Integrated Marketing Communication Plan for Nokia 8 Promotion

This document outlines the Integrated Marketing Communication plan for Nokia 8 promotion. It includes media objectives, media strategy, media tactics, and media budget. The plan covers media types, media class, and media vehicles for target market coverage, amount of reach, and frequency of the message. The document also explains the reasons for choosing each objective and the challenges that might be faced by Nokia.

Running head: INTEGRATED MARKETING COMMUNICATION
INTEGRATED MARKETING COMMUNICATION
Name of the student
Name of the university
Author note

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Table of Contents
Part 1:...............................................................................................................................................2
1. Media Objectives.........................................................................................................................2
Objective 1: Target market coverage for Nokia 8 promotion......................................................2
Objective 2: Amount of reach for Nokia 8 promotion................................................................2
Objective 3: The frequency of the message for Nokia 8 promotion............................................2
2. Explanation..................................................................................................................................3
Reason for choosing objective 1..................................................................................................3
Reason for choosing objective 2..................................................................................................3
Reason for choosing objective 3..................................................................................................3
Part 2: Media Strategy.....................................................................................................................4
1. Media types..............................................................................................................................4
1.1 Media types for objective 1...............................................................................................4
1.2 Media types for objective 2...............................................................................................5
1.3 Media types for objective 3...............................................................................................6
2. Media Class.............................................................................................................................6
3. Media Vehicle........................................................................................................................10
Part 3: Media Tactics.....................................................................................................................13
1. Scheduling and justification..................................................................................................13
2. Execution plan.......................................................................................................................16
Part 4: Media Budget.....................................................................................................................22
1. Budgetary approach for the IMC campaign..........................................................................22
2. Budget....................................................................................................................................23
3. Proportion of the budget for the media classes......................................................................23
References......................................................................................................................................26

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Part 1:
1. Media Objectives
The IMC (Integrated Marketing Communication) plan is dependent on the different
objectives, which assists an organization in maintaining the systematic functioning of the system.
Mulhern (2013) stated that the media objectives help an organization in specifying the degree of
target audience, amount of reach and the frequency of the activities. It supports a venture in
recognizing the different activities that might be considered by the same in order to attract the
target audience. The section will aim at delineating the media objectives for the IMC plan.
Objective 1: Target market coverage for Nokia 8 promotion
The concerned organization, Nokia, targets the youths and target audience between the
age group 19-39 years who are searching for entertainment. The degree of target audience
coverage of the organization will be 30% of the overall market. On the other hand, Nokia also
targets the middle or low-income group of people while providing the low priced product
offerings. On the other hand, the organization segments the target market between Hi- fliers and
trendsetters. Therefore, the concerned organization will be undertaking digital media types for
reaching out to the tech-savvy target audience (Luxton, Reid & Mavondo, 2015).
Objective 2: Amount of reach for Nokia 8 promotion
The amount of reach while utilizing the promotion tools will be North America and Asia
Pacific region as it will be helping the organization in increasing its market holdings (Barker,
2013). The organization aims at conducting the IMC campaign for reaching out to around 2.1
billion people, which will help the organization in maximizing the amount of reach.
Objective 3: The frequency of the message for Nokia 8 promotion
The timeframe that will be followed by the organization while undertaking the marketing
initiative will be 7 months and the frequency of the promotional message will be 5- 7 times a
week.

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2. Explanation
Reason for choosing objective 1
Attracting the attention of the target audience towards the organizational proposition will
support Nokia in enhancing the sales volume and gain a competitive advantage over Samsung
and Apple. The extensive utilization of promotions will also assist the organization in upholding
the efficiency of the operations as per the requirements of the venture. Mihart (2012) stated
that the major goal of an IMC is dependent on attracting the target audience to the product and
service offerings of the business. In this relation, the persuasive promotional objective of Nokia
will be assisting the organization in developing interest among the targeted target audience.
Reason for choosing objective 2
The most important objective of Nokia while marketing Nokia 8 is dependent on the
development of interest among the targeted target audience. The organization will be targeting
the trendsetters segment for applying the IMC framework. The trendsetter group adopts the
emerging technologies and the target age group is 16-30 years of middle income and high-
income consumers.
Reason for choosing objective 3
The objective is to support the geographic segmentation, which will assist the
organization in promoting Nokia 8 widely in the different economies. The organization will be
undertaking frequent communication with the target audience in order to recognize the concerns
that are encountered by the same. The identification of the issues will support the organization in
developing the products and services in order to attract most of the target audience’ attention
towards Nokia 8.
Part 2: Media Strategy
1. Media types
1.1 Media types for Target market coverage
The organization, Nokia, will be undertaking the utilization of different media types for
developing Brand awareness among the targeted target audience. The media types are being
discussed in this section.

