Integrated Marketing Communications: A Review

This assignment requires a thorough review of scholarly literature on Integrated Marketing Communications (IMC). Students need to analyze various theories, models, and frameworks related to IMC. The literature review should encompass different aspects of IMC, such as advertising, public relations, social media marketing, and content marketing. A critical evaluation of the reviewed literature is expected, highlighting key findings, gaps in research, and future directions.

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Advertising and Promotion
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Advertising and Promotion
Contents
Introduction:...............................................................................................................................................3
LO1: Understand the scope of marketing communication:.........................................................................3
1.1 Communication process that applies to advertising and promotion:...............................................3
1.2: The organization of advertising and promotion industry:................................................................5
1.3: How promotion is regulated:............................................................................................................6
1.4: Current trends in advertising and promotion:..................................................................................7
LO2: Understand the role and importance of advertising:..........................................................................8
2.1: The role of advertising in an integrated promotional strategy:........................................................8
2.2: Branding and how it is used to strengthen a business/product:......................................................9
2.3: Creative aspects of advertising:........................................................................................................9
2.4: Ways of working with advertising agencies:...................................................................................10
3.1 Explain primary techniques of below-the–line promotion and how they are used in an integrated
promotional strategy for the chosen business or product...........................................................................11
3.2 Evaluate other techniques in below-the-line promotion.......................................................................12
4.1 Follow an appropriate process for the formulation of a budget for the integrated promotional strategy
using a flowchart.......................................................................................................................................14
4.2 Carry out the development of a promotional plan for your chosen business or product. Demonstrate
using a flowchart.......................................................................................................................................16
4.3 With your chosen business or product, plan the integration of promotional techniques into the
proposed promotional strategy. Use a template for the plan......................................................................18
4.4 Use appropriate techniques for measuring the campaign effectiveness of the business or product you
chose..........................................................................................................................................................19
References:................................................................................................................................................21
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Introduction:
MARCEDES-BENZ, the renowned German automobile corporation, stands on four principles to
make brand distinctiveness. The brand offers consumers with goods which are vibrant, aesthetic,
fashionable and inventive. MARCEDES-BENZ's achievement is due to the company’s incessant
research and progress activities to accomplish enhanced performance and to foster new thoughts
and to execute them. Nevertheless, in 2006 the brand revealed that their advertising method is
being professed as appalling by car purchasers. So, they renovated ad techniques and moved the
focus of their ads from performance to dreams and improvement. According to the association’s
marketing executive, the appearance of the company as a "firm of thoughts" facilitated the brand
to detain larger size of the marketplace as they were competent to influence common people how
MARCEDES-BENZ's fresh and pioneering ideas renovate a car into an ultimate dynamic
machine.
LO1: Understand the scope of marketing communication:
1.1 Communication process that applies to advertising and promotion:
Private and non-private communication conduits can be utilized for advertising communications.
Contained by both of them there are various subchannels. The advertising interactions mix is
currently thought of as comprising six main approaches or varieties of communication
substitutes.
Private significance Channels: Private communication is contact among two or more people
with a precise individual contact with others. The communication originates from a nice
personality. It can be prepared primarily, Or by an individual to viewers, over the phone, or via
post or messengers or e-mails or through portable messages (Mesmer, 2015). The private
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interactions in the situation of advertising can also be classified as connections from promoter,
authority and political associates. The corporation salespersons’ message to clients is contact
from sponsors of the merchandise.
Non-private interactions channels: They comprise media, environments, and proceedings.
Media conduits comprise print medium (tabloid, magazines, mementos, events of seminars),
transmit media (data lines, TV), demonstrate media (commercials, symbols, placards) and
electronic medium (audiotape, film, videodisk, multimedia). The ambiance is what companies
build in their workplace atmosphere. The office internals and externals have a connotation to the
passive consumers (Haryani and Motwani, 2015).
