Advertising Media - Digital Disruptions and Transformations from an IMC Perspective

Running head: MARKETING
Advertising media - digital disruptions and transformations from an IMC perspective
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1MARKETING
Executive Summary
Integrated Marketing Communication (IMC) is such an approach which can achieve the
objectives of the marketing campaign throughout coordinated usage of the promotional methods.
Through different promotional mix, the business organization can increase it sales so that the
customers can get detailed information related to the products as well as services. IMC is
identified as a value of the comprehensive plan which can evaluate the strategic roles of the
communicational disciplines, public relations, personal selling as well as sales promotions. It can
combine to provide consistency as well as increase the communicational impacts. The report is
based on usage of digital and traditional advertising media in context of IMC. There is discussion
of the IMC by means of traditional and digital media success and from media channels to digital
connectivity. The advertising of the organizational products as well as services are done based on
promotional mix.

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Table of Contents
1. Introduction..................................................................................................................................3
2. Usage of digital and traditional advertising media in context of IMC........................................4
2.1 IMC- Traditional and digital media success..........................................................................4
2.2 IMC- From media channels to digital connectivity...............................................................5
2.3 IMC and advertising in promotional mix..............................................................................6
2.4 Integrated Marketing campaign.............................................................................................8
3. Conclusion...................................................................................................................................9
4. Recommendations......................................................................................................................10
References......................................................................................................................................11

3MARKETING
1. Introduction
The report is based on Advertising media - digital disruptions and transformations from
an Integrated Marketing Communication (IMC) perspective”. Arens, Weigold and Arens (2017)
stated that the advertising media is mid of the digital revolution by means of free news,
information as well as advertising from the technological limits towards print as well as
broadcasting. Kerr and Kelly (2017) argued that digitalization can transform the marketing
communications in various set of practices to connect the customers as well as their brands.
Advertising media is bringing infinite reproduction of marketing content, networking of
customers as well as expansion of media from the entertainment which has digital interface with
individuals (Xu, Frankwick and Ramirez 2016). IMC is based on possible core principals such as
insight of customers, decision making, media integration in addition to communication with
various stakeholders represent improvement framework to manage communication into the
digital world.
This report is summarizing the IMC perspectives based on digital disruption as well as
digital transformations so that there is changing of traditional media to the digital success which
make a success and competitive advantage in the marketplace. There is analyzing of IMC and
advertising in promotional mixes to promote the goods as well as services in addition to
communicate with priority target audiences and/or stakeholders.