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Advertising
Large- scale advertisements will support the organization in upholding the efficiency of
the operations as per the needs of the same while operating in different global market scenarios
(Schultz, Kim & Kang, 2014). Nokia, currently, is looking forward to implement geographic
segmentation, which will be requiring the business to undertake frequent advertisement
campaigns in order to support the promotion of Nokia 8 worldwide. However, the organization
might face different challenges while advertising the proposition due to the existence of
competitors like Apple and Samsung in the market.
Digital marketing
The utilization of digital marketing technologies assists an organization in upholding the
efficacy of the marketing operations in making the target audience aware of the existence of the
brand. In this connection, Nokia’s digital marketing strategy will support the same in making the
target audience aware of the quality of the service and product offerings (Saenko et al., 2016).
The utilization of the digital technologies will support the organization in maximizing the
promotion coverage. However, misutilization of the digital technologies might create negative
promotion through unintended message to the targeted audience.
Public relation
The public relation activities of the organization help the same in facilitating smooth
communication with the different target audience (Mihaela, 2015). It allows the organization in
recognizing the preferences of the target audience while developing their products. As per the
case of Nokia, the venture must undertake PR initiatives in order to make the target audience
aware of the evolution that has been undertaken by the same while launching the product Nokia
8. However, misinterpretation of the message might affect the customer loyalty towards the
organization.
1.2 Media types for Amount of reach
Sales promotion
The sales promotional techniques that are undertaken by organizations help the same in
boosting the value propositions through offers. Nokia might take steps to develop suitable sales

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promotions in order to sustain the high competition global markets with competitors as Apple
and Samsung (Finne & Strandvik, 2012). On the other hand, the development of the sales
promotion technique will be affecting the value propositions of the business while operating in
different global market scenarios.
Guerilla marketing
The guerilla marketing technique assists an organization in adhering to the experiences of
the target audience and thereby promoting the products as per the understanding of the
psychological bonds. The guerilla marketing initiative will support Nokia in providing the target
audience with a memorable experience or novel situation of the Nokia 8. However, the guerilla
marketing initiative might be misinterpreted by the target audience, which might create
significant issues relating to risks in losing brand name through scandals (Kim & Ko, 2012).
The organization aimed at worldwide operations and promotions of the same where cultural
clashes might result to misinterpretation of the message that might affect the smooth functioning
of the promotional elements.
Direct marketing
The direct marketing initiatives of Nokia will support the same in reducing the
intermediary costs that might be incurred while utilizing channels like retailers and
supermarkets. In this relation, the direct marketing initiatives of the organization will help the
same in establishing well grounds of communication with the target audience and recognizing
the concerns. The utilization of direct marketing will also enhance the chances of retrieving a
greater ROI (Return On Investment) for Nokia. However, Nokia’s target market will be limited
to a geographic region through the utilization of the direct marketing strategy. It will affect the
competitive edge of the business while operating in different global market scenarios.
1.3 Media types for frequency
Print media
The utilization of the print media will be helping the organization in maintaining the
efficiency of the operations in order to hold communication with the target audience and
recognize their concerns through the utilization of traditional promotional practice. Nokia might

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utilize the print media in order to attract the attention of majority of the target audience towards
the product and service offerings made by the same (Yang, Kim & Yoo, 2013).
Electronic media
The utilization of the electronic media will be helping the organization in targeting the
trendsetters for communicating the message. The application of different offers should be
communicated to the target audience in order to enhance the rate of sales. However, the sales
promotion initiative of the organization might be affected the intense competition in the global
markets through the existence of players like Apple and Samsung.
Product Placement media
Product placement media will be helping Nokia in maintaining the efficiency of Nokia in
placing the new product through suitable promotional platforms. Frequent advertising assists an
organization in making the target audience aware of the brand and its offerings. Advertisements
will support Nokia in making the diverse people aware of the different aspects of change in the
operations as per the requirements of the venture.
2. Media Class
Media types Media Class
Advertising Broadcast media
The utilization of the broadcast media will support
Nokia in upholding the efficiency of the
promotional activities through the utilization of
different digital technologies. The broadcast media
assists an organization in communicating with the
target audience in a larger scale and less applicable
costs (Tomše & Snoj, 2014). However, the
organization is required to be careful during the
construction of content for the broadcasting media.
Digital marketing Social media marketing
The social media marketing of Nokia will be
assisting the business in maximizing the IMC
operations of the same in the competitive markets.

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The social media marketing of the organization will
be utilizing different media vehicles, which will
simplify the communicational aspect through
reduction of the promotional costs (Shen &
Bissell, 2013). The emergence of the digital
technologies and the advancements in the means of
communication has resulted to the wide utilization
of social media among the community
stakeholders. In this connection, the utilization of
the social media marketing will support the
organization in upholding the efficiency of the
operations through maximization of the target
market coverage (Schmeltz, 2012).
Public relation Charitable event
Charitable events help an organization in gaining
over the trust and confidence of the different
community stakeholders. The trust and confidence
of the communities assists a venture in maintaining
customer loyalty and brand name of the same while
achieving a competitive advantage (Dumitru et al.,
2015). The concerned organization might take steps
to hold sponsorships in different charitable events.
The enhancements in the PR initiatives through the
sponsorships in the charitable events will help
Nokia in promoting the products and services more
efficiently.
Sales promotion Emails
The utilization of Emails will support the
concerned organization in making the consumers
aware of the offers and discounts that are
facilitated by the same (Calder, Malthouse &
Maslowska, 2016). The discounts and offers will
drive the attention of the target audience to make a
buy of Nokia 8. The utilization of emails to the

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individual target target audience will support the
organization in gaining feedback from the same
and thereby judge the product’s likelihood for
sustenance through the consensus. On the other
hand, the sales promotion initiative of Nokia
through emailing will help the business in
maximizing the sales volume as per the
requirements of the venture. Emails will provide
the target audience with a detailed assessment of
the competitive edge of Nokia over Apple and
Samsung which will also facilitate sales growth of
the business.
Guerilla marketing Promotional event
The promotional events such as product or service
launch through press release and the like assists an
organization in making the target audience aware
of the features that are proposed by the same. In
this connection, the concerned organization Nokia
has taken steps to undertake different promotional
events in order to make the target audience aware
of the different changes in the product offerings as
per the needs of the trendsetters. In this
connection, Nokia might take a proactive approach
of communicating with the consumers through the
utilization of promotional events for understanding
the demand that might be faced by the same in the
respective markets before positioning their
products (Mishra, Boynton & Mishra, 2014).
Direct marketing Websites
Websites and web portals act as an effective media
for boosting the sales volume of an organization.
The online purchase of products through the
websites assists an organization in reducing the
costs that might be encountered by the same

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through the inclusion of intermediaries or the
extended version of the supply chain and logistics
(Belch & Belch, 2014). On the other hand, the
creation of the website has helped the organization
in making the target audience awre of the different
changed processes.
Print media Periodical Advertising
The periodical advertisements will be helping the
concerned organization in making the target
audience aware of the product launch through print
media. The print media promotion of Nokia will
aim at developing interests among the target
audience for persuading them to make a buy of the
product or service offerings.
Electronic media Display advertisements
The display advertisements of the organization will
be helping the concerned business in enhancing the
promotional activities through different display
forums and instruments. As per the case of Nokia,
the venture has undertaken steps to develop a Pop
up’s in order to keep the target audience informed
of the developments that are being undertaken by
the organization in the range of products and
services.
Outdoor advertisements Transit advertising
The transit advertisements will be helping the
organization in making the target audience aware
of the product launch while they are on their
feasible routes. On the other hand, the transit
advertisements also aim at providing the target
audience with a memorable positive experience
(Shkurkin et al., 2016).

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3. Media Vehicle
Media Class Media vehicle
Broadcast media Television
The utilization of television advertisements assists
an organization in maximizing the coverage of the
target market. Nokia must take steps to develop
different television advertisements in order to
facilitate suitable communication of the message to
the end level consumers (Ashley & Tuten, 2015).
The frequent television advertisements will support
the organization in building a positive brand name
of the same while operating in different global
market scenarios. It has been reported that Nokia
encounters a limitation in the while undertaking
advertisements in the global markets in comparison
to Apple and Samsung. It has affected the
competitive edge of the same. However, the
improper content of the message in the
advertisement media might affect the brand name
of the same (Kerr & Patti, 2015).

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Social media marketing Facebook
Social media utilization assists an organization in
upholding the efficiency of the operations that are
undertaken by the same as per the objectives of
gaining the attention of most of the target audience
(Thaichon & Quach, 2016). The concerned
organization, Nokia, will be utilizing Facebook as
the social media marketing strategy. The
organization will be creating a page in Facebook,
which will provide the target audience with
different features of Nokia 8. On the other hand,
the social media integration through Facebook will
support Nokia in retrieving feedbacks from the
target audience in order to recognize the concerns
that are faced by the same. The feedbacks will
support the concerned organization in developing
the products and service designs.
Charitable event Sponsorship events
Sponsorship events help an organization in
upholding the efficiency of the operations as per
the requirements of the venture. The sponsorship
events provide the organizations with the ability of
operating as per the CSR objectives (Dumitru et al.,
2015). The trust and confidence of the communities
might be gained through the utilization of
charitable events. It will be ensuring the suitable
development of brand name.
Emails Customized emails
The customized emails will support the
organization in maintaining the efficiency of the
same in holding suitable PR. Emails to the target
audience will support the organization in making
the target audience aware of the product and
service developments and launch of new products

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(Schmeltz, 2012). On the other hand, the
customized emails will support the organization in
attracting the attention of the target audience
towards the different sales promotional offers for
maximizing the sales volume.
Promotional event Press release
The press release initiatives of the organization
aims at making the target audience aware of the
new launch. In this relation, Nokia must undertake
steps to make the target audience aware of the new
product offering to the trendsetting generation
(Jankovic, 2012). The organization is recently
offering a new version of Nokia 8, which will be
facilitated through the utilization of the press
release. However, misinterpretation of the message
in the press release might affect the p0romotional
campaign that is planned by Nokia.
Websites Website developers
The website developers will be assisting the
organization in maintaining the efficiency of
Nokia’s official website. The selective choice of
the content and the informative nature of the same
will support the organization in maximizing the
awareness among the target audience (Yang, Kim
& Yoo, 2013).
Periodical Advertising Brochure
Brochures help an organization in making most of
the target audience aware of the product features
through the utilization of traditional print media. As
per the case of Nokia, the brochure will act as a
reference to the product that the organization is
aiming to launch.
Display advertisements Pop- up advertisements
The organization might also collaborate with

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Google and other relevant web service providers in
order to facilitate pop- ups in the digital media
platform. It will be helping the organization in
maximizing the frequency of the message while
involving the target audience on their feasible
route.
Transit advertising Billboard
The billboard advertisements will be helping the
organization in attracting the attention of huge
amount of customer base while the target audience
are moving from one place to another. On the other
hand, the billboard activities will support Nokia in
making the target audience aware of the business
proposition along with enhancing the brand name
of the same.
Part 3: Media Tactics
1. Scheduling and justification
Scheduling the activities that are undertaken by an organization in order to facilitate the
smooth functioning of the IMC campaign (Yang, Kim & Yoo, 2013). The delineation of the
timeframe and the segregation of the tasks help an organization in monitoring the process and
managing time for supporting the sustenance of the organizations. The identification of the
different timeframes and the systematic functioning of the different departments as per the
schedule help an organization in reducing the costs that might be incurred by the business. The
Gantt chart scheduling procedure will be utilized during the IMC campaign for Nokia. The
utilization of the Gantt chart scheduling will support the concerned organization in reviewing the
processes and thereby create a critical path that should be followed in order to gain the
competitive advantage through minimization of operational costs.
The Broadcast media will be requiring 2 months as the organization will invest most of
its time in assessing the feasibility and applicability of the media in the business model. On the
other hand, the consultation with the stakeholders and the planning attributes require an ample

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amount of time in order to align the efficiency of the business in maintaining the smooth
functioning of the systems. On the other hand, implementing the process would require a long
time, as it is a complex IT project (Mulhern, 2013). The Social media marketing initiative will
be requiring 8 months, as it will be required for encouraging the involvement of the target
audience through enhancement in the brand awareness. The frequent advertising on the social
media platforms help an organization in enhancing the customer loyalty. On the other hand, the
delineation of the product in the social media platform and integration of social media channels
with the corporate website is a lengthy process that will be requiring time. Schmeltz (2012)
stated that consistency is one of the major factors that affect the social media marketing objective
of the business. Therefore, the organization will be requiring an ample amount of time for
developing trust among the consumers.
Charitable event will be requiring 6 months for the completion of the project as it
requires collaboration with the different unit designers. It will support the organization in
upholding the efficiency of the operation as per the requirements of the venture. On the other
hand, Emails require a definite understanding of the needs of the target audience. Emailing the
target audience will be requiring the recruitment of skilled experts and training, which will be
requiring time, and thereby the whole activity will be covered in 3 months. The Promotional
event will be requiring 10 months for completion as it requires huge CAPEX and a proper
assessment of the needs and interests of the target audience. Periodical Advertising will require
4 months, as it requires a huge span of time for designing and circulating the same in the
respective regions. On the other hand, Display advertisements require 7 months due to its
complicated design and the reliance of the same in understanding the psychological needs of the
target audience. Transit advertising will require a duration of 3 months as it requires the market
research before placement. The Website creation activity of the organization will be requiring 4
months as the development of the content and the delineation of the idea is perceived through
consultation with the media managers (Barker, 2013).

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2. Execution plan
Goal Responsible person Activities Timeframe
Implementation of
Broadcast media
Broadcasting media
executives
 The organization
will be
undertaking steps
to study the
feasibility of
applying the
broadcast media.
 The organization
will be
communicating
with the
stakeholders in
order to make the
same aware of the
process design
 The board will be
planning the
broadcasting
vehicle for the
smooth
functioning of the
systems
 Implementing the
broadcasting
activities of the
organization
2 months
Implementation of
Social media
marketing
PR executive of the
organization
 The organization
will be assessing
the feasibility of
8 months

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implementing the
Social media
marketing
initiative
 Planning the
contents of the
Facebook page
 The organization
will be
undertaking
collaboration with
Facebook for
proactive
functioning of the
page
 The organization
will be
undertaking a
budget in order to
recognize the
different fixed
and variable costs
that might be
incurred by the
same
 Creating the
official Facebook
page in order to
maximize the
involvement of
the target

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audience in the
operations of the
business
Implementation of
Charitable event
PR executive of the
organization
 The organization
will be
undertaking an
assessment of the
needs of the
community
 The organization
will undertake
effective
communication
with the relevant
stakeholders
 The organization
will undertake a
thorough
evaluation of the
expenses in the
budget
 The organization
will undertake
sponsorships in
different
charitable and
community
development
programs
6 months
Implementation of PR executive of the  Nokia will be 3 months

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Emails organization evaluating the
consumer base for
targeting the same
 The organization
will undertake
recruitment of
responsible
experts in order to
maintain the
efficacy of the
operations for
sending and
receiving mails
 Proving the
experts with
suitable training
in order to adhere
to the needs of the
target audience
for enabling the
smooth operations
of the IT
 The organization
will send emails
to the target
audience based on
the evaluation of
the target target
audience
 Monitoring and
controlling the

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feedbacks that are
gathered by the
same
Implementation of
Promotional event
PR executive of the
organization
 The organization
will be assessing
the consumer base
and thereby
design the
program as per
the identification
of the interested
consumers
 The organization
will undertake a
Planning
procedure for the
Press release
 Initiating and
implementing the
press release for
making the
consumers aware
of the new
product launch
and its features
10 months
Implementation of
Websites
Website developers
who are collaborating
with Nokia
 The organization
will be
undertaking
consultation with
Website creating
4 months

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agencies for
gaining feedback
on the existing
design
 The organization
will collaborate
with the website
creating agency in
framing a plan in
order to support
the design of the
new website to
suit the purposes
of Nokia 8
 The organization
will be planning
the contents for
the website in
order to provide
the target
audience with a
detailed idea of
the product
 Creating the
website
Implementation of
Periodical Advertising
Print media executives  The organization
will be
undertaking
consultation with
different print
media agencies
4 months

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 The organization
will undertake
collaboration with
the print media
agencies for
designing the
interface of the
print media
campaign
 Implement and
circulate the
brochure
Implementation of
Display advertisements
Digital media
executives
 The organization
will consult and
collaborate with
Google and
digital media
platforms for
creating the pop-
ups
 Implementing the
digital media
through pop ups
in order to
facilitate the
smooth
functioning of the
promotional
activities
7 months
Implementation of
Transit advertising
Print media executives  Communication
with the
3 months

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stakeholders
 Creation of the
banner design
 Collaboration
with the print
media executives
 Installation of the
banners in
different feasible
locations
Monitoring and
controlling
Quality assurance team
of Nokia
 Assessing the
activities that are
implemented by
the organization
 Evaluating the
feedbacks from
the target
audience and
gathering data on
the concerns that
are faced by the
target audience
 Developing and
redesigning the
processes as per
the feedbacks that
are gathered by
the organization
11 months

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Part 4: Media Budget
1. Budgetary approach for the IMC campaign
The budgetary approach is dependent on the decision taken by the management in
upholding the efficiency of the operations as per the requirements of the venture. In this relation,
Nokia will be utilizing the Top- Down budgeting where the senior management of the
organization creates numbers as per the priorities faced by the same and allocates the resources.
The top down budgeting will support the organization in upholding the efficiency of the
operations as per the priorities faced by the same. The concerned budgetary approach will
support the organization in upholding the efficiency of the operations as per the requirements of
the venture. The budgetary approach of the organization will be supported through the
applicability of the marketing elements and the decisions that are undertaken by the
management. Calder, Malthouse and Maslowska (2016) stated that the governance and control
over the different expenses by the management assists the same in assessing the capabilities and
competencies for the smooth functioning of the systems. On the other hand, Finne and Strandvik
(2012) stated that the assessment of the capabilities and competencies of the organization help[s
the same in recognizeing the prospects of success as far the promotional campaign is related.
Therefore, Nokia’s management will be undertaking the Top- Down budgetary approach in order
to assess the needs of the organization and thereby allocating costs as per the priorities faced by
the same.
2. Budget
Activities Perceived expense
(in $ million)
Actual expense
(in $ million)
Advertising 1.5 2
Digital marketing 3 4.5
Public relation 2.5 3
Sales promotion 1.75 2.5
Guerilla marketing 2 1.75
Direct marketing 3.5 4
Periodical Advertising 2.5 3
Display advertisements 3.7 1.75
Transit advertising 1.5 2

25INTEGRATED MARKETING COMMUNICATION
Total Cost 21.95 24.5
3. Proportion of the budget for the media classes
The media classes that are being identified as a part of the promotional campaign are
Broadcast media, Social media marketing, charitable event, Emails, Promotional event and
Websites. The suitable and integrated operations of the media classes will support the
organization in upholding the efficiency of the operation as per the needs of the promotional
event. The delineation of the budgetary expenses and allocating the same in different proportion
to the media classes assists an organization in integrating the marketing communication
objectives (Mihaela, 2015). In this relation, the allocation of the resources to the different media
classes will support the concerned organization in maintaining the efficiency of the marketing
initiatives as per the requirements of the venture.
The broadcasting media might require 40% of the budgetary expenses in order to
facilitate the smooth functioning of the systems. The broadcasting media will be involving the
activities of the media experts and the organization will be outsourcing the services to different
broadcasting channels (Kim & Ko, 2012). It will support the organization in upholding the
efficiency of the promotional activities. On the other hand, the Social media marketing will be
requiring an proportion of 22% of the budget in order to undertake the smooth functioning of the
systems as per the needs of the organization. The concerned organization has planned to
integrate their website with Facebook in order to attract the maximum levels of target audience.
In order to justify the integration of the website with the Facebook official page, the organization
would have to pay an amount to the social media platform.
The organization will also undertake an expense of about 8% for supporting the
charitable promotion, planned by the business. The charitable promotions evoke the need of an
organization in upholding the efficiency of the operations in supporting the needs of the
communities. The charitable events will support the organization in upholding the efficiency of
the operation as per the requirements of the venture. Therefore, the organization will be investing
a good amount for supporting the needs of the communities and thereby attract the attention of
the target audience. Emailing will be made through expenses amounting to around 3% of the

26INTEGRATED MARKETING COMMUNICATION
budget as it will require the organization in recruiting a skilled workforce. The skilled workforce
will not only keep a track of the feedbacks of the target audience but also assist the same.
Delineation of the needs of the target audience will support the same in enhancing the efficacy of
the operation as per the needs of business objectives (Schmeltz, 2012). Billboard will require
1% of the budget for the smooth functioning of the promotional activities as per the objectives.
The promotional events of the organization will be requiring 8% of the budget as it will
support the organization in making the trendsetters aware of the development in the product
offering. The cost of the promotional events are based on the activities that might be considered
by the same in order to facilitate the identification of the concerns that are faced by the same.
The delineation of the needs of the target audience and promotion of the developments will
support the business in developing the interest among the customer groups.
The website creation and development will be requiring 6% of the budgetary expenses
as the organization will be undertaking collaboration with different website creators and
mangers in order to facilitate the smooth functioning of the site. The smooth functioning of the
website will support the organization in upholding the efficiency of the operations as per the
needs of attracting the attention of the target audience. The Brochure will require 5% of the
budgetary expenses and Pop- up advertisements will require 7% of the interim budget.

27INTEGRATED MARKETING COMMUNICATION
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