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Report on Effectiveness of IMC Campaign

   

Added on  2020-05-28

14 Pages3267 Words175 Views
Running head: IMCIMC PlanName of the Student:Name of the University:Author’s Note:
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2IMCExecutive SummaryThis current report highlights the effectiveness of the IMC campaign in the context of Billabong.However, they want to achieve competitive advantage and strong brand recognition through thiscampaign. Therefore, to meet the customer demand is another goal of their IMC campaign. Inorder to implement this campaign successfully, they have taken IMC strategy, media strategy,and creative strategy. Use of promotional mix strategy through the multi-channel approach isbeneficial to establish an effective communication with the customers. Media strategy focuses onthe use of both printed and digital media. Therefore, by making the message creative thisorganization will be able to make their advertising campaign unique.
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3IMCTable of ContentsIntroduction......................................................................................................................................4IMC strategy....................................................................................................................................4Creative Strategy.............................................................................................................................6Media Strategy.................................................................................................................................8Media Scheduling..........................................................................................................................10Evaluation of the Campaign..........................................................................................................10Conclusion.....................................................................................................................................11References......................................................................................................................................12
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4IMCIntroductionIntegrated marketing communication or IMC plan is crucial for every organization to linkwith all communication strategies. In order to introduce a new product in the market, anorganization needs to communicate with this product (Camilleri 2018). Billabong becomes theworld-class brand by using their unique advertising technique. They use unique methods toimprove their product features. In order to increase the surf-culture Billabong has decided tointroduce a new earplug for the customers. However, the objectives of IMC plan show thatBillabong wants to serve best quality product and to develop best brand recognition across theworld. Their target market includes different ages and gender. However, for their new product,they are targeting the high-class people and frequent surfers especially the teenagers, old peopleand the children who go to the beach and have a high addiction to the earplug. They aim to offergood opportunities to the customers to meet their demand. They are going to take SMARTmarketing strategy to increase the quality of a product based on the customer feedback. On theother hand, they are going to develop a brand awareness program in Australia, USA, and Asia.However, based on the feedback of the customers they can modify their products and increasethe sale of earplugs at different geographical regions.IMC strategyAdoption of multichannel marketing strategy will be effective for Billabong to introducetheir new products in the consumer domain. Multichannel strategy is an effective way ofadvertising as this method allows an organization to use various channels to promote theirproducts (Blakeman 2018). Billabong focuses on both traditional and modern media to advertisetheir products. They use TV, radio, newspaper, billboard, and brochure as the traditional media.
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