The promotional utensils: The distinctiveness of different promotional utensils are as pursues:
Advertising: Marketing or advertising is a common form of announcement. Because it
converses concurrently to a huge number of citizens and inhabitants know that the same
communication is departing to many communities, they think the promoter comprehends their
purpose for business. Advertising communication can be an average number of period.
Purchasers also can contrast advertisements of different firms selling the equivalent invention.
But marketing cannot have a conversation with the inhabitants. People might not observe and
pay awareness to the commercial. Advertising is a skillful way to accomplish organically
detached potential consumers at a small price per disclosure (Finne and Grönroos, 2017).
Sales endorsement: Sales endorsement apparatus like vouchers, challenge, payments, and the
like work as communiqué media and also sponsor sales. They get consideration and supply
information that might lead the customer to the invention. They incorporate a dissimilar
incitement to the customer to do the deal in a short phase of time (Senic and Senic, 2015).
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Public associations and promotion: News narratives and trait articles are more genuine and
convincing than commercials to readers. The editorials operate as testaments. The significance
gets through to the impending consumers as information, and they might not go away from this
as they go away from the ads.
Personal advertising: Personal advertising as an outgoing channel engages a live, instant, and
interactive connection between people. Personal advertising guides to relations (Marketing
Communication, 2010).
Direct selling: The options are direct correspondences, message, and telemarketing. In these
situations, the communication is tackled to a specific person. The communication can be
modified. Even if corresponding folders and websites are usually consistent to gain effectiveness.
1.2: The organization of advertising and promotion industry:
The organization of promotion and endorsements industry functions under a central structure.
Organization of such business comprises of publicity and advertising administrators working
with inventive managers, acquire and sales representatives and monetary staff associates.
According to research, associations are of five categories in promotion and advertising business.
Firstly, it is the promoter or the consumer such as MARCEDES-BENZ. Another association is
the marketing agency that manufactures and distributes the marketing (O'Guinn, 2010).
Advertising groups are appointed by the promoter to innovate and implement element or all of
their marketing efforts. As MARCEDES-BENZ of Central America employed many advertising
agencies. These agencies will work with building a brand icon of MARCEDES-BENZ in The
U.S. for public, local and trade levels. The contract is for at least 4years and of a yelling amount
of $170 million. Media unions offer a manner to reach projection. Commonly medium offers
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with data or amusement to the audience. Nevertheless, according to the advertising conniver
media generates an atmosphere so that the corporation’s contact message might reach consumers
(U, 2016). Media's main purpose is to trade itself as an instrument for businesses to attain their
clients. Another form of organization is appropriate advertising communications facilities. These
associations have proficiency in certain parts of promotion and advertising and give services in
their regions of capability. Teams like interactive groups such as the internet, public associations
firms, retailing promotion groups are focused advertising communications facilities. The last
contributors of these businesses are those who present security services. Performers, executives,
copiers, photographers, authors, lyrics writers, casual service providers they are identified as
bearing factors of promoters. All these associations work jointly in promotion and advertising
industry for accomplishing a common purpose. And that is to converse the brand meaning
successfully with clients and to construct an affirmative as well as extraordinary intuition among
them (Barton and Behe, 2017).
1.3: How promotion is regulated:
The parameter of promotional actions relied upon the possibility and expected impact of
sponsorship. If the advertising encloses high threat issues the substantial advances toinstantly
remove it or revise it in upcoming promotions instantly. Official enforcement procedures are also
a device for flexible marketings. The thematic effort is made to recognize if there is a advertise
problem being overlooked. They might focus on the false message, misunderstanding of the
message, the efficiency of web-pages and revisit on promotional savings. In case reading of
MARCEDES-BENZ, it is experienced that they altered and toughened their promotional method
in 2006 later than a thematic learning on magnificence car purchasers (O’Donohoe and Kelly,
2010). The promotional movement altered its dictatorial directions to make a new brand icon.
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After noticing that their communication is not being appropriately processed by consumers
MARCEDES-BENZ armored and enlisted a new commercial group in March 2007. Thus
dictatorial tools are pertained to organize the course and outcome of promotional behaviors.
