Imc Portfolio

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TABLE OF CONTENTS
Topic| Page|
Decision Making Area 1:Determining the role of IMC Tools * Table of Articles * Summary of Articles * Observations * Conclusion| 3| Decision Making Area 2:Establishing Objectives and Budgeting for the IMC Program * Table of Articles * Summary of Articles * Observations * Conclusion| 8| Decision Making Area 3:Investment Decisions * Table of Articles * Summary of Articles * Observations * Conclusion| 12| Decision Making Area 4:Message Strategy Decisions * Table of Articles * Summary of Articles * Observations * Conclusion| 16| Decision Making Area 5:Measuring the effects of IMC * Table of Articles * Summary of Articles * Observations * Conclusion| 19| Appendices| Insert|

1.0 Determining the role of IMC Tools
Determining the role of Integrated Marketing Communication (IMC) tools in today’s marketing world has become all the more important for marketers because of the changing trends worldwide. Social change and constantly evolving technology has introduced the IMC tools into the mix for successfully achieving growth of an organisation (Belch, et al. 2012). The IMC tools include advertising, direct marketing, interactive and internet marketing, sales promotion, public relations, sponsorship and personal selling. In developing an effective IMC program, marketers must decide which tools could be used, either individually or as a combination. Some tools have disadvantages that can be overcome by the advantages of the other tools. This decision will help them in considering the best way to use/combine them to engage the audience and achieve organisation objectives (Belch, et al. 2012).

1.1 Table of Articles

Article | Source |
Next Generation Research – February 2013 | B&T|
Retailers lack big data skills – March 2013| WARC News  | The social TV race – October 2012 | B&T|

1.2 Summary of Articles

Article 1 Next Generation Research - (Appendix 1)
This article is about the IMC tools of internet/interactive marketing, traditional marketing and advertising. The fragmentation of media channels over the last five years has opened up vast oceans of data which both research companies and businesses are working to translate into actionable insights. Media fragmentation, in turn, means researchers have to be broader with their data collection. While the digital shift may provide the biggest opportunities for brands, it also presents some major hurdles. The article talks about the advent of social media and mobile channels in a big way and how this increases the work that needs to be done to understand the target audience.  

Article 2 Retailers lack big data skills - (Appendix 2)
This article is about the IMC tools of internet/interactive marketing and advertising, and how it is necessary to effectively use data collected from mobile mediums. According to Brian Lent, a leading industry figure, it is of great importance for retailers to develop predictive models to get the maximum benefits from having mobile customers. They also argue that there is a need to add data scientists to the mix of behavioural analysts if they wanted to benefit from the surplus amount of data available.

Article 3 The social TV race - (Appendix 3)
This article is about the IMC tools of internet/interactive marketing and advertising through TV medium, and about how the two tools are being integrated. The key factor that is talked about here is the increase in usage of more than a single screen to consume media. Which implies of course, that there has to be an integration between tools and channels.

1.3 Observations

Observation| Comments|
Challenges| The challenge with IMC tools is choosing the right mix of tools to reach the right audience. Especially in the case of new tools like social media and mobile and tablets, it is important to have a clear idea of the objective to use data collected efficiently. The...
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