Marketing and Integrated Brand Promotion

Topics: Marketing, Advertising, Promotion and marketing communications Pages: 6 (1165 words) Published: June 12, 2014


Table of Contents

1. Introduction
The purpose of the essay is to explore integrated marketing communications (IMC), its definitions and issues, and the importance of a target audience within IMC. It also demonstrates the perspectives of integrated brand promotion and the comparison between integrated marketing communications and integrated brand promotion (IBP). All these elements are supported by a number of organizations that are well- known in their industry. this essay provides and discuss some examples Communications Theory helps to understand the audience's needs, emotions, interests and activities which are necessary to ensure the accuracy and relevance of any message. Simple communications theory shows a sender sending a message to the receiver, who receives and understands it. However, in real life, many messages are simply ignored, misunderstood or fail loss (Multimediamarketing, 2014) 2. Integrated marketing communications (IMC).

IMC is a developing method shown to demonstrate the benefits of marketing communication across all functions of a company that affects customer needs. One of the definitions of IMC is ‘’ the process of managing all sources of information about 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 focuses on behavioral responses from the customer and builds relationships between customer and brand. Another definition of IMC is "a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines-for example, general advertising, direct response, sales promotion, and public relations-and combines these disciplines to provide clarity, consistency, and maximum communications impact" (Marketing Executives, 2014). This definition mentions some of the components of integrated marketing communications such as advertising, direct response, sales promotion, and public brining together all these tools, one can achieve an effective campaign. IMC is directed by its use of different medias to send out the message about one product. 2.1 IMC and organizations

The organization can benefit from IMC by consolidating its image, developing a discussion and supporting its relationship with customers. There are many organizations that have been extremely successful and doing excellent jobs of integrating their communication efforts such as Ben & Jerry’s, Nike, The Body Shop, Banana Republic and Apple. These companies established strong brand images by their communication plans which have been an honest outgrowth of their corporate culture (Thorson, 1996). For instance, Guinness is the well-known Irish beer maker that applies the integrated marketing communications strategy. In 2007, it introduced with a campaign that used various media to develop messages and advertisements. Guinness developed 'Its Alive; this idea extended across all of the communication's channels. Also, instead of developing separate messages, communications and marketing campaigns for each type 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...

References: Thorson, 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: [Accessed: 11 May 2014]., (2014). Integrated Marketing Communications (IMC). [online] Available at: [Accessed 12 May. 2014].
O 'Guinn, T., Allen, C. and Semenik, R. (2003). Advertising and integrated brand promotion. 1st ed. Mason, Ohio: Thomson/South-Western.
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