What are some of the concerns of the marketer when it comes to creating an Integrated Marketing Communications (IMC) approach via the promotional mix components of advertising, public relations, sales promotion, direct marketing, and personal selling?
Select an advertisement to which you have recently been exposed. It can be in any paid communications medium such as TV, radio, newspaper, or magazine. The ad that you select should be one to which others in the class can easily relate, e.g., Verizon's "Can you hear me now?" ads or the Aflac ad (the white duck that squawks AFFFFLAAAAAAAC!)
Evaluate the ad from a consumer perspective. Why do you feel the ad was created in the first place? What is the MESSAGE that the ad is attempting to communicate? What do you see as this ad's major strengths or weaknesses? Do you think the ad was a success?
Some concerns marketers face in creating an integrated marketing communications strategy are alignment of all channels to send the same message, yet cater to different market segments. For example, a new mobile phone product with new features should be promoted as a new product, through advertising, public relations messages, promotions and direct marketing. However, personal selling might also relate the new product to the specific benefits it can provide for the individual consumer. Advertising reaches larger audiences with a general message about the new product. Personal selling relates the message to the individual. Promotion focuses on making the product desirable, by offering special rates or prices or some ...
The solution discusses what are some concerns of the marketer when creating an integrated marketing.