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Integrated Marketing Communication

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The final component of the Marketing Strategy is the Marketing Mix. The Marketing Mix is the set of decisions about price, communications and promotion, product policy, channels of distribution, and customer relationship management. Only by addressing these elements can you actually implement your marketing strategy. This week you will focus only on communications and promotion, following an integrated marketing communications (IMC) approach. Such an approach delivers a clear and consistent message to your consumers.

Discuss the aspects of the IMC. (The elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations and personal selling.) Define each and discuss the pros and cons of the individual elements.

Provide a quick overview of the product or service you created (see attached for product information).
Describe the message you wish to communicate based on your core strategy. Explain your rationale for the message. Formulate how you will communicate with your target market? Be specific.

Provide a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). Has the internet played any role in how you developed your marketing approach? Why or why not?

Select and explain the most suitable method for measuring advertising effectiveness.

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Solution Preview

The bleaching cream made by us will be based on the two ingredients hydroquinone and mandelic acid. The cream will not only be effective on the skin but also on various pigmented spots such as freckles, melasma and age spots.

PRICE: The pricing of one ounce lightening gel that has antioxidant properties and helps prevent skin damage with the help of vitamin C. $30.00. This price is expected to provide quick penetration.
There will be TV advertising that will not only introduce the product but also help develop the distribution channel. There will be website that will be a direct marketing tool and will help market the product with lowest overhead cost. The website will also show the TV ...

Solution Summary

This solution talks about integrated marketing communications approach to marketing mix. . It then advances ideas about how to send a clear an unambiguous message to the customer. 502 words.