This document discusses integrated marketing communication and the elements of the marketing communication mix. It analyzes the benefits and disadvantages of different communication elements like advertising, direct marketing, sales promotion, public relations, and personal selling. It then provides an overview of a prospective product called Support Solutions, canes designed to provide more support and safety. The document proposes using advertising, direct marketing, and sales promotion to promote Support Solutions and integrating these elements. It suggests measuring the effectiveness of the campaign by integrating marketing communications and testing new mediums before a larger launch.

1. Unit 3 Individual Project 1
Elisha Sonson
American Intercontinental University
Unit 3 Individual Project
MKT640 – A Managerial Approach to Marketing
Project Type: Unit 3 Individual Project
October 21, 2012

2. Unit 3 Individual Project 2
Abstract
Today, it is important for businesses to take into account the various steps of marketing
communication. These steps are vital because of the challenges and complexity of the whole
communication process. This paper discusses the elements of the communication mix as well as
the benefits and disadvantages of these elements. A brief overview of the integrated marketing
communication (IMC) is also communicated in this paper. An overview of the prospective
product (namely Support Solutions) previously mentioned is discussed.

3. Unit 3 Individual Project 3
Integrated Marketing Communication
Introduction
The successful integration of different elements of the marketing communication mix is a
crucial challenge for experts and retailers alike. Businesses splurge heavily in an attempt to
communicate with their existing and prospective buyers through multiple media channels.
Researchers today have examined the efficacy of these individual elements like advertising and
the collaboration between these elements is important because employing one source may very
well heighten the value of another (Smith, Gopalakrishna, & Chatterjee, 2006).
Communications Channels
The concept of IMC is certainly not a modernistic conception but the demand to integrate a
variation of often different marketing activities has taken on new importance throughout the
years (Hartley, & Pickton, 1999). The concept of IMC is designed to support all facets of
marketing communications and ensure that the element of the businesses marketing
communicates a uniform message. The designed concept of IMC constructs all properties of
marketing communications like sales promotion, public relations, advertising, direct marketing
and personal selling to thrive together as an integrated force instead of allowing each to work in
remoteness (Hartley, & Pickton, 1999). However, when electing on how to appropriately develop
the marketing communication mix to meet the objectives of marketing, it is imperative to reflect
on 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. Unit 3 Individual Project 4
services. 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 be
customized to appeal to any number of consumers. Advertising could also be successful in
constructing a lasting image of a product or service. However, despite its many values there are
some downsides to advertising. The cons are that advertising could induce negative approaches
and distrust. In addition, depending on the communicative medium used, the cost of advertising
can be pricy (Harker 2009).
Pros and cons: direct marketing.
The approach to direct marketing can be defined as an method that allows businesses to
directly 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 and
make a decision to purchase. With the right approach, direct marketing can effectively have
buyers creating a respected long-term relationship. Regardless of its advantages, the
disadvantages to direct marketing are that certain groups of consumers may find it to be an
annoyance. For example, direct marketing involving e-mail, telemarketing and junk mail are
seen 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 buying
experience. Consumers are typically offered some type of incentive like deep discounts and free
samples. There are many pros to sales promotion. Sales promotion provides consumers with the
opportunity of sampling new products as well as sale inactivity. The downside to sale
promotions is that the event or promotion is often short term, which means consumers may not

5. Unit 3 Individual Project 5
have the time to save money to purchase the product or service. Other disadvantages are that sale
promotions often come with a ‘catch.’ For example, consumers may have to purchase more than
one 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’s
charitable and socially dependable activities. The pros to public relations are that it is highly
reliable and consumers acknowledge public relations campaign as information rather than
a funded publication. The downside to public relations however, are that there are minimal
control on the campaign leads as to when and what is disclosed. Another downside is that when a
wrong message is relayed it can send an intimidating communication to consumers, thus causing
them 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 marketing
objectives 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 the
buyer. The supplier is also involved in the buying decision. The downside to personal selling is
that the communication can be inconsistent and the cost of personal selling is often tremendously
high (Katrandjiev, 2000).
Overview of the Product/Service
Support solutions are a line of transparent walking canes that are featured in an array of
stylish colors. Its stylish design has a wider base for safety and more support.
Rationale for Choosing Channels

6. Unit 3 Individual Project 6
The IMC approach for Support Solutions would be to synchronize the marketing
communication by utilizing some of the marketing elements. The elements that would be most
effective for this product would be advertising, direct marketing and sales promotion. The
reasons for choosing these elements are that they can be integrated to reinforce the message that
is 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 using
direct marketing (catalogues, or wellness magazines) or advertised through various medium
(Katrandjiev, 2000). As the product reaches its peak development stage then changes in the IMC
approach to include public relations and personal selling would be made. These non-personal
outlets of interaction would allow for directly pursuing the targeted market and consumers alike.
The Messages
Based on the core strategy the message that would be communicated would be to
influence the elements and qualities utilized by consumers in assessing the competitors’ products
or service. The business mission would be communicated by integrating it in a message that
would influence the attributes of the product in order to alter the perceptions of the consumer
from the competitors’ product. The reason for this message is that this approach would create
avenues whereby consumers are knowledgeable about the product and the product message when
they are ready to make a purchase. Communicating to the targeted market would be in the form
of the various marketing medium such as advertising. The internet would be utilized as a form of
technology to reach a larger audience in less time than other forms of media.
Strategy to Measure the Effectiveness of the Campaign
Dennisonon (2011) affirms that having a marketing strategy is vital the business.
However, finding successful and efficient marketing strategy can be challenging. In developing

7. Unit 3 Individual Project 7
this product (Support Solutions) it would be imperative to engage in a marketing medium to
ensure 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 elements
together 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 what
the 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 the
marketing communications (IMC) to make the campaign effective. The next step would be to
test new mediums to determine what is effective both at the unit level and national level. This is
an important and safer avenue because it allow for testing in specific markets before spending
money across a larger market. One of the most suitable methods for measuring advertising
and/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 her
research advised. This would be effective in that it records marketing results across all units
(2011).
Conclusion
The steps of marketing communication are essential in any business. Successfully
integrating the different elements of the marketing communication can be challenging even to
the experts, but researchers like Dennisonon (2011) have confirmed the efficacy of these
individual elements when properly approached. Although there are benefits to the IMC approach,
barriers to these elements are prevalent.

8. Unit 3 Individual Project 8
References
Dennisonon on, J. (2011). Maximizing Your Message Cost-Effectively Across All Mediums
Franchising World, 43(9), 53
Harker, 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 of
thinking. Journal of Marketing Communications, 5(2), 97-106.
doi:10.1080/135272699345699
Dennisonon on Smith, T., Gopalakrishna, S., & Chatterjee, R. (2006) A Three-Stage Model of
Integrated Marketing Communications at the Marketing–Sales Interface, Journal Of
Marketing Research (JMR), 43(4), 564-579.