Aspects of Integrated Marketing Communication (IMC)

Discuss the aspects of the IMC. (The elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations and personal selling). Define each and discuss the pros and cons of the individual elements.

Application to Product/Service

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Provide a quick overview of the product or service you created, the product created is a beach towel, that clings to beach chairs in order to avoid the hassel of a beach towel moving on your chair, which is rather frustrating, the target market is people 55 and older that are retired etc. however all people living in coast areas are target customers.

Provide a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). What changes do you expect to make as the product/service matures?

Describe the message you wish to communicate based on your core strategy. Explain your rationale for the message. Formulate how you will communicate with your target market? Be specific. How will the internet be used in your IMC approach?

Select and explain the most suitable method for measuring advertising effectiveness. Your decision must include research to back up the selected method. Be sure to explain why this is the most effective method to measure the effectiveness of your marketing campaign. Integrated Marketing Communication (IMC)
IMC is a management concept that is developed in order to make all aspects of marketing communication such as advertising, direct marketing, sales promotion, public relation and personal selling work together as a unified force in comparison of permitting each to work in isolation (Smith & Taylor, 2004). Different elements of communication mix are as follow:

Advertising:
Advertising is a paid form of non-personal communication about the products of an organization that is transmitted to target-audience with the help of a mass medium by an identified sponsor. Advertising includes mass media such as radio, newspaper, television, outdoor displays, etc. The main benefit of using advertising is that it is extremely cost-efficient promotional method because it can reach a vast number of people at a low cost per person (Lamb, Hair & McDaniel, 2011). It also helps organizations to make the brand familiar and popular. The main disadvantage of using this method is that through this, firms cannot directly interact with the target audience.

Direct Marketing:
It is a direct communication with the target audience in order to attain immediate response and to build strong relationship with the customers. In direct marketing different persons are contacted separately and it is the reason that message is addressed to a particular person not to the public. It provides benefit of …

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