MARKETING

Integrated Marketing Communications Strategy

Integrated Marketing Communications Strategy

Introduction

Advertising and promotions are sales force of any organization. It is regarded as the interpersonal arm for the communication and process development in the organization (Hackley, 2010). In this paper, the principal focus is subjected to the discussion of examples and practices from the industry. The analysis begins with the emphasis on the development of promotional strategies for the organization. It follows with the significance of these strategies to leverage customers and the organization itself. Market research, competitive advantage and product life cycle are key concepts in the discussion of this subject. Analyzing environment and formulating a marketing mix are key determinants for the purpose of promoting goods and services.

Discussion

Strategic marketing plan is the essence of the organization (Piercy, 2009). It is not enough for organization to develop a product, price it affectively and available it for end customer. Building and maintaining good customer relationship and value proposition is equally important. An integrated marketing communication program is a crucial element to build profitable customer relationships. Many organizations at every level intend to create a mix of communication tool to create customer value. Crispin is the award-winning advertising agency that reflects all the trends in the changing world of integrated marketing communication (Leonard, 2009). This value has leveraged Crispin to evolve from creative shop to an industry giant. It is their turning point. Alex Bogusky is the advertising executive of this creative agency. The integrated marketing communication strategy is the defining principle of this agency. It is a simple yet comprehensive task. According to Bogusky, advertising is anything that makes their client famous. The marketing communication mix is also known as promotion mix for organization. The proportional blend of advertising, public relations, personal selling and sales promotion are pervasive communicating tools for any organization. These are five fundamental tools for promoting products and services to the end customers (Biel, 2012).

The trends and concepts in the age of marketing have developed over the period of time. The changing needs and wants of consumers have transformed us into different era of business. Marketers are transforming from mass marketing to focus and integrated marketing programs. Information technology is the mean to enter into the segmented marketing. There is a diversified portfolio of advertising, sales promotion, public relations, personal selling and direct marketing in the organization (Sisodia & Telrandhe, 2010). Marketing managers have invested millions into the technique of effective media communication (Ewing, 2009). The proximity between marketers and consumers has altered the landscape of new marketing communication. Cell phones, Internet, satellite, digital video recorders and cable television system are new information and communication tools. These tools are embedded with corporate strategies in order to promote products and services to the targeted customers. Marketing communication techniques have been eroded in the past few decades. The natural context of the business practices has evolved the usage of print media into electronic media (Hoffman & Fodor, 2010). Television, magazines, periodicals and newspapers have their own importance for this ...