An individual written report on integrated marketing communication Essay

1. inductionThe purpose of the essay is to explore integrated merchandising discourse theory (IMC), its definitions and issues, and the importance of a aspire interview within IMC. It withal demonstrates the perspectives of integrated tick furtherance and the semblance mingled with integrated marketing parleys and integrated smirch promotion (IBP). either these elements ar supported by a number of organizations that are well- known in their industry. this essay provides and discuss some examples communions Theory helps to understand the audiences needs, emotions, interests and activities which are requirement to ensure the trueness and relevance of any message. Simple communicating theory theory shows a sender send a message to the receiver, who receives and understands it. However, in actu every(prenominal)y life, numerous messages are simply ignored, misinterpret or fail loss (Multimediamarketing, 2014)2. merged marketing communications (IMC).IMC is a develop method shown to demonstrate the avails of marketing communication across entirely functions of a confederation that affects customer needs. One of the definitions of IMC is the process of managing altogether sources of information well-nigh a product, assistance to which a customer or cyclorama is exposed, which behaviorally moves the consumer toward a sale, maintains customer loyalty (Thorson,1996). match to the above definition, integrated marketing communication foc engages on behavioral responses from the customer and builds relationships between customer and target.An some other definition of IMC is a concept of marketing communications preparation that recognizes the added value of a comprehensive figure that evaluates the strategic roles of a variety of communication disciplines-for example, general advertising, station response, gross revenue promotion, and popular relations-and combines these disciplines to provide clarity, consistency, and maximum communicatio ns shock absorber ( trade Executives, 2014). Thisdefinition mentions some of the comp singlents of integrated marketing communications much(prenominal)(prenominal) as advertising, direct response, sales promotion, and public relations.by brining together all these tools, one fundament achieve an useful runnel. IMC is directed by its use of diametric medias to send out the message about one product.2.1 IMC and organizationsThe organization can benefit from IMC by consolidating its image, underdeveloped a countersign and supporting its relationship with customers. There are many organizations that substantiate been extremely flourishing and doing excellent jobs of integrating their communication efforts such as Ben & Jerrys, Nike, The eubstance computer memory, Banana state and Apple. These companies established strong steel images by their communication plans which have been an honest get-go of their corporate culture (Thorson, 1996). For instance, Guinness is the well -known Irish beer desexr that applies the integrated marketing communications strategy. In 2007, it introduced with a safari that apply heterogeneous media to develop messages and advertisements. Guinness developed Its live(a) this idea extended across all of the communications channels.Also, instead of developing separate messages, communications and marketing campaigns for apiece type of big money media, it chose to remedy one main message to interact with its home run demographic, which savs time, money and resources (Marketing Executives, 2014) Another example for a fellowship that uses an integrated marketing communication strategy is The Body Shop which has various value such as universe against animal testing, protecting human rights and the environment. However, these set have not been communicated clearly to the butt joint market. As a result, The Body Shop launched a campaigns focused on re-communicating those values much clearly and effectively, such as Love Your Body, Love Your Community (LYBLTC).2.2 quarry audienceSuccessful business organizations that use integrated marketing communications have their style of reaching target audiences. They can develop and send messages that are of import and well-presented, which may cause target audiences to articulate behavioral, attitudinal and emotional responses. For example, in the United Kingdom, O2, a mobile telecommunications company, developed a smart campaign called A world thatrevolves almost you. The main reason to create this campaign was prepay 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 meld that was oriented around them. As a result, it created a winning media plan that complicated email, SMS, MMS, online chat rooms and fall guy course events (Thorson, 1996).3. compound steel promotion (IBP)Recently, more firms try to adopt an integrated post promotion and avoid focusing on traditional mass media advertising. unified brand promotion is the use of various promotional tools, including advertising in a twin(a) manner to build and maintain brand awareness, identity, and preference(OGuinn, eachen 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 revolutionary methods exist, we still require coordination with the advertising that remains.For example, Procter & Gamble, the company that started selling soap on the radio set 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 Net represents and Starcom Media Vest Group are the partners P&G decided to work with to ensure that its brands are entrenched in the entertainment preferred by its targeted consumers. Additionally, P&G product promotions have go to the Web like many other marketers by creating an online documentary series for its Pampers brand. P&Gs target audience is the couples who are expected to be blossom 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 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, teaching and entertainment. It can build an entirebrand exper ience. IBP expresses the company vision and its personality by focusing on the brand that is the existence for integrated marketing communications. Furthermore, IMC and IBP help companies vex more revenue because IMC achieves companiess nonsubjective in increasing the return on marketing spending and IBP can make the brand more appeal and reliable (Thorson, 1996).5. ConclusionThis essay has examined IMC and IBP definitions, events and issues related to twain 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.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.