1.4: Current trends in advertising and promotion:
The real inclinations in advertising are associated with the inference of knowledge to correspond
brand significance with great spectators. Advertising is an energetic occupation (Mann, 2012).
Globalization and exercise of wireless contact are recent trends in marketing. Advertising is
flattering more composite because of latest movements. Relating to the detail that now promotes
not just have to imagine about resourceful characteristics of an advertisement but moreover, they
have to estimate beneficial ways to contact and converse with consumers. Interactivity with
prediction has unlocked new entrances for a commercial prospect. Internet link and portable
communication through call-centre compose it trouble-free to converse brand significance with
consumers. However, critics approved that income from the new structures of the commercial is
growing and profits from customary media are declining. Integrated advertising communication
is a different movement in marketing approach. It unites all selling communication posts which
ultimately send a distinct meaning which endorses the brand's objectives. Globalization creates a
predicament on:
 Whether to center on general advertising or confined advertising?
 How functional will be regularity of advertisements?
 How much reliability is required to reach clients?
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The most necessary aspect to think about is that a commercial is a focused act. So it should be
formed in such a manner that it would have several result or contact on those inhabitants who
observes it or gets a hold with it (Stair and Stair, 2011).
The outcome of data and message expertise in MARCEDES-BENZ's marketing and
endorsement is very decisive to the brand's victory. MARCEDES-BENZ has a dynamic web-
page which commenced five little films to endorse the brand name. It also employed amusement
media such as cinemas to construct a noise among customers. Featuring in Fast and Furious films
demonstrated to be an efficient move. MARCEDES-BENZ further created another three short
films and instigated them in their authorized web-page. The exercise of interactive medium and
utilizing other medias to make noise on their interactive medium confirms to be a winning move
(CALL FOR RESEARCH PAPERS: Journal of Promotion Management: Special Issue: Advertising Appeals,
2011).
LO2: Understand the role and importance of advertising:
2.1: The role of advertising in an integrated promotional strategy:
According to marketing critics, promotion is now another constituent of the advertising
communication fund. It is an essential part of an incorporated promotional tactic. Advertising is a
apparatus for group media endorsement, and so diverse types of commercials serve different
ideas of corresponding with projection. Advertising is special from other advertising utensils
such as retailing endorsement, public relationships, personal selling, straight promotion, and
digital advertising and so on. Advertising provides as an instrument for getting clients through
broadcasting, circulars, business indexes, newsagents, television, movie theater, websites, etc.
Settling on which medium to apply is a vital aspect for efficient placement of brand
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communication (Nimani, 2015). Advertising formulates it possible to attain clients on a big scale.
Besides, that marketing might also be employed to construct personal associations with a
projection such as the exercise of e-mails.
2.2: Branding and how it is used to strengthen a business/product:
Branding submits to the quality of an artifact which joins the company with customers. It may be
prepared by employing a reflection, representation, a symbol or a motto. The fundamental
function of branding is to provide the corporation by forming demarcation of merchandise.
According to some research, branding is a device to construct and modify the market status of a
corporation. Branding assists the product growth massively. As branding produces a fair
probability from a firm’s invention, the firm works durable to complete the anticipation of
clients, and so the corporation makes continuous study and improvementcorporation. This
consequences in positive features for customers as well as the business. The business gets viable
benefit by producing a distinguished invention, and the clients are supplied with new or
modernized adaptation of goods. Branding reinforces a product by generating consumer
allegiance and enduring consumer associations. MARCEDES-BENZ, Audi, Nescafe, Reliance
are global brands. Branding rejoices the massiveness of such international brands by forming
customer associations (Taylor, 2016).
2.3: Creative aspects of advertising:
Advertising is a self-motivated standard, so creativeness is a must object to get awareness
through this standard. Without inventiveness, it will be unattainable to cut throughout the
confusion of ads in a viable market. Creative aspects of publicity tactic focus on generating an
intellectual and sharp commercial which will inspire customers to purchase the merchandise.
