IMC Decisions Portfolio: Case Studies on Media and Message Strategy

This report presents an analysis of integrated marketing communication (IMC) decisions, covering various aspects such as setting objectives, determining the role of IMC tools, message strategy, media strategy, and measurement in IMC. The report begins by examining the importance of setting clear and measurable objectives in IMC campaigns, emphasizing the impact of budget allocation and the need for effective communication to build a positive brand image. It then delves into the role of IMC tools, using the example of P&G's sales promotion in Pakistan to illustrate the importance of selecting appropriate tools that align with consumer behavior and product quality perceptions. The report further explores message strategy, using the Dove case study to highlight the significance of persuasive communication and its influence on consumer attitudes. Media strategy is discussed through the McDonald's case, emphasizing the importance of effective media utilization and ROI. Finally, the report addresses measurement in IMC, acknowledging the challenges and techniques involved in evaluating the success of IMC goals, with examples from companies like Coca-Cola and Microsoft. The report concludes by underscoring the significance of strategic IMC planning for achieving marketing objectives and building a strong brand presence. This document is available on Desklib, a platform providing AI-based study tools.

DECISIONS AND ISSUES IN
INTEGRATED MARKETING
COMMUNICATION -----ASS TITLE:
IMC DECISIONS PORTFOLIO

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
REFERENCES................................................................................................................................2

