Purpose and Value of Integrated Marketing
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Prepare a 700-1,050-word paper in which you describe the purpose and value of integrated marketing. In your paper, investigate a company and determine if the company has an integrated marketing campaign. If the company has an integrated marketing plan, what value does it add? If the company doesn't have an integrated marketing plan, how might the company benefit from having an integrated marketing plan? Be sure to properly cite your references. .
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Solution Summary
The solution describes the purpose and value of integrated marketing. It investigates the integrated marketing plan of California State University, Fresno. References included.
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To be able to sell and market a product, it has to undergo comprehensive promotion which involves informing, reminding, and most of all, persuading the consumers about the value of the product. It is where Integrated Marketing Communication (IMC) would be useful as it is the process of efficiently using product promotional tools for the purpose of communicating a clear, universal, and effective promotional message to the target audience. The IMC campaign includes designing a campaign and develops communication strategies for the promotion of the product based on situation and SWOT analysis of the organization. Companies don't integrate marketing just for the sake of doing it; they need to do it to have an effect in the marketplace - for the purpose of growing sales and strengthening brands. IMC has combined and converted not only the tangible inputs but also the intangible ones into outputs. The IMC is very essential in business processes and it should be carefully planned, executed, and managed. A product may have been designed creatively and innovatively but it will not do well in the market if the business management is not familiar with the intricacies and lacks experience of delivering a message to build brand awareness to its prospective customers.
The concept of IMC is based on the role of synergy - a combination of effect of efforts from various activities which exceeds the sum of each individual effect. The positive effect of the IMC programs (e.g., profitability) on markets which are uncertain has been proven many times. IMC promotes the development of dynamic multimedia models that incorporate both uncertainty and synergy with the goal of using it to determine the optimal IMC program.
The company I have chosen is the California State ...
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