Learning Portfolio

Table of Contents

Introduction1

Integrated Marketing Communications1

Discussion4

The Internet4

News Media Examples4

Creative Examples7

Advertising11

News Media Examples11

Creative Examples14

Sales Promotion16

News Media Examples17

Creative Media Examples19

Public Relations19

News Media Example20

Creative Media Example20

Direct Marketing21

News Media Example21

Conclusion22

Works Cited24

Works Cited24

Learning Portfolio

Introduction

This paper aims to discuss in detail the various marketing communication tools of the Integrated Marketing Communications, with respect to detailed understanding obtained through detailed research and analysis of various examples and the insights gained from these.

Integrated Marketing Communications

Integrated Marketing Communications (IMC) simply defined is a concept that guarantees cohesive unison of all the marketing and communication messages. In its basic sense, IMC joins all the relevant marketing tools, which points towards one of the essential P's of a marketing mix, which is Promotion. Integrated Marketing Communications combines the various communications tools that is encompassed by the Promotions, to develop and execute a logical and a suitable marketing, or promotions campaign (Multimedia Marketing, 1995).

Some of the benefits of employing a successful and a well thought out Integrated Marketing Communications strategy leads to boost in the sales volume, gaining competitive advantage over other competitors. More benefits of IMC includes the saving of time, relieving stress and additional costs on the basis of much effort that has to be put in the planning phase of developing a Integrated Marketing Communications of a business or a product. Moreover, this form of communication engages consumers from the point of making the decision to purchase or consume a product until they actual purchase the good. The Multimedia Marketing (1995) aptly describes this form of engagement as the 'Relationship Marketing'. The messages, which executed through various communications tools, enthrall and build hype amongst the potential consumers for the product or service that is being marketed.

Meadows (2011) defines Integrated Marketing Communications as a model that strives to build long term relationships with customers through developing and execution of lucid, meaningful and consistent communication messages that are customer specific. Moreover, Meadows (2011) identifies that the aim of IMC is to create strategies that unites not only the consumer with the message being delivered but also all of the strategist involved in the developing phase. This leads to team synergy that results in an effective planning and execution of all the marketing tools employed.

Furthermore, Meadows (2011) recognizes the five vital characteristics of IMC, the first being that all the marketers must clearly state the desired outcomes being expected after the execution of the IMC. In addition, all the strategists must ensure that they have clearly outlined and researched about their targeted set of consumers, their tastes and preferences, demographics, attitudes, behaviors and perceptions. Similarly, these strategists, or marketers also need to understand the fundamental rule of marketing that being 'the consumer is the king', and thus, ideate their plans accordingly, so that in the end maximum customer satisfaction could be achieved. Thus, all essential market and data research pertaining to the targeted consumer's preferences must be carried out before the planning phase begins. The third characteristic identified by Meadows (2011) is the importance for all the content of the marketing messages ...