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Mkt640 u3 ip_2011 e.sonson


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Marketing Communication

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Mkt640 u3 ip_2011 e.sonson

  1. 1. Unit 3 Individual Project 1Elisha SonsonAmerican Intercontinental UniversityUnit 3 Individual ProjectMKT640 – A Managerial Approach to MarketingProject Type: Unit 3 Individual ProjectOctober 21, 2012
  2. 2. Unit 3 Individual Project 2AbstractToday, it is important for businesses to take into account the various steps of marketingcommunication. These steps are vital because of the challenges and complexity of the wholecommunication process. This paper discusses the elements of the communication mix as well asthe benefits and disadvantages of these elements. A brief overview of the integrated marketingcommunication (IMC) is also communicated in this paper. An overview of the prospectiveproduct (namely Support Solutions) previously mentioned is discussed.
  3. 3. Unit 3 Individual Project 3Integrated Marketing CommunicationIntroductionThe successful integration of different elements of the marketing communication mix is acrucial challenge for experts and retailers alike. Businesses splurge heavily in an attempt tocommunicate with their existing and prospective buyers through multiple media channels.Researchers today have examined the efficacy of these individual elements like advertising andthe collaboration between these elements is important because employing one source may verywell heighten the value of another (Smith, Gopalakrishna, & Chatterjee, 2006).Communications ChannelsThe concept of IMC is certainly not a modernistic conception but the demand to integrate avariation of often different marketing activities has taken on new importance throughout theyears (Hartley, & Pickton, 1999). The concept of IMC is designed to support all facets ofmarketing communications and ensure that the element of the businesses marketingcommunicates a uniform message. The designed concept of IMC constructs all properties ofmarketing communications like sales promotion, public relations, advertising, direct marketingand personal selling to thrive together as an integrated force instead of allowing each to work inremoteness (Hartley, & Pickton, 1999). However, when electing on how to appropriately developthe marketing communication mix to meet the objectives of marketing, it is imperative to reflecton the benefits and barriers of each element of the marketing communication mix.Pros and cons: advertising.Advertising is a marketing tool that influences geographically scattered audiences.Advertising is a communication of materials that is influential in nature regarding products and
  4. 4. Unit 3 Individual Project 4services. Advantages and disadvantages do exist within this marketing tool. According to Harker(2009), the pros to advertising are that it employs a wide range of avenues and could becustomized to appeal to any number of consumers. Advertising could also be successful inconstructing a lasting image of a product or service. However, despite its many values there aresome downsides to advertising. The cons are that advertising could induce negative approachesand distrust. In addition, depending on the communicative medium used, the cost of advertisingcan be pricy (Harker 2009).Pros and cons: direct marketing.The approach to direct marketing can be defined as an method that allows businesses todirectly reach consumers without the transitional avenues such as those that involve advertising.The advantages of direct marketing are that consumers have the time to look at the product andmake a decision to purchase. With the right approach, direct marketing can effectively havebuyers creating a respected long-term relationship. Regardless of its advantages, thedisadvantages to direct marketing are that certain groups of consumers may find it to be anannoyance. For example, direct marketing involving e-mail, telemarketing and junk mail areseen as an annoyance, thus consumers rational for disregarding this type of marketing(Katrandjiev, 2000).Pros and cons: sales promotion.Sales promotion can be defined as an event or campaign that offers a unique buyingexperience. Consumers are typically offered some type of incentive like deep discounts and freesamples. There are many pros to sales promotion. Sales promotion provides consumers with theopportunity of sampling new products as well as sale inactivity. The downside to salepromotions is that the event or promotion is often short term, which means consumers may not
