General Motors: An Overview of Integrated Marketing Approach

Running head: GENERAL MOTORS
GENERAL MOTORS
Name of the Student
Name of the University
Author Note

Overview
The General Motors generally has an old school image and this is the reason why the
organization has not been successful in carrying out the operations successful as the awareness of
the customers with respect to the different products is generally low. With respect to this
perspective, General Motors came up with a comprehensive package for the younger target
audience who were in college or were young graduates1. The moves which were taken by the
firm in the form of the Integrated Marketing Approach can be stated to be quite innovative and
unique.
Evaluating the IMC tools used
The organization made use of generally the newspaper and television advertisement in
their earlier initiatives but as the company was targeting a younger target audience, the company
used newspaper and television as a base to target the IMC plans and to act as a link between its
new initiatives and the older ones2. The company makes use of Promotion ambassadors, Internet,
Magazines and other such modern techniques in order to reach out to the targeted consumers and
increase the awareness of the product in the market. Hence, in lieu of this, it can be stated that
their use of the traditional tools and the modern tools of IMC were largely successful.
1 Blakeman, Robyn. Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield, 2018.
2 Luxton, Sandra, Mike Reid, and Felix Mavondo. "Integrated marketing communication capability and brand performance." Journal of Advertising 44.1 (2015): 37-
46.