Integrated Marketing Communications Essay

* Integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers.

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

I personally had to research the word “folly”, due to it not being a “common” word in my vocabulary, to determine it’s meaning. The word in itself, is not one I would use in an advertisement; although it is descriptive of the effects of alcohol. Recalling the feeling of “an out of body experience”, and a feeling of unreality, is somewhat the picture of drinking beer paints. NBB using the word folly, is advertising that their product will allow you to experience the feeling of foolishness and unreality. In foolishness, your thought process is distorted, which hinders appropriate decisions, of which many drinkers enjoy. A study conducted revealed that beer drinkers consume alcohol to relieve stress, relax their minds, and allow the opportunity to socialize more openly with strangers (Jayne, Valentine, & Holloway, 2010, p. 546). If the intent of NBB using the word folly, is to entice beer drinkers to achieve the feeling of foolishness, I understand the

Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.

In addition to these familiar strategies, Ogilvy and NHLBI used different forms of traditional and non-traditional IMC devices to achieve the campaign’s objectives and consistently reinforce transparent messages for the

Consumer insight: The commercial tries to deliver the message that Bud light is good for every occasion, hinting that the consumer motivations be affiliation, i.e., friendly, sociable and wanting to fit in.

Initial discussions on IMC were based on definitions and theoretical understanding, and this discussion is still taking place. IMC or Integrated Marketing Communications according to Schultz (1993) combine and evaluate strategic role of diverse communications to produce a greater impact. It is a process that produces and applies different communication programs starting with the customer and work back to outline right approaches and procedures to progress throughout these influential programs. Another source sees it as a business process that aims to plan, implement and assess influential marketing communications over time. There isn’t a clear definition for it, each source rely on a different definition however according to all found IMC is identified as a strategic process. It’s composed of three main basics: consumer, channels and evaluation of performances. Consumer gives an idea of how an exchange of information affects message’s form and content. Communication channels analyze each channel in apart to

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.

2》 Other beer brands have occupied large market capacity, market share of Carlsberg and Budweiser far exceeds that of Tsingtao beer

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).

Most beer campaigns have a relaxed and approachable brand images that direct consumer's attention to the beer and every aspect that surrounds the experience of drinking it.

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.

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).

Top managers develop long-range plans, called strategic plans that define the company's overall mission and goals. Strategic planning focuses more on issues that affect the company's future survival and growth. To develop strategic plan, top managers also need information from outside the company, such as economic forecasts, technology trends, competitive threats, governmental issues and shareholder concerns.

IMC can be defined as an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message (Belch & Belch, 2013). Agencies overcome this challenge by understanding and embracing technology and its effectiveness in solving clients’ problems.