  5. 5. Unit 3 Individual Project 5have the time to save money to purchase the product or service. Other disadvantages are that salepromotions often come with a ‘catch.’ For example, consumers may have to purchase more thanone product in other to get the deal (Katrandjiev, 2000).Pros and cons: public relations.Public relations are a communication tool that updates consumers regarding a business’scharitable and socially dependable activities. The pros to public relations are that it is highlyreliable and consumers acknowledge public relations campaign as information rather thana funded publication. The downside to public relations however, are that there are minimalcontrol on the campaign leads as to when and what is disclosed. Another downside is that when awrong message is relayed it can send an intimidating communication to consumers, thus causingthem to boycott the product or service (Katrandjiev, 2000).Pros and cons: personal selling.Personal selling can be defined as activities that are focused towards achieving marketingobjectives through sustaining direct consumer-supplier relationship through personal interaction.The pros to personal selling are that it offers two-way communication that can be designed to thebuyer. The supplier is also involved in the buying decision. The downside to personal selling isthat the communication can be inconsistent and the cost of personal selling is often tremendouslyhigh (Katrandjiev, 2000).Overview of the Product/ServiceSupport solutions are a line of transparent walking canes that are featured in an array ofstylish colors. Its stylish design has a wider base for safety and more support.Rationale for Choosing Channels
  6. 6. Unit 3 Individual Project 6The IMC approach for Support Solutions would be to synchronize the marketingcommunication by utilizing some of the marketing elements. The elements that would be mosteffective for this product would be advertising, direct marketing and sales promotion. Thereasons for choosing these elements are that they can be integrated to reinforce the message thatis being communicated in each element and to avert conflicting communications. For example,the marketing communication can be integrated in that a sales promotion can be launched usingdirect marketing (catalogues, or wellness magazines) or advertised through various medium(Katrandjiev, 2000). As the product reaches its peak development stage then changes in the IMCapproach to include public relations and personal selling would be made. These non-personaloutlets of interaction would allow for directly pursuing the targeted market and consumers alike.The MessagesBased on the core strategy the message that would be communicated would be toinfluence the elements and qualities utilized by consumers in assessing the competitors’ productsor service. The business mission would be communicated by integrating it in a message thatwould influence the attributes of the product in order to alter the perceptions of the consumerfrom the competitors’ product. The reason for this message is that this approach would createavenues whereby consumers are knowledgeable about the product and the product message whenthey are ready to make a purchase. Communicating to the targeted market would be in the formof the various marketing medium such as advertising. The internet would be utilized as a form oftechnology to reach a larger audience in less time than other forms of media.Strategy to Measure the Effectiveness of the CampaignDennisonon (2011) affirms that having a marketing strategy is vital the business.However, finding successful and efficient marketing strategy can be challenging. In developing
  7. 7. Unit 3 Individual Project 7this product (Support Solutions) it would be imperative to engage in a marketing medium toensure cost are managed throughout the campaign and to also determine the return on investment(ROI) during the campaign. First, a unified campaign that links all of the marketing elementstogether will be launched to deliver a consistent message. In Dennisonon’s researched article,she expresses that integrating marketing elements works well and is effective in defining whatthe company want its marketing campaign to grow up to be (2011).To measure the effective of the campaign the first step would be to integrate themarketing communications (IMC) to make the campaign effective. The next step would be totest new mediums to determine what is effective both at the unit level and national level. This isan important and safer avenue because it allow for testing in specific markets before spendingmoney across a larger market. One of the most suitable methods for measuring advertisingand/or promotional effectiveness is to approach mediums like social website (Facebook,Twitter). This is effective because these mediums solicit feedbacks and consumer questions.Implementing a consistent point of sale (POS) system is another approach Dennisonon in herresearch advised. This would be effective in that it records marketing results across all units(2011).ConclusionThe steps of marketing communication are essential in any business. Successfullyintegrating the different elements of the marketing communication can be challenging even tothe experts, but researchers like Dennisonon (2011) have confirmed the efficacy of theseindividual elements when properly approached. Although there are benefits to the IMC approach,barriers to these elements are prevalent.
  8. 8. Unit 3 Individual Project 8ReferencesDennisonon on, J. (2011). Maximizing Your Message Cost-Effectively Across All MediumsFranchising World, 43(9), 53Harker, D. (2004), Improving the Effectiveness of Advertising Self-Regulatory Schemes:Empowering the Public Journal Of Marketing Management, 20(5/6), 625-638.Hartley, B., & Pickton, D. (1999) Integrated marketing communications requires a new way ofthinking. Journal of Marketing Communications, 5(2), 97-106.doi:10.1080/135272699345699Dennisonon on Smith, T., Gopalakrishna, S., & Chatterjee, R. (2006) A Three-Stage Model ofIntegrated Marketing Communications at the Marketing–Sales Interface, Journal OfMarketing Research (JMR), 43(4), 564-579.