Four features of promotion approaches are as pursues:
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 Make the creation pertinent with customer requirements
 Promising standards to the client
 Collaborate with brand communication
 Putting invention in the middle of announcement
A successful advertising crusade utilizes these plans to produce an urge and responsiveness
among customers about the invention. These approaches are appraised to be flourishing only if it
makes a constructive impact on the clients. A thriving advertising crusade might be applied for
trademarking, including rebranding a merchandise (Shimp and Andrews, 2014).
2.4: Ways of working with advertising agencies:
The diverse ways of operating with marketing groups are:
 Agency-client enterprise: A strong partnership between the client and the agent is one of
the greatest ways to work with advertising agencies.
 Domestic agency: This is another successful working method.
 Hiring for some element of promotion: Sometimes the promotional activities are divided
between two or more agencies. The marketing operators divide the work among the
agencies.
 Hiring for all of the marketing endeavors: This process is also functional to work with the
advertising agencies.
 Resourceful boutiques: Resourceful boutiques can also function as advertising agencies.
 Media: Media is one of the popular links between advertising and promotion of a
product.
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Selection of a marketing agency relies upon the assessment of the detail that which group
best supplies the association. When the promoter does not have a national bureau, it has to
choose from permanent or recreational agencies. The assortment will rely upon the requirements
of the promoter.
3.1 Explain primary techniques of below-the–line promotion and how they are used in an
integrated promotional strategy for the chosen business or product
Below-the-line promotion is mainly done by the company itself. It means that this type of
promotional activities does not need any agencies. The management department of the
organization takes the full responsibility to promote the products of the company (Haviland
Products Company, 2009). There are various ways through which the promotions can be done.
The methods are as follows,
Direct mail marketing: The direct mail marketing may have mixed results, but if it is
implemented properly, then the result can be done. Direct mail marketing must be handled by the
professionals. The formats and the bodies of the mail must be designed efficiently so that the
customers cannot ignore the mails. The mails must include the effective features of the products.
The cost of direct mail marketing are directly dependent on the size of the organization, but it is
lesser than above-the-line advertising techniques(Schulze, 2011).
Door-to-door marketing: This is the promotional strategy that can take the promotion of the
product to the personal level. It means that the agents of the company visit the customers’ house
and explain them about the features of the products. It needs highly professional and trained
agents who can describe the products’ features effectively. The relationship with the customers is
also needed to be built. The agents must keep one thing in mind that they should not be annoying
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while explaining the products. Most of the door-to-door campaigns are set by the pay on
commission so that the upfront cost remains low and the salesperson have more incentive to
make sales(Door based Power Generation System and Automatic Opening of Door, 2011).
Exterior Location Marketing: The employees of the organization are placedouter premises of
the company in order to seek the attention of the passer-by. It can be said, this technique mainly
uses sandwich-board style promotions, or they may dressed up in costumes to draw the attention
of the customers towards the location of the company. These employees may stand beside the
road to attract the passing drivers. This technique is mainly applicable to small business oriented
companies(Linton and Solomon, 2017).
3.2 Evaluate other techniques in below-the-line promotion.
There are other techniques as well by which below-the-line promotion can be done. By following
these techniques, the customers may get attracted towards the products in the most effective way.
The other techniques of this type of promotion are as follows,
Social media marketing: Social media marketing has been famous in the field for the last few
years. The people are using social media on a regular basis that is why the companies are taking
the advantage of it. This type of marketing technique is mainly imposed in the platforms of
different social media. There are many ways by which the company can post their
advertisements on these platforms. The different type of social media are,
 Facebook: There are hardly a few of people who doesn’t have a Facebook Id. It means
that the companies will be in an advantageous position as they know that their products
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will reach millions of Facebook user across the globe(Abram and Pearlman, 2010). The
advertisement can be done by following few simple steps. First, the company must create
a page and then invite the people to like the page. After getting the response from the
users, the company may post the advertisements of their products. The news will
automatically reach the timelines of the users.
