Integrated Marketing Communications Mix Strategy

Integrated Marketing Communications Mix Strategy

Executive Summary

Marketing and management are the essential departments of business that deal with the contemporary and changing issues of the organizations. They focus upon fulfilling the customer's requirements, researching upon their shifting preferences, and meeting all their wants and desires. The business organizations working on large scale are more conscious regarding the mixes of elements that they apply in their functions and activities. Apple and Dell are two similar rivals who compete with each other in terms of quality, strategy and leadership in the laptop industry. This paper focuses upon the integrated marketing communication mix strategies that these companies utilize to promoted their services and products.

The first step to build this communication strategy is divided into four factors: targets, objectives, axes and tools of communication. The communication targets are receivers of the message. Despite the advantages offered by the Integrated Marketing Communication

This reduces the effectiveness of the strategy and that often means repeating again and again, each of the agencies, the strategic elements that have been planned from the company for comprehensive campaign ideally when the owner makes a single presentation and thereafter, the group of provider agencies make the communication approach. Apple and Dell Incorporation uses advertising which is an activity that uses creative techniques to design persuasive communications and identifiable, transmitted through different media.

Table of Contents

Integrated Marketing Communication Mix4

Dimensions of Integrated Communications5

Apple: Laptop Manufacturing6

Dell: Laptop Manufacturing7

Apple vs. Dell: Integrated Marketing Communication Strategy8

IMC Plan10

IMC Model12

Benefits13

Integrated Marketing Communication Mix

The Integrated Marketing Communication mix allows organizations to incorporate advertising services traditional marketing relationships, sales promotion and events to reach even the incorporation of corporate communication. It is the blend of all with a specific purpose to communicate the same message that allows the company to give it a unique positioning and brand value differential (Schultz, 2000). According to the American Association of Advertising Agencies, the Integrated Communications Marketing and discipline results from the application of all the tools of marketing and communications (advertising massive, direct marketing, sales promotion and public relations) and recognize the strategic role of each and combining them on a plan to offer a generic maximum communication impact.

The first step to build this communication strategy is divided into four factors: targets, objectives, axes and tools of communication. The communication targets are receivers of the message. They may correspond to individuals, institutions, or both. The objectives of the communication can be of three different types (cognitive objectives, affective and conative), depending on the needs that the company has set (Kitchen, 1999; Decaudin, 2003). At first, these objectives are to attract the consumer's attention (cognitive objective), to develop his interest in the brand or product (target affective) and push it in action (conative goal). Note that this hierarchy is the same with regard to electronic communication (Kitchen, 2004). Finally, Don Schultz (1994, p.52) summarizes that integrated marketing communications are relations that enable marketers; this connection enables the development of new opportunities in the market (Duncan, ...