An individual written report on integrated marketing communication Essay

1. IntroductionThe purpose of the essay is to explore integrate merchandise communication theory (IMC), its commentarys and issues, and the impressiveness of a organise audience within IMC. It also demonstrates the perspectives of incorporate brand promotion and the comparison between structured marketing communication theory and integrated brand promotion (IBP). All these elements be supported by a number of organizations that atomic number 18 well- known in their industry. this essay provides and discourse some examples Communications Theory helps to understand the audiences needs, emotions, interests and activities which be necessary to ensure the accuracy and relevance of any message. Simple communication theory theory shows a sender sending a message to the receiver, who receives and understands it. However, in real life, galore(postnominal) messages are simply ignored, misunderstood or run loss (Multimediamarketing, 2014)2. Integrated marketing communications ( IMC).IMC is a developing regularity shown to demonstrate the benefits of marketing communication across all functions of a conjunction that affects client needs. One of the definitions of IMC is the process of managing all sources of information ab reveal a product, service to which a customer or prospect is exposed, which behaviorally moves the consumer toward a sale, maintains customer loyalty (Thorson,1996). According to the above definition, integrated marketing communication foc riding habits on behavioral responses from the customer and shapes relationships between customer and brand.Another definition of IMC is a concept of marketing communications planning that recognizes the added value of a extensive plan that evaluates the strategic roles of a variety of communication disciplines-for example, general advertising, groom response, sales promotion, and public relations-and combines these disciplines to provide clarity, consistency, and maximum communications impact ( m erchandise Executives, 2014). Thisdefinition mentions some of the components of integrated marketing communications much(prenominal) as advertising, rent response, sales promotion, and public relations.by brining together all these tools, one give the sack hit an effective carry. IMC is operateed by its use of different medias to send out the message about one product.2.1 IMC and organizationsThe organization can benefit from IMC by consolidating its image, developing a discussion and supporting its relationship with customers. There are many organizations that shake been extremely successful and doing excellent jobs of integrating their communication efforts much(prenominal) as Ben & Jerrys, Nike, The form divulge, Banana Republic and Apple. These companies established well brand images by their communication plans which have been an honest outgrowth of their unified culture (Thorson, 1996). For instance, Guinness is the well-known Irish beer maker that applies the inte grated marketing communications strategy. In 2007, it introduced with a campaign that used various media to develop messages and advertisements. Guinness veritable Its Alive this idea extended across all of the communications channels.Also, instead of developing separate messages, communications and marketing campaigns for each subject 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 values such as being against animal testing, protecting 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 Community (LYBLTC).2.2 Target audience triple-crown business organizations that use integrated marketing communications have their elan of reaching target audiences. They can develop and send messages that are of import and well-presented, which may cause target audiences to express behavioral, attitudinal and emotional responses. For example, in the unite Kingdom, O2, a mobile telecommunications company, developed a new campaign called A world thatrevolves near you. The main reason to create this campaign was pay customers felt neglected.Approximately 50 per cent 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 social media mix that was oriented around them. As a result, it created a successful media plan that involved email, SMS, MMS, online chitchat rooms and brand street events (Thorson, 1996).3. Integrated brand promotion (IBP)Recently, more firms try to adopt an integrated brand promotion and avoid cente ring on traditional mass media advertising. Integrated brand promotion is the use of various promotional tools, including advertising in a coordinated means to build and maintain brand awareness, identity, and preference(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 contain coordination with the advertising that remains.For example, Procter & Gamble, the company that started selling soap on the radio successfully shifted to selling soap on television. 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 pleasure preferred by its targeted consumers. Addit ionally, P&G product promotions have go to the Web like many other marketers by creating an online documentary serial for its Pampers brand. P&Gs target audience is the couples who are evaluate 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 very much perceived as messages present in different mass media, and integrated brand promotion focuses on building 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 experience for them that includes services, information, education and entertainment. It can build an entirebrand experience. IBP expresses the company vision and its personality by focusing on the brand that is the foun dation for integrated marketing communications. Furthermore, IMC and IBP help companies devolve more revenue because IMC achieves companiess objective in increasing the fork out 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 words6. ReferencesThorson, E. 1996. Integrated communication. Mahwah, N. J. Erlbaum.Marketing Executives. 2014. Integrated Marketing What It Is and Why You Should Embrace It Part 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.multimediam arketing.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.