 Twitter: This is another famous social media platform which can be used to promote the
products of the company effectively. After creating an account, the company may post
their ads, and if the ads attract the customers or users of Twitter, then they will follow the
company. This will help the company to build the reputation and the future posts relating
the products.
 Google+: It is also an effective platform and helps the products of the company in many
ways. If the company creates an account in Google+, then the platform is widely opened
to post ads. There are millions of Google+ users across the globe, and if the company
post their ads of the products, then Google automatically sends notifications to its users.
Email Marketing: This stage of the below-the-line promotional strategy includes the platforms
of different email websites. There are various email websites like Gmail, Hotmail, Yahoo mail,
etc. The managers of the company take active participations in order to build the process by
which email marketing will be done. The body of emails must elaborately describe the features
of the products and the customers must get the attraction towards the product(Berezianko, 2013).
The designers must keep all the criteria and demand of the customers while designing the email.
These mails play vital roles depending on which the customers may approach to buy the
products. Lastly, the company must use efficient employees to handle the operations of sending
emails to the customers.
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There are other below-the-line promotional strategies are,
 Individual selling
 Rebates
 Trade in Policy
 Selling with premium
 Free sampling
 Discounts
These are mainly effective in the field of the small businesses. It can be said that the large
businesses are also using some of these strategies in order to expand the field of the
business(Marens, 2016).
4.1 Follow an appropriate process for the formulation of a budget for the integrated
promotional strategy using a flowchart
Making the budget for integrated promotional strategy is essential for any company. The budget
can be termed as the financial plan that is made for a particular period. The promotional
activities are carried out by promotional budget(Yao, Chen and Zhao, 2013). The managers or the
designers of the company must design the budget effectively so that the company gets all the
advantages as far as the financial field is concerned. The process of building the budget is given
through a flow chart,
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Promotional plan
Advertising Do it properly
Sales
Promotion
Follow the
guidelines
Public
relation
Get help from
expert
Social
Media
Choose correct
platform
Execute
Advertising and Promotion
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Promotional plan
Advertising Do it properly
Sales Promotion Follow the
guidelines
Public relation Get help from
expert
Social Media Choose correct
platform
Execute
Advertising and Promotion
4.2 Carry out the development of a promotional plan for your chosen business or product.
Demonstrate using a flowchart
No
Yes
No
Yes
No
Yes
No
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Advertising and Promotion
Promotion is effectively the process of spreading the sales of a product or service while
informing all customers and the stakeholders. It is necessary to build promotional plan in order to
survive in today's competitive market. It has been seen that most of the organization follow some
common ways in order to build the promotional plan (Barnes, 2008). Mercedes-Benz has followed
the above-mentioned steps.
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4.3 With your chosen business or product, plan the integration of promotional techniques
into the proposed promotional strategy. Use a template for the plan
There are various techniques that can be used in order to attract the customers. Mercedes Benz
needs to design the promotional strategies in a proper way so that the company can spread the
name of the brand. Mercedes-Benz uses many promotional techniques to attract the customers
while their main goal remains the same. Here, Mercedes-Benz needs to plan the integration of
the promotional activities so that they can convert them to promotional strategies (Sharma, 2017).
The plan can be made through the following steps,
 Arranging seminars and conference programs for the customers. Where Mercedes-Benz
will show their activities and services.
 Developing the website. It means that Mercedes-Benz will need to develop their website
efficiently so that the customers may get attracted with the design and the presentation
of the website.
 The management department of the company must involve themselves with the local
community. This will help Mercedes-Benz to build a strong customer relation, and the
products of the company will be familiar to the local community as well.
 Making a perfect research in order to reach the target market. It means that in this stage,
Mercedes-Benz must make all the researches to know about the target audience and the
target markets where the company will be able to sell their products.
