that the brand experience is the dominant variable in the psychology of consumer perception. Consumers want to believe that the brand is much more than a logo or symbol their cognitive faculties allow the brand personality to become an extension of the way they view themselves and want the world to view them. For example, Starbucks is much more than a brand of coffee: it is an experience of belonging to

There are a range of strategies and terms that play into integrated marketing communication. Integrated marketing communication can be described as 1.) Management and managing all types of marketing communications, 2.) Assuring that the brands, personality, and messages are correctly delivered from each factor of communication and from a strategy, and 3.) The analysis and implementation of all the factors of marketing communication must efficiently, economically, and successfully impact the transactions between organizations and their audience. Furthermore, the vertical integration is the most important level because it makes sure that marketing communication will be formed. Without such communication, marketing communication will not be effective and not associated with any of the essential objectives. Therefore, I will be going into detail about each level of integration and what it exactly means (Holm, 24-25).

Promotion – an activity, such as a sale or advertising campaign designed to increase visibility or sales of a ‘product’.

According to Armstrong, 2010, has defined brands are names, symbols, marks or a design that differentiates a product, company or an organization from its competitors, allowing the consumer market to gain the ability of choice. Brands enhance the consumers’ ability to enjoy shopping and also the choice for a certain product feature, where the brand that matches the consumer “check-list” the most is purchased. However, the strongest and most well-known brands are distinguished by their ability to create a large amount of awareness, frequency, and reach, with a collaboration of effective marketing tactics, which preserves their noticeable brands’ reputation in the competitive markets (Holm, 2006).