MKT 506: Integrated Marketing Communication
November 4, 2012
Dr. Gary White, Instructor
Marketing is the activity, set of institutions, and processes for creating, communicating, and delivering exchange offerings that have value for customers, clients, partners, and society at large (Belch and Belch, 2012). Over the years, as technology continues to develop at a rapid pace including faster internet, digital photography, and interactive programs, marketing and advertising has become much easier. There are so many new advances in the 21st century. IMC is becoming more significant in marketing practice because of the reduced cost effectiveness of mass media and media fragmentation. As consumers spend more time online and on mobile devices all exposures of the brand need to tie together so they are more likely to be remembered. Increasingly the strategies of brands cannot be understood by looking solely at their advertising. Instead they can be understood by seeing how all aspects of their communications ecosystem work together and in particular how communications are personalized for each customer and react in real time, as in a conversation (Wikipedia, 2012).
In this assignment I selected two advertisements that are very popular. The first one was Exhibit 5-3 in Chapter five on page 149 by the popular handbag collection Coach. Founded in 1941, Coach is one of the most recognized fine accessories brands in the United States and in targeted international markets. Coach offers premium lifestyle accessories to a loyal and growing customer base and provide consumers with fresh, relevant and innovative products that are extremely well made at an attractive price (Seeking Alpha, 2012). The advertisement from the text uses only a picture to deliver the message to the targeted audience. The use of the brand name and picture is an effective...