Mercedes-Benz must follow the mentioned stages effectively in order to achieve the
organizational success. It is crucial for the company to plan the promotional strategies in the
most effective way. The results outcomes will measure the performance of the company.
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4.4 Use appropriate techniques for measuring the campaign effectiveness of the business or
product you chose
The campaigns are the most important part of the promotional activities. The campaigns are
mainly made to boost up the sales of products of the company. In this scenario, the company
needs to put efficient employees in the campaign who will be able to elaborate the specifications
of the organizational products effectively. The customers will automatically get attracted if the
promotion of the products goes right in the campaigns. The effectiveness of the campaigns can
be elaborated in the following ways,
 Compare the sales: In this stage of campaigning the employees, or the agents of
Mercedes Benz explain the different comparisons of sales among the different
companies. It means that the past market of the organization and other companies are
compared in order to get the previous results of the company in the market.
 Analyzing the number of people showing interests: In this stage, the agents of
Mercedes Benz need to point out the interested customers and approach them to buy the
products. This is a big part of the company’s promotional activities. It also helps to boost
the sales of the company.
 Conducting survey upon the people: In this part of the campaign, the agents and the
employees must conduct surveys upon the people who have visited the campaign. This
will help the company to know about the favors and the demands of the people. The
company will produce more products remembering the criteria of people so that they can
sell their products to their future customers.
 A number of coupons: The Company must start giving a coupon facility in order to
attract the customers to visit the campaign sites(Wilde, 2014). It is helpful for the company
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if the customers respond after getting the coupon. The company must keep all the records
of the coupon to remember the numbers of customers who have visited the campaign.
Delivering the coupons to the customers add extra benefits in customers’ mind. They get
influenced by the offer and try to grab the facility. This helps the company in an effective
way as the response from the customers become positive while delivering the coupons.
 Taking feedback from the customers: This part of the promotional activities include
the process of taking feedback from the customers. It means that the customers'
experience after visiting the campaign must be gained. This is helpful to know the pros
and the cons of the campaign so that the Mercedes-Benz avoid the disadvantageous part
of the campaign in future. Moreover, the choices of the customers are also gained
depending on which the company will produce their products to be effective in the
marketing field.
 Plans for the next campaign: In the last stage of the promotional strategy the company
must make further plan to arrange future campaigns. It is to say that a company must not
be relaxed after arranging a single campaign. If they want to be effective in the market,
then they must progress with different campaign plans. Here Mercedes-Benz must
remember the cons to avoid them in the future campaigns. It will help the company to
achieve the organizational goals in the most effective way(Sehgal, 2011). The employees
and the managers of the company must take the active part in planning the future
campaigns.
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Exploration of the Use of Digital Advertising. HortTechnology, 27(1), pp.99-107.
CALL FOR RESEARCH PAPERS: Journal of Promotion Management: Special Issue: Advertising Appeals.
(2011). Journal of Promotion Management, 17(2), pp.273-273.
Finne, Å. and Grönroos, C. (2017). Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), pp.445-463.
Haryani, S. and Motwani, B. (2015). Gender Difference in Consumer Perception towards Online Viral
Marketing Communication. International Journal of Marketing and Business Communication, 4(3).
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Mesmer, K. (2015). My Journey to Understand and Implement the NGSS. Science Scope, 039(04).
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O’Donohoe, S. and Kelly, A. (2010). Advertising and Promotion: An Integrated Marketing
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Berezianko, T. (2013). Features of regulatory policy in the food products sector. Journal of Law and
Psychology, 4(1), pp.37-43.
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Schulze, A. (2011). Werbung in der Zukunft. 1st ed. Saarbrücken: VDM Verlag Dr. Müller.
Sehgal, V. (2011). Supply chain as strategic asset. 1st ed. Hoboken, N.J.: Wiley.
Sharma, R. (2017). Comparative Analysis of Retail Banking Promotional Measures- A study of customer
perception towards promotional strategies adopted by Indian Commercial Banks. Scholedge
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