Integrated Marketing Communication for Apple: IMC Campaign

Running Head: Integrated marketing Communication
Apple
Integrated marketing Communication
IMC Campaign

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Table of Content
Integrated marketing Communication..................................................................................................2
Advertising.............................................................................................................................................2
Sales Promotion.....................................................................................................................................3
Personal Selling.....................................................................................................................................3
Direct marketing....................................................................................................................................4
Public Relations.....................................................................................................................................4
References.............................................................................................................................................6

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Integrated marketing Communication
According to the American association of Advertising Agencies, the purpose of IMC is to
recognize and understand the significance of a comprehensive plan which evaluates the strategic
roles of a variety of communication disciplines like advertising, public relations, Personal selling, and
sales promotion and combines all these tools to bring consistency and impact in its communication
(Andrews & Shimp, 2017). IMC basically ensures that all forms of communication and messages are
linked together to deliver the same message through all the channels. Apple over the past has been
using traditional and Web 2.0 tools for the marketing communication and has been largely
successful in all its promotional campaign. In order to manage the effectiveness of the IMC
campaigns, the following points have to be kept in mind:
 The first and the foremost step are to identify the correct target audience.
 The second step is to know what has to be communicated to the audience.
 Creation and designing of the message.
 Identify the modes of communication.
 Allocating right resources for the different channels of communication for promotional
activities (Blakeman, 2018).
 Evaluate, monitor and measure the results and the effectiveness of the marketing campaign.
After careful evaluation of the TG and deciding on the message to be communicated, Apple has
come up with following channels to include in its integrated marketing communication:
Advertising
Advertising is one of the most effective ways of brand promotion. A carefully composed
message targeted to the right audience has the potential to deliver unbelievable result for the
organization. Advertising through Bill boards, TV commercials, Radio, Newspaper and digital
marketing helps the company to not only reach a wider audience but it also helps to create brand
awareness. Advertising helps in expediting the process of selling as people are beforehand aware
about the product the company is selling, its usage and utilities, thus making it easier for
comprehension. Advertising has to be done with a combination of traditional marketing and Web 2.0
to reach the entire audience, at the same time it also helps to build an engagement with the
audience who eventually become brand promoters. In the case of Apple, Advertising is important as

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the target audience is tech savvy and likes to consume the content through various channels. The
targeted campaigns of Apple can be reached only through advertising which will help in the increase
of its sales. Social media channel is an effective tool to advertise to the millennial, which is the prime
audience of Apple watch 3 series. Traditional forms such as TV, radio, billboards can be used to
create the brand awareness and reach a wider audience. Thus, the relevancy of advertising lies for
Brand promotion, Brand awareness, Sales promotion, Brand recall and facilitating sales (Koekemoer,
2014). Apple watch series 3 advertisement on radio were aired for almost 7 days a week for a
duration of one month and eventually the frequency reduced to weekends, the timing of the radio
ads used to be in the morning hours and then in the evening. The time was decided based on the
target audience of the Apple watch 3 Series. In the similar manner, the TV commercial were aired
during prime time on Sky Network and Sports channel. This was decided due to the positioning of
the smart watch, people watching sports would have a natural affinity towards the commercial of
the watch, thus solving the purpose of the advertisement. Digital marketing was on social media
platforms and websites based on Infotainment, sports, entertainment, fitness and lifestyle, which
was in sync the target audience of Apple watch series 3.