Question:
Discuss about the Evolution of Integrated Marketing Communications.
The term IMC is the acronym for integrated marketing communication which is a contemporary approach towards bringing developments and up-gradations in the present communication plans. This approach will enable the business entity to develop a communication system which will allow the firm to develop better and strong bonds with the clients and all the other stakeholders (Belch et al., 2014). This business model has also been considered as liable and relevant for attaining the pre-determined goals and objectives of a marketing event, which has been executed by the business firm so as to communicate with the target consumers regarding the products and services. According to a detailed survey which has been executed by American Association of Advertising Agencies the term integrated marketing communication values the comprehensive tactics which will also be evaluating the tactical roles of the variety of communication standards within the business organization. IMC aids the entity with varied range of benefits and one of the biggest advantages is that the approach stands for a long duration in spreading brand awareness among the target market and this is done at a very minimum expense. As mentioned in the scenario I have been playing a role of IMC manager and the plan is required to be developed for bringing enhancement in the communication plan. Moreover, the further analysis has been executed analysis is made focused on the IMC plan of Fruitaholic which is a business entity and is involved in the business of serving natural fruit juices, freshly squeezed bottle juices, customized juices, smoothies, super-foods, seasonal fruit salads, and other fruit snacks. The further analysis has been presented over the IMC plan so as to facilitate the entity in communication and marketing activities.
“Be a fruitaholic! Come and grab a freshly squeezed bottle from Fruitaholic” is the tag line of the above mentioned Business Corporation. Fruitaholic is the business firm which has been occupied with the business operations and offers an extensive variety of crushed juices, tweaked juices, smoothies, super-foods, regular natural product plates of mixed greens, and other organic product snacks (Blakeman, 2014). The juices and natural product bites add crisp tastes to the shopping knowledge. Furthermore, the entity is concerned about the wellbeing of the consumers. From around 50 squeezes and natural product tidbits that they offer, the consumers will dependably have the capacity to discover something that conveys the medical advantages they require. Besides, the entity strengthens nearby groups by sourcing every one of the provisions from neighborhood farms. Moreover, the business firm is pleased that each Fruitaholic bottle is naturally extracted from neighborhood foods grown from the ground.
Marketing objectives are the milestones which are determined so as to enhance the quality and process of marketing operations. These are the milestones for the firm which is required to be attained for offering a high level of satisfaction to the end consumers. The process is mainly concerned with identification, predictions, and satisfying the consumers’ needs profitably (Schultz, Patti and Kitchen, 2013). The below mentioned are some of the marketing objectives which can be set by Fruitaholic:
The business entity in indulged in the operations and functionalities of serving freshly extracted natural fruit juices (Percy, 2014). The below presented is the segmentation which has been carried out for the Fruitaholic:
Demographic: The business entity will be proven advantageous in this segment as the fruits juices will be consumed in each and every part of the region with the same flow and the sale won’t have any negative effects or slowdowns (Thorson and Moore, 2013).
Psychographic: This segment includes the traits, values, and lifestyles of consumers and as the audience is very much focused towards health and hence the fruit juices will be preferred more as compared to the other drinks.
The target audience is the segments which have been considered as relevant by the business entity for focusing the marketing efforts so as to attain best outcomes and which in-turn will aid the business entity and also the consumers (Lusch and Vargo, 2014). As Fruitaholic has been operating the business in offering the fresh and naturally extracted juices, the main target for the entity can be the audience who are tilted towards health or are more conscious about the health. The sports person, the athletes can be considered as the key variables of the target audience.
The below described are the communication objectives which are required to be accomplished by the business entity so as to communicate the required details of the products and also this will also establish the brand name in the market:
Brand awareness: This objective will aid Fruitaholic in establishing the brand name in the minds if the consumers and also in the market place (Park and Ki, 2017). This objective is required to be developed prior to the sale as if the consumers is already aware about the product then the purchase will be quick.
Favorable attitude: The next step is to stimulate the consumer and develop a favorable attitude towards purchasing the product. The entity should present the product in the market in such a manner so that the consumers develop a positive image about the same.
Brand loyalty: Brand loyalty has been considered as the client’s interest in the product and this can be enhanced by offering the consumers with the best quality within a reasonable price. Developing personal contacts (Parente and Strausbaugh-Hutchinson, 2014), offering better and quick after sales services are some of the factors which will develop and aid the entity in attaining the brand loyalty.
The concept of cognitive strategy has been concerned with the objective of cognitive message strategy and also outlining an advertising which will stimulate the trust of the target audience. As the tag line of Fruitaholic is “Be a fruitaholic! Come and grab a freshly squeezed bottle from Fruitaholic” the business entity can convey the message of staying healthy by focusing the slogan in the advertising campaign (Carroll, 2015).
The below presented is the media plan of Fruitaholic in which the business corporation will implement varied media tactics and media vehicles which will aid the business entity in publicizing its communication objectives and creative strategy:
Online Media: This has been considered as the most relevant tool or mechanism, in which the business entity makes use of online means and platforms for showcasing the products (Al Khattab, As’ad and Zaidan, 2015). For instance, social media can be utilized as the platform by Fruitaholic for advertising and promoting the products. The entity can utilize the online channels adequately and which will be proven beneficial for the entity as it will divert the focus and attaining new consumers in the market.
The below presented are the effectiveness of the media plan
Conclusion
In the limelight of the above analyzed summary it has been concluded that Fruitaholic has been planning for integrated marketing communication and the same should be adopted for developing and maintaining an effective communication system throughout the organizational structure.
References
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing communication perspective. McGraw-Hill Education.
Blakeman, R., 2014. Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
Schultz, D., Patti, C.H. and Kitchen, P.J., 2013. The evolution of integrated marketing communications: The customer-driven marketplace. Routledge.
Percy, L., 2014. Strategic integrated marketing communications. Routledge.
Thorson, E. and Moore, J. eds., 2013. Integrated communication: Synergy of persuasive voices. Psychology Press.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.
Park, H. and Ki, E.J., 2017. Current Trends in Advertising, Public Relations, Integrated Marketing Communication and Strategic Communication Education.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.
Carroll, C.E. ed., 2015. The handbook of communication and corporate reputation (Vol. 49). John Wiley & Sons.
Al Khattab, S.A., As’ad, H. and Zaidan, G.M., 2015. E-Integrated Marketing Communication and Its Impact on Customers’ Attitudes. American Journal of Industrial and Business Management, 5(08), p.538.
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