integrated communications

Good Essays
ICA # 1
Q#1: Identify and explain the components of the integrated marketing communications mix.
A#1: IMC Mix is coordination of all forms of marketing communications consists of components such as Advertising, Personal Selling, Public Relations, Sales Promotions, Experimental Marketing, Direct Response, Digital Communications in to a unified program to maximize the impact on the target audience.
Q#2: "An understanding of Maslow 's Hierarchy of needs and theory of motivation has a direct influence of advertising strategy." EXPLAIN.
A#2: First of all before creating an advertisement a company must have to know about the target audience whom company is targeting. Not only targeting audience plays important role in the success of product and advertisement but also understanding in which criteria of Maslow’s Hierarchy of needs product occurs is necessary to create advertisement. Attracting customers and also fetching product users using product that occurs in same needs category research and analysis must be done. Motives are the condition that satisfies different needs such as Physiological, Safety, Social, Esteem, Self‑actualization. So yes Maslow’s Hierarchy of needs and theory of motivation has direct influence on advertising strategy.
Q#3: How important is it to assess customer attitudes when developing an advertising campaign?
A#3: Customer Attitudes are favorable or unfavorable feelings of a customer towards an idea or an object. It is highly influenced by advertising, opinion leaders, trend setters and friends. Nowadays it is highly influenced by friends and advertising. Word of mouth plays vital role in creating or converting customer attitude towards a product. By knowing and assessing customer attitude and accordingly developing advertisement campaign would help company to create positive and favorable attitude of customer towards product as well as if developed accurately it helps to convert unfavorable attitude of a customer towards a

References: mine Consumer attitude is one of those aspects that measures future demand of the product. Attitude can be positive or negative that defines favorable or unfavorable feelings to a particular product, action or strategy. It is extremely important to assess in terms of advertising because a campaign must be designed around the customers concerning their needs and situations. Positioning of an advertising campaign plays a vital role for example; value-expressive advertising laying out the features of a product with its various uses and its unique image will lead to the success and create optimistic results. Advertisement should meet the expectations that information presented will meet the real objective. It is creative process combining art and science together that should cover social arenas such as human rights, environmental issues, poverty, violence etc to gain positive insights from the consumer. The implications behind their attitude whether pleasant or unpleasant should be studied in depth based on recent trends and influential sources. Digital communication marketing is growing constantly in the revolutionized world. It is important for every business to collaborate new paradigm methods and use social media marketing to access huge consumer market and display the brand products and its services in an efficient way. Most of the companies are using facebook, twitter, public blogs, magazines and mobile technologies to spread the brand awareness, word of mouth, encourage engagement and impart its mission to the consumers. The reference below consist example of U.S increasing investment in online video ads which will turn up to $12.27 billion in 2018. This depicts there is a great shift of $$$ towards being digital as this gains more viewer attention. Mobile traffic has exploded and will continue to do more in near future. Another instance reveals that UK advertising expenditure reached £17,877 in 2013 and looks forward to shift to a record of more than £20bn in 2015.

You May Also Find These Documents Helpful

  • Best Essays

    ASSIGNMENT | GLOBAL INTEGRATED MARKETING COMMUNICATION Assessment for 2009/10 Term 3 Title: Critical Evaluation of Current Marketing Communications Practice & Theoretically Underpinned Marketing Communications Plan Selected Retail Organization: Nordstrom Date of Submission: Submitted To: Submitted By: INTRODUCTION Company’s overview Nordstrom is a sophisticated departmental store that offers a pleasant shopping experience to all who step on its floor. Nordstrom’s target markets…

    • 4162 Words
    • 17 Pages
    Best Essays
  • Powerful Essays

    process of developing and implementing various forms of persuasive communication programs with customers and prospects over time. The goal of IMC is to influence or directly affect the behaviour of the selected audience. IMC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages. Further, IMC makes use of all forms of communication which are relevant to the customer or prospect, and to which they…

    • 7876 Words
    • 32 Pages
    Powerful Essays
  • Good Essays

    Introduction Discussion of the concept Integrated Marketing Communications (IMC) is highly debatable with many varied views. This paper aims to discuss then main definitions, issues, dimensions benefits and barriers surrounding the concept/process. Definition of IMC The definition of integrated marketing communications continues to evolve and there is no shared agreement or meaning. Duncan and Everett (1993) claimed that it is hard to reach a definition of IMC because it is a process and concept…

    • 1547 Words
    • 7 Pages
    Good Essays
  • Better Essays

    Integrated marketing communication Integrated marketing communication (IMC) is 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. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, online communications and social media work together as a unified force rather…

    • 13829 Words
    • 56 Pages
    Better Essays
  • Powerful Essays

    1.0 Introduction "Integrated Marketing Communication (IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. It evaluates the strategic roles of a variety of communications disciplines – for example, general advertising, direct response, sales promotion and PR – and combines these disciplines to provide clarity, consistency and maximum communications impact." -American Association of Advertising Agencies The importance of implementing…

    • 3129 Words
    • 13 Pages
    Powerful Essays
  • Powerful Essays

    QUESTION ONE 1.1 The origins and the major emphases on the field of communication * Corporate communication * Public relations * Marketing and communications * Organizational communication Corporate communication Corporate communication flourishes as a functional corporate activity and as a field of academic study. Corporate communication as a functional corporate activity is the process facilitating information and knowledge exchanges with the internal (employees and stakeholders)…

    • 2746 Words
    • 11 Pages
    Powerful Essays
  • Better Essays

    Communicating Customer Value: Integrated Marketing Communications Strategy Principles of Marketing 14 2. Learning Objectives After studying this chapter, you should be able to: Discuss the process and advantages of integrated marketing communications in communicating customer value Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix Outline the steps in developing effective marketing communications Explain the methods for setting…

    • 1989 Words
    • 8 Pages
    Better Essays
  • Powerful Essays

    fragmentation and the increasing communication options in recent years have contributed to the clutter the world is experiencing today. This has lead marketers to integrate their marketing communication tools in order to break through the barrier of noise and reach the target market, “marketing overload is forcing corporations to shout even louder” (keller 2001). In 1993 Shultz, Tannenbaum and Lauterborn introduced a new concept called Integrated Marketing Communication (IMC). This concept has generated…

    • 1171 Words
    • 5 Pages
    Powerful Essays
  • Powerful Essays

    Arts Science & Commerce ISSN 2229-4686 134 ROLE OF INTEGRATED MARKETING COMMUNICATION IN MODERN INDIAN BUSINESS Dr. Surendra Sisodia Editor- Share Journal of Multidisciplinary Research and Studies, Jaipur (India) Mr. Narendra Telrandhe, Assistant Professor, MGV’s Institute of Management & Research, Nashik (India) ABSTRACT The present paper torches upon the emergence of integrated marketing communications (IMC) that has significantly influenced thinking and acting…

    • 2151 Words
    • 9 Pages
    Powerful Essays
  • Powerful Essays

    Introduction to Integrated Marketing Communications An Integrated Marketing Communications program is based on the foundation provided by the communication model. IMC programs have been described in several ways; the consensus is to define them as follows: Integrated Marketing Communication (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal…

    • 1463 Words
    • 6 Pages
    Powerful Essays