Integrated Marketing Communication

This document discusses integrated marketing communication (IMC) and its importance in conveying a unified message through different channels. It explores different types of marketing channels and how they serve communication objectives within an organization. The document also covers the design of communication objectives for a given organization situation and justifies the selection and integration of communication channels. It is based on the case of Cancer Research UK, a charitable organization spreading awareness about cancer.

Integrated Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Different types of marketing channels and how they serve communication objective within
an organisation............................................................................................................................1
TASK 2............................................................................................................................................3
P2 Design communication objectives for a given organisation situation...................................3
P3 Justification for the selection and integration of communication channels...........................5
TASK 3............................................................................................................................................7
P4 Marketing communication plan that effectively meets communication objectives...............7
TASK 4............................................................................................................................................9
P5 Marketing communication plan in relation to the communication strategy, channel choice,
creative content...........................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Integrated marketing communication (IMC) is consider as an important application that
includes brand messaging within the both traditional and non-traditional marketing channels. It
also implement various promotional methods that assist to reinforce with each others. In this
context, IMC is a process that used by company to conveying a unified message by using
different channels with the aim of increasing higher customers engagement. This can be enhance
the positive brand image at global level. Along with this, it is also ensures that all type of
communication and message are effectively linked with each others so that customers get aware
about the company and its offerings (Finne and Grönroos, 2017). Basically, IMC is based on
integrating all the promotional tools so that all these are work together in harmony. It may
effective in developing competitive and famous organisational image at market place. Current
project is based on Cancer Research UK, is a famous charitable organisation that spread
awareness about the cancer in public so that they get effectively aware. One of the main aim of
this organisation is to reduce the number of deaths from cancer. For attaining the same,
company also provide proper information on the basis of cancer and also organise campaign with
the aim of raising awareness of the disease and at the same time also influencing public policy.
This project is going to discussed about various marketing channel and how it serve effective
objectives of communication, device communication objectives and also justify the best suitable
communication objectives. Furthermore, marketing communication plan is also discussed here
that is related to communicating strategy, channel choice and creative content as well. It directly
support in increasing customers engagement towards the company and its products as well.
TASK 1
P1 Different types of marketing channels and how they serve communication objective within an
organisation
Marketing channel is an effective system that focus on distributing products from the
manufacturer to the final customers as per their needs and wants. Mainly, it used by company to
reach their end used and at the same time also understand their actual needs and wants. This can
be beneficial in satisfying their needs and wants (Blakeman, 2018). This type of process is also
known as channel of distribution that may assist company in improving their customers base by
providing them proper knowledge and awareness towards the products and services as well. This
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is the reason that, company is responsible for using appropriate channel of marketing so that
competitive advantages can be easily attained. Cancer Research UK, is also use appropriate
marketing channel to convey their message in front of public. Company also use different
techniques and ways to invite and reach end customers. In this context, it is also used as an
important management tool because each and every products have different channel of
distribution because of its unique feature and quality as well (Bruhn and Schnebelen, 2017).
Therefore, it is also related with various aspects such as nature of the products, availability of
funds, market size, legal environment and many more. All these are put its impact over the
distribution process of specified products and services. In this context there are different type of
marketing channels which used by Cancer Research UK with the aim of communicating with
their customers:
 Through website: In communicating with public, this method play a significant role and
also makes positive image in people mind towards the company. In this, Cancer Research
UK opening their own websites and provide them proper information about its services to
its customers. By this, patients can get proper services through company and also
enhance the possibilities of increasing the good brand image at competitive market.
 Social media: This type of marketing channel is also play a significant role in attaining all
the marketing objectives of company. Basically, it is an appropriate process of promoting
the business image by social media channels. By this marketing channel, Cancer
Research UK manage to get massive attention within this channel and at the same time
also interact with their customers. It is type of modern way of communication by which
company develop their social media platforms for promoting or spreading their
awareness in market place. This can be beneficial in managing strong customers base by
developing positive relation with them.
 Direct Selling: In this type of marketing channel, goods are produce by manufacturer and
directly sale to its end customers. As there is no role of intermediaries as all the services
are directly sale by company to its consumers. By using this method, Cancer Research
UK directly communicate with their patients and provide them services accordingly. This
can be beneficial in encouraging large number of people towards its services (Porcu, Del
Barrio-Garcia and Kitchen, 2017). With the help of this type of marketing channel
company can easily increase its famous brand image at market place.
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 Personal selling: It is consider as an important marketing channel in which company
interact face to face with one or more people with the aim of giving them proper
information. In context to Cancer Research UK, it is one of the effective tool in which
message can be customised customers needs. With the assistance of this, positive and
long term relation with buyers can be easily maintained (Laurie and Mortimer, 2019).
In addition to this there are some communication objectives of Cancer Research UK that
help them in attaining all the marketing goals and objectives in an effective way. In this,
company set various objectives including spread awareness, proper customers awareness, change
customers behaviour, influencing people, developing positive brand image and many more. All
these can be contributes in attaining success by establishing positive brand presence at market.
To create awareness of people towards the cancer in public is one of the important
objective of Cancer Research UK. This can be improve public awareness and at the same time
also reduce the number of death due to cancer. With the help of marketing channel, Cancer
Research UK can easily promote and spread awareness in the mind of public so that they get
aware about the cancer.