Topic 1 Setting objectives
Introduction
Setting objective on IMC in terms to measure the effectiveness of advertising and IMC
campaign. In context of consumer buying decision process, an evoked set can be views as
selected as set of alternatives that consumer generates. Therefore, this aids to build positive
brand image and something very different to occupy the awareness scale.
There are different types of IMC objectives which company has to set. Also, in this
hierarchy is followed through which objectives are formed (Arcos, 2016). Many organizations
use the Advertisement strategy as a source of popularity to their business. It is crucial for
enterprise to build proper advertisement because any issues in strategy can affect the brand
image and sales of firm.
IMC issue
It is important for companies to set proper IMC goals and objectives. This is because it
gives an insight on what objective are to be attained. The setting of goals provide a direction to
enter in market. However, it is necessary to allot or set proper budget in IMC. But in recent time
due to inaccurate budgets in IMC organisation are not able to attain them. The lack of budget in
setting of goals is impacting on company to market their products and services.
Analytical observation-
IMC has to be used in this case study as are-
With the advent of technical advancement, to measure out the results has become
increasingly affordable. Henceforth, the main point is that effective communication efforts
begins with clear, precise and measurable communication.
The setting of objective allows company to develop strategies according to it. Also, it is
base on which overall marketing is done. With help of these goals, competitive advantage is
gained in market. Alongside, it on basis of budget and set objective evaluation is done.
Due to rise in advertisement strategy, many times the cost benefit analysis of money
spent on advertisement ends up being negative. So, there is need to have better and improved
IMC that can aids to analyse the buying behaviour of customers.
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Integrated marketing communication can be one of the strategy that can aids to enhance
the popularity of the enterprise. However, communication must be made in consideration to
organization needs and objectives.
Conclusion
It is concluded that setting of budget in IMC objective is affecting company marketing
campaign. The setting of goals requires to satisfy customer needs. Also, it provides data and
information related to market. Hence, setting of goals is influential tool in IMC.
Topic 2 Determining the role of IMC tools
Introduction
There are different types of IMC tools which enables in advertising. Companies use
various to promote and attract consumers (Meo and et.al. 2014). However, use of tools depends
on target audience and market. IMC tools play important role in sales promotion. It is a
marketing tactic which enable company in sales promotion.
IMC issue/topic
In recent times, P&G has started offering free samples of products in order to increase
sales in Pakistan. Further, they are also checking products quality when customers are buying it.
But it has changed attitude of customer towards P&G products. The quality expected by them are
not up to standards. Thus, consumer behaviour regarding company is impacted. Beside increase
in customer base and sales the company is not able to retain customers. Moreover, people now
do not see P&G product as high standard. Therefore, the reach to target market is low.
Analytical observations
It can be evaluated that sales promotion is IMC tool to help company to promote their
products. Now, people are more concerned about product quality. However, there are several
companies such as P&G, Unilever, etc. that grab attention of customer through sales promotion.
This also allows organisation to enter in new market and compete with rivals. In case of P&G,
customer were highly attracted at initial stage to evaluate quality of product, but sales promotion
was not effective for long time. It only gives insight to co
nsumer regarding quality of product.
It is essential for company to select proper IMC tool so that customer attraction can be
gained. Along with it, sales promotion enable in gathering consumer data and information from
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market regarding quality of product. Therefore, if effective IMC tool is not selected then it does
not support in persuading consumer to try samples.
Conclusion
From above case study of P&G it can be stated that sales promotion impact on consumer
behaviour. The tool provides relevant data and information to company and understand
consumer behaviour. Sales promotion is powerful tool which provide opportunity to interact with
customer.
Topic 3: Message strategy
Introduction
In IMC it is important to deliver a proper message to people to influence their behaviour. It
enables in interacting target audience. When people gets a strong message related to any product
or service, it support in changing their attitude. Persuasive communication outline company
product message that what they are selling in the market. With technological advancement there
are various multimedia and channels through which communication is done. On basis of target
audience message strategy is developed.
IMC issue
Dove has started using message strategy to attract people and enter in new market. They
are focusing on message strategy rather than advertising. Similarly, Dove has entered in China
with help of persuasive communication. But it has failed in attracting people to engage with
brand. Moreover, the campaign started by company has failed resulting in loss of consumers. In
addition awareness grew to 75% but the sales decreased. Moreover, dove used TV episode to
advertise their products and create brand awareness.
Analytical observation
There are several benefits of using message strategy to influence consume behaviour. It
helps in analysing change in consumer attitude. In this there are different theories applied
through which relationship is developed regarding message strategy and attitude of consumer.
The main reason due to which Dove failed in China was ineffective persuasive communication.
The message framed was not related to consumer perception.
So, persuasive communication highly impact on consumer attitude and perception
regarding product. If it is properly framed it creates a positive impact on people attitude. They
are highly attracted towards brand.
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Conclusion
From Dove case study it is summarised that persuasive communication directly influence
attitude of people. It entirely depend on what concept or method strategy is been followed.
However, when persuasive message is not framed properly it does not help generating awareness
in market.
Topic 4: Media strategy
Introduction
In today's marketing environment, integrated marketing communication plays crucial role
to bring out variety of different communication tools to deliver common message. This aids to
build desire impact on customer perception and behaviour. Integrated Marketing
Communication, is linked with efficiency of capitalist. However, McDonald's offer their
customer substantially uniform menu as it inclusive of hamburgers, cheeseburgers, chicken
sandwiches, milk shakes, dessert and ice-cream.
IMC issue-
It is analyzed that the main issue related in media strategy in McDonald's is they did not
use it in effective way. Also, the ROI obtained from it was less. Furthermore, increase in ROT
depends on how much expenditure is done on using different types of media. There was variation
in results of ROI. This is because people ignore message which is delivered through various
types of media. The use of range of media has impacted on consumer interaction with company.
However, now they do not find it necessary to communicate.
Analytical observation-
McDonald's have implement this is to increase their purchase by 50% of the target
market. This is an additional feature to enterprise that has become the recipe for the McDonald's
success and popularity. Therefore, tool as IMC aids to put major focus on brand experience by
innovative features in commodities and to offer affordable price rates.
However, it has been analysed that IMC is tool that allows the marketing manager to plan
and execute marketing communication programmes that creates and maintain needs and wants of
customers. Henceforth, promotion tools are useful to create loyalty among customers. The main
issue to create IMC in media strategy is to focus on number of key components as media mix,
target market, coverage consideration, scheduling, reach, budget consideration, frequency,
creative aspects & mood, flexibility.
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Conclusion
From the above case of McDonald's, it has been interpreted that media strategy aids to
grab the attention of customers. This is assistive tool to understand the needs, wants and
purchasing journey of customers to recognize the threat and opportunity within market.
Topic 5: Measurement in IMC-
Technological advancement is crucial factor that touches every aspect of life to make
world faster, smarter and more mobile than ever (Some aspect of measuring IMC. 2000). In the
present scenario, the customers are more knowledgeable and demanding than ever of
marketplace conditions. Henceforth, technical advancement gives immense power to competitors
and consumers to operate principle of IMC on new level. On the other hand, firms as Microsoft,
Coca-Cola and McDonald’s all have acquired market value that corresponds with intangible
capital. The main aims to measure out the IMC is to achieve considerable sales volume and to
build strong image. To reach out these goals can be defined as Integrated marketing
communication.
IMC Issue-
There are many companies like Coca cola, Microsoft, etc. who measure IMC goals. This
has been useful for them to make find out market share. Moreover, about 40% IMC
measurement are successful. There are many concepts and techniques which are used for
measuring IMC such as traditional, functional methods, etc. Each technique provide outcome
which differ. However, it becomes difficult for company to measure IMC gaols. Due to this they
are not able to develop effective goals as well. Beside this, many times tools and concepts used
in IMC are not able to provide relevant outcomes. Thus, market opportunities are wasted and
IMC process is affected.
Analytical conversation-
The key to successful integrated marketing communication is defined as elements that
can be controlled and leads to accomplish desirable outcomes. Thus, concept of IMC can be
defined as long term synchronization of message and campaign. Communication is very
described term as an activity it aids to create a culture and support an organisation to interact
with society.
On the other hand, there is limitation towards to measurement of IMC is due to the nature
of marketing environment that open to various stimuli and its competing effects from outer
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world. Thus, IMC can be measured on the basis of different technique to analyse the condition of
market. Due to this, the result may get vary.
CONCLSUION
It can be stated that companies like Coca Cola are not facing issues in IMC measurement
tools. It has impacted on their development of goals. Also, due to ineffective outcomes in IMC
the overall process is impacted.
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REFERENCES
Books and Journals
Arcos, R., 2016. Public relations strategic intelligence: Intelligence analysis, communication and
influence. Public relations review. 42(2). pp.264-270.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
Meo, A. and et.al., 2014 The impact of promotional tools on sales promotion. Journal of public
administration and governance. Vol 4. No.2
Online
Some aspect of measuring IMC. 2000. [online] Available through :
<http://facta.junis.ni.ac.rs/eao/eao2000/eao2000-11.pdf>
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