Integrated Marketing Communication

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

Moreover, (Product) RED uses the INTEGRATED MARKETING COMMUNICATIONS (IMC)technology for its marketing campaign. The IMC involves the utilization of all the elements of the marketing mix, which specifically includes

Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and services of others....

In relation to promotions we believe an Integrated Marketing Communication (IMC) strategy would be the best way to proceed. Through IMC the brand will be able to maintain a personality and attitude that communicates effectively with the target segment. It will also help to build a desirable ‘brand image’ and relationships with consumers and distributors. The marketing activities will be very specific. It will involve a range of communication mediums including advertising, media, public relations and sales promotion.

* Though integrated marketing communications is further than just an advertising movement, the bulk of marketing dollars is used up on the creation and division of advertisements. Therefore, the greater proportion of the research budget is also exhausted on these elements of the campaign. The researched elements can be applied once the marketing pieces have been tested: letterhead, logistics, customer service training etc. to complete the IMC cycle

This plan aims to ensure that Kudler Fine Foods’ (KFF) marketing plan is consistent with the demographic data and psychographic data that have been researched by the company in the past. This memo will go into detail about how to create a marketing plan that is consistent through the various media used in their marketing strategy and why it is important in terms of demographic and psychographic data collected. This plan’s goal will be to ensure effective branding across all platforms of advertising media and to provide successful branding within the targeted consumer market.

Marketing is an important area in any company. Integrated marketing is an area of the marketing world. This type of marketing can increase brand value and this allows for a high turnover on the company’s investments. We will review a company and describe the purpose and value of integrated marketing, as well as showing what value the plan adds to the company.

Armstrong, G. Brown, L. Burton, S. Deans, K., & Kotler, P. (2010). Marketing (pp. 4-40). New South Wales: Pearson

“One of the most talked about ideas in marketing during the 1990s was the notion of integrated marketing communications (IMC). And while marketing managers still clearly feel that it is a valuable concept and one that will play an increasingly important role in their companies, there is unfortunately a great deal of evidence to suggest that truly integrated marketing communications is the exception rather than a rule”

Advertising is a partnership between creative and media strategies. Each play a very important role in creating an advertisement, that it is almost impossible to draw a line between the two. Alasdair Reid (1994) asserts that as early as in the 1990s creative and media strategies were still very much inseparable due to the fact that advertising “used to be a very simple business” (1994, p. 15) – producing an ad was more focused on creation of the content, rather than the placement. These days, however, with new media spawning, separating media and creative

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

However, with the introduction of new technologies and advances in information technology communication has been completely revolutionised and same has impacted in organisations in there IMC strategies. “For IMC to really take hold, old assumptions must exit, assumptions about the role of advertising and sales promotion, about the organisation of advertising and public relations departments, about agencies and what they do, about the media, and most of all accountability” (Schultz et al. 1994).

Proctor, T, and Kitchen, P, (2002), Communication in postmodern integrated marketing, Corporate Communications: An International Journal, Vol 7 Iss 3

As an owner of a 2013 Toyota Tundra, this researcher can describe Toyota’s Tundra truck as a (4 door) truck with a 6-speed automatic transmission. It can comfortably seat six and is a V-8 E Flex –fuel vehicle. This vehicle is also four wheel drive. The fuel economy in the city is classed at 13 mpg and on the highway is classed at 18 mpg. Consumer rating on the 2013 Toyota Tundra is 5 star. The intrinsic warranty is quoted as 3

To ensure an effective marketing campaign an Integrated Marketing Strategy must be developed to communicate the brand and work collectively with various tactics to deliver a seamless message to consumers that stand out amongst competition. The objective is to make certain all elements of the marketing communication including, public relations, advertising, online communication, direct marketing, social media, and sales promotions are a collaboration of a unified campaign to effectively promote a product, rather than each tactic working independently, and would not have a maximize effectiveness. Csikósová (2014).