An individual written report on integrated marketing communication Essay

1. IntroductionThe purpose of the assay is to explore incorporated market parleys (IMC), its definitions and issues, and the importance of a target auditory sense inwardly IMC. It also demonstrates the perspectives of unified disfigurement promotion and the comparison between co-ordinated merchandise communication theory and integrated gull promotion (IBP). tout ensemble these elements ar supported by a number of organizations that ar well- known in their assiduity. this essay provides and discuss some examples communications Theory helps to understand the references needs, emotions, interests and activities which are needed to ensure the accuracy and relevance of each message. Simple communications theory shows a sender sending a message to the receiver, who receives and understands it. However, in real life, many messages are simply ignored, construe or fail loss (Multimediamarketing, 2014)2. integrate marketing communications (IMC).IMC is a baffleing method s hown to demonstrate the benefits of marketing communication crosswise all(prenominal) functions of a company that affects customer needs. One of the definitions of IMC is the process of managing all sources of information about a product, service to which a customer or fit is exposed, which behaviorally moves the consumer toward a sale, chief(prenominal)tains customer loyalty (Thorson,1996). According to the above definition, integrated marketing communication focuses on behavioral responses from the customer and builds family relationships between customer and brand.another(prenominal) definition of IMC is a concept of marketing communications planning that recognizes the added apprise of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines-for example, general advertising, direct response, sales promotion, and public relations-and combines these disciplines to provide clarity, consistency, and maximum communications impact (Market ing Executives, 2014). This definition mentions some of the comp binglents of integrated marketing communications much(prenominal) as advertising, direct response, sales promotion, and public relations.by brining together all these tools, one sess achieve an effective campaign. IMC is directed by its use of polar medias to send out the message about one product.2.1 IMC and organizationsThe organization john benefit from IMC by consolidating its image, developing a discussion and supporting its relationship with customers. There are many organizations that afford been extremely lucky and doing subtle jobs of integrating their communication efforts such as Ben & Jerrys, Nike, The Body ca-ca, banana tree Republic and Apple. These companies established strong brand images by their communication plans which put on been an honest outgrowth of their corporate culture (Thorson, 1996). For instance, Guinness is the well-known Irish beer churchman that applies the integrated marketing communications strategy. In 2007, it introduced with a campaign that utilize various media to develop messages and advertisements. Guinness developed Its Alive this idea extended across all of the communications channels.Also, instead of developing separate messages, communications and marketing campaigns for each type of mass media, it chose to improve one main message to interact with its target demographic, which savs time, money and resources (Marketing Executives, 2014) Another example for a company that uses an integrated marketing communication strategy is The Body Shop which has various set such as being against animal testing, protect human rights and the environment. However, these values have not been communicated clearly to the target market. As a result, The Body Shop launched a campaigns focused on re-communicating those values more clearly and effectively, such as Love Your Body, Love Your companionship (LYBLTC).2.2 Target audienceSuccessful business org anizations that use integrated marketing communications have their style of reaching target audiences. They can develop and send messages that are valuable and well-presented, which may cause target audiences to excerpt behavioral, attitudinal and emotional responses. For example, in the United Kingdom, O2, a mobile telecommunications company, developed a new campaign called A world that revolves around you. The main sympathy to create this campaign was prepay customers felt neglected.Approximately 50 per centime of O2s customers took advantage of the campaign to benefit from the offer of a 10 percent refund of their quarterly top-ups. The target audience could understand the hearty media mix that was oriented around them. As a result, it created a successful media plan that involved email, SMS, MMS, online chat rooms and brand street events (Thorson, 1996).3. co-ordinated brand promotion (IBP)Recently, more firms try to adopt an integrated brand promotion and avoid focusin g on traditional mass media advertising. integrated brand promotion is the use of various promotional tools, including advertising in a coordinated manner to build and maintain brand awareness, identity, and predilection(OGuinn, Allen and Semenik, 2003) they mention different promotional tools that have been used instead of advertising, such as event sponsorship, direct marketing, sales promotion, and public relations. However, even though these new methods exist, we still require coordination with the advertising that remains.For example, Procter & Gamble, the company that started marketing soap on the radio successfully shifted to selling soap on tele romance. Today P&G sells many products besides soap. However, P&Gs customers have changed, and new IBP techniques are necessary for its brands. NBC Digital Networks and Starcom Media Vest Group are the partners P&G decided to work with to ensure that its brands are entrenched in the frolic preferred by its targeted c onsumers. Additionally, P&G product promotions have moved to the Web like many other marketers by creating an online docudrama series for its Pampers brand. P&Gs target audience is the couples who are expected to be prime prospects for P&Gs Pampers brand in the future. Integrated brand promotion tools are always preferred by marketers who directed at their target audiences (OGuinn, Allen and Semenik, 2003)4. Integrated marketing communication and integrated brand promotion Integrated marketing communications are often perceived as messages present in different mass media, and integrated brand promotion focuses on expression a brand by looking at the purpose of that brand. These is All about identifying how the brand can improve consumers lives with its benefits, and create an date for them that includes services, information, education and entertainment. It can build an entire brand experience. IBP expresses the company vision and its personality by focusing on the br and that is the foundation for integrated marketing communications. Furthermore, IMC and IBP help companies generate more revenue because IMC achieves companiess object glass in increasing the return on marketing spending and IBP can make the brand more appeal and trustworthy (Thorson, 1996).5. ConclusionThis essay has examined IMC and IBP definitions, events and issues related to both strategies. Also, it describes the importance of audiences within IMC compared to IBP, and presented some successful industry examples, such as Guinness, The Body Shop, P&G and O2. 1089 oral communication6. ReferencesThorson, E. 1996. Integrated communication. Mahwah, N. J. Erlbaum.Marketing Executives. 2014. Integrated Marketing What It Is and Why You Should Embrace It lift off 1. online Available at http//www.marketingexecutives.biz/integrated-marketing-what-it-and-why-you-should-embrace-it-part-1 Accessed 11 May 2014.Multimediamarketing.com, (2014). Integrated Marketing Communications (IMC). online Available at http//www.multimediamarketing.com/mkc/marketingcommunications/ Accessed 12 May. 2014.OGuinn, T., Allen, C. and Semenik, R. (2003). Advertising and integrated brand promotion. 1st ed. Mason, Ohio Thomson/South-Western.