Integrated Marketing Communications Advertising and Promotion

Question: Discuss about theIntegrated Marketing Communications for Advertising and Promotion. Answer: Introduction: Defining IMC It is defined to be the simple concept in which the messages and the communications are interlinked to each other. Moreover, it is the integration of the promotion tools used by any of the organization to promote its respective products and services in front of the targeted audiences (Shimp, 2010). It helps in evaluating the brand reputation by promoting all its products effectively in front of the concerned customers within the targeted market segments. Utilization of IMC by Organizations McDonald Corporation is one of the leading fast food restaurants chains throughout the Australian market segments. The company is using the IMC tool to enhance its business process by promoting the products and the desired services to all of the targeted audiences. McDonald Corporation uses several effective strategic campaigning activities such as the advertisements through televisions and using the slogans I m loving it!("McDonald's Australia", 2016). Moreover, singing the song with the same market segments helped the firm in gathering people towards the business process of the organization (Hult, Pride, Ferrell, 2012). The company is Nike Inc. which uses the IMC tool for tactical coordination and includes the brand level and campaign level. The company has promoted its products through televisions, social media, and media relations including different campaigning events. The use of the social media has provided Nike Inc to get in direct two-way communication with its respective c ustomer regarding the products and the respective services which are offered by the organization (Ritchie, 2009). The statement used by Nike for promoting its respective products is Just do it!. It's campaigning was found to be most shared for the year 2010 which significantly increased the global sales up to 7%. There were some other statements used for its campaigning, such as Make it count, Find Greatness (Nike, 2016). The managers played the most significant role in making the entire events for the marketing campaign possible. Getting in direct touch with the customers are important for any of the organization as it increases the chance of attracting more number of the audiences towards the business which finally results in enhancing the sales revenue for the organization. Role of IMC in Business and Marketing Strategy IMC plays the most significant role in evaluating the growth and expansions of the business strategies and business process for any of the concerned organizations. There are certain areas where IMC plays the crucial role, they are the business to business interactions, channels of marketing communications, client-focused communication systems, and communications that are internally directed. It helps in providing greater brand equity, brand differentiation, builds trust between the customers, accountability for the concerned firm and increases the desired level of effectiveness for the complete organization. It has led to getting in two-way communication with the customers so that the customers can be assisted as per their requirements efficiently (Yang Ma, 2013). The use of IMC helps in focusing on developing the longer term relationships with the customers and attracting them by offering lucrative service offers on behalf of the firm. IMC and Its Application in the Organizations Mentioned The use of the digital and the social media plays the most crucial role in making the IMC campaign successful for different organizations like Adidas, Nike, and PUMA. There are certain components of brand equity which need to be analyzed properly, such as the financial values including presence, identity, perceived quality and the commitment. Nike Inc has used the financial values for implementing the process of IMC campaign which consists of the brand dynamics, the conversion model and the evaluator for brand assets. McDonald has implemented the process and increased the effectiveness of IMC by defining the desired time frame, pre-IMC measurement, Post-IMC measurement and comparing with that of the other firms. TV advertisements, social media, sales promotion and an establishment of public relationships with the help of IMC campaigning has helped McDonald Corporation to increase its customer's base. References Hult, G., Pride, W., Ferrell, O. (2012).Marketing. Andover: South-Western/Cengage Learning. McDonald's Australia. (2016).Mcdonalds.com.au. Retrieved 10 August 2016, from https://mcdonalds.com.au/ Nike, (2016).Nike. Retrieved 10 August 2016, from https://www.nike.com/au/en_gb/ Ritchie, C. (2009).Marketing. Harlow: Financial Times Prentice Hall. Shimp, T. (2010).Integrated marketing communications in advertising and promotion. Mason: South-Western/Cengage Learning. Yang, Y. Ma, M. (2013).Proceedings of the 2nd International Conference on Green Communications and Networks 2012 (GCN 2012). Berlin: Springer.