Development of an Integrated Marketing Communications Strategies

DEVELOPMENT OF AN
INTEGRATED MARKETING
COMMUNICATIONS
STRATEGIES

Contents
INTRODUCTION.....................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1. Different types of channels of marketing and how they serve communication objectives in an
organization.............................................................................................................................................3
P2. Objective of communication for a given organizational situation......................................................4
P3. Appropriate justification for the selection and integration of channels of communication................5
TASK 3.......................................................................................................................................................6
P4. Creating an integrated marketing plan to meet the objectives of communication and in a given
situation...................................................................................................................................................6
TASK 4.......................................................................................................................................................8
P5. Critical evaluation of an integrated marketing communication plan relation to the communication
strategies, choices of channel and creative content..................................................................................8
CONCLUSIONS........................................................................................................................................9
REFERENCES........................................................................................................................................10
Books and Journals:...............................................................................................................................10

INTRODUCTION
Integrated marketing communication can be understood as a concept which is very
simple in terms which ensures all the types of communication which are accompanying together
so that business can work in a coordination (Aldaihani, F. M. and Ali, N. A. 2018). Integrated
marketing communication or IMC refers to those promotional tools which ensures a business to
run in a harmony in order to accomplish their objectives and goals. This will ensures about the
company to meet his target sales and to earn the competitive benefits along with this to build
relationships and customer loyalty towards the brand. It is an approach which tries to cover all
the phases of marketing communication such as direct marketing, sales promotion, social media,
public relations, advertising and many more. This report is going to prepare on The Falmouth
Hotel which is identified as an oldest hotel in the Falmouth. This is introduced in the year 1863.
It is a London based hotel which is located in Cliff Road, Gllyngvase, Falmouth, UK. This report
is going to discuss on the different types of channels of communication with their critical
evaluation that how they achieve their communication objectives for an organization (Al-
Muhtadi, J. and Et.al., 2019). In this report the role of integrated marketing communication is
discussed that which makes shows the synergic effect between the brand values and positioning
which is obtaining common thought or message of all the methods of communication can be
conveyed on a special way which makes a difference among the rest of the product in the market.
TASK 1
P1. Different types of channels of marketing and how they serve communication objectives in an
organization.
Marketing communication is a concept which is accepted by organizations to convey
their messages to the customers about what the sell, what are their products and services and
most importantly what is their brand is all about in a direct or indirect manner in order to make
them purchase. In context to The Falmouth Hotel, it can be discussed as a tool which is adopted
by organization or by a marketing team whose intention is to convey the information about the
products and services to their potential customers in order to create brand awareness or to create
an image about particular brand in the minds of customer that will help to enhance their purchase
decision. Marketing communication comprises with several methods which helps to improve the
overall performance and reach the target customers of a particular organization.
Advertising: It is a paid and indirect method which is used by organization in order to
provide the information about their products or services through television, print media, radio,
online websites and many more to the customers. It is one of the recognized method which is
used in a wider terms in which a complete information about products or services are conveyed
easily to the huge number of target customers.
Sales promotion: It is a method which includes many short term incentives to encourage
the customers in order to start a purchase of the products and services (Bottrell, D. G. and
Schoenly, K. G., 2018). This will helps to retain the existing customers as well as attract then
new customers with several benefits. It includes discounts, buy one get one offers, coupons,
rebates, paybacks and many more in their promotional tool and techniques.