TASK 2
P2 Design communication objectives for a given organisation situation
Situation: The Cancer Research UK facing issue of lack of employee engagement that
directly put negative impact over the customers satisfaction. The main reason behind this is that
workers are fail in providing proper services and treatment because of lack of understanding
between employee and patients. Due to this, from the past 3 month people does not prefer to
approach Cancer Research UK for their treatment.
Objectives of communicating: It is significant for business organisation to convey right
and appropriate message of communication to end customers (Porcu and et. al., 2019). In relation
to this, there are some important objectives that Cancer Research UK design for improving their
performance. These are explained below:
 To spread awareness in public about cancer by providing them proper information and
organise appropriate campaign.
 To provide proper direction and guidance to employees in order to make them able in
understanding patients needs.
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 Undertake world class research designed in order to improve outcomes for people with
cancer.
 Create inclusive working environment for employees to attain all the personal and
organisational goals in upcoming 3 months.
 Proper training and development activities for employees to develop their effectiveness at
working area.
All these mentioned objectives can be put positive impact over the company and its
performance by delivering positive outcomes to its patients (Juska, 2017). Furthermore, there are
some important aspects that needs to be keep in mind while providing services and facilities to
patients. These are as follows:
 Analyse patients demand: It is one of the significant aspect for company to includes at the
time of providing services to its patients. In this, Cancer Research UK analyse the
requirements of patients that they actually wants from the company. This can be improve
the chances of inviting public towards its services that put positive impact in attainment
of set targets in an effective mode.
 Direct communication: For avoiding issues and negative situation within the company, it
should be effective when company includes direct communication with their patients.
This can be beneficial in understanding the patients needs and at the same time also
develop positive relation with consumers. It may reduce the possibilities of patients
dissatisfaction. By communicating directly with patients is effective in eliminating the
issues of misunderstanding.
 Employee engagement: By influencing workers to take participate within the
organisational activities is also effective for Cancer Research UK to develop their
involvement. This is effective because when employees are aware what is going within
the company then they give their best efforts for enhancement of organisation
performance. It is also assist in increasing the possibilities of attaining better response of
employees towards the company and its services.
 Proper management: Manager of company needs to follow and implement all the policies
set by top management. It is beneficial in improving the employee performance and make
them able to understand the patients behaviour (Keller, 2016). By this, workers provide
proper services to their patients so that they can improve their satisfaction level.
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 Proper knowledge about patients: In order to provide proper satisfaction to patients, it is
significant for company to undertake the research that includes all the necessary
information about the people and also understand their behaviour (Oluwafemi and
Adebiyi, 2018). It provide benefits to Cancer Research UK in improving their customer
base at the same time also retain them for longer period of time. By providing appropriate
services to its patients, Cancer Research UK can increase their famous brand image.
 Proper training and development: In order to improve workers capabilities, Cancer
Research UK needs to provide proper training and development activities to its
employees in order to increase their knowledge. By this, workers also improve their
abilities to communicate with patients in order to understand their needs and wants from
the Cancer Research UK. This could be effective in improving the performance level of
company in public mind.
Furthermore, these objectives also provide assistance to Cancer Research UK in
developing its image in market by spreading awareness in patients mind. If company follow all
the mentioned objectives while executing their activities then they easily satisfy their patients by
providing them services as per their needs and wants. This is also beneficial for public their
betterment and at the same time also reduce the number of death through cancer.
P3 Justification for the selection and integration of communication channels
Business use various communication channels for interacting with their customers with
the aim of providing them proper knowledge and awareness abut what exactly they offered in
market. This is also reduce gap between employer and customers as well. In relation to this,
Cancer Research UK also use different communication channels for conveying their message to
its patients in order to make them enough aware about the cancer and no of death from the same.
As there are some justification for selecting communication channels are as follows:
Social media: In order to communicate with people, it is one of the significant channel that used
by Cancer Research UK for promoting its image in front of large number of patients. As mostly
people are active on social media platform that provide them huge benefits and opportunities to
improving their knowledge or awareness about the company and its services that they offered to
public (Prabela, Kumadji and Mawardi, 2016). By using this communication channel, Cancer
Research UK can easily promote their awareness and also reach large number of people for their
betterment. It directly contributes in improving overall performance level of company. As,
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Cancer Research UK is a charitable company that work for public for providing them services
and facilities to eliminate the death rate through cancer. In this, social media is a way by which
company can communicate with patients who are suffering from cancer and provide them all the
necessary information (Zwerin, Clarke and Clarke III, 2020). This can be beneficial in keeping
them aware about the cancer.
Justification: Social media is a most popular platform that used to interacting with people
in order to provide them proper knowledge on the basis of cancer. It also help in spreading
awareness of public that contributes in keep connecting people with company. Along with this, it
is a path in which people can ask questions from the company and get proper answer towards the
same. This can be beneficial in connecting people with company and its services as well.
Campaign: It is also refers to the important way of communication to people in order to make
them aware about the company and its services that they offered to the people. Mainly, it is a
way to share the information with people towards the issue of cancer so that people get aware
about it. With the help of this, Cancer Research UK aware about what people exactly wants from
the organisation for satisfying their needs. For attaining the same, it should have a clear ask, keep
it simple and be consