Integrated Marketing Communication and Matrix

Running head: MARKETING
WESTPAC
Marketing
Report 3
9/8/2019

MARKETING 1
Table of Contents
Task 3.........................................................................................................................................2
Introduction................................................................................................................................2
Integrated Marketing Communication and Matrix................................................................2
Integrated Marketing Communication Matrix...................................................................4
Conclusion..................................................................................................................................5
References..................................................................................................................................6

MARKETING 2
Task 3
Introduction
Integrated marketing communication is the combination of different promotional mix tools
that are used by the businesses for promoting the business at different platform and channels
(Barker, 2013). There are number of businesses who are involved in the use of integrated
marketing communication concept for the promotion and marketing their services. In addition
to this, the use of these tools has always supported the businesses in increasing their reach
and scope of the customer and market such that they can give competition to their rivals. The
aim of this report is evaluate the concept of integrated marketing communication and present
its matrix to identify the ICT tools that Westpac is presently using for increasing the intensity
of the promotion of its insurance services in the Australian market.
Integrated Marketing Communication and Matrix
Integrated Marketing Communications is also called as IMC is comprised of coordinating the
different elements of promotion and other activities of marketing that helps in interacting
with the customers (Finne and Grönroos, 2009). The fundamental tools of integrated
marketing communication utilized to attain the communication objective of the company
which are also called as promotional mix. IMC uses channels such as public relation,
advertising, personal selling, sales promotion, direct marketing, digital marketing, etc.
(Sagala, Destriani, Putri and Kumar, 2014). IMC is considered to be essential to attain the
competitive advantage in the market in comparison to the existing rivals. With augmented
level of market research, the customer preferences are clearly understood by the marketing
manager of the business. With this detailed knowledge, the marketing manager is capable to
design the marketing communications that is allied to the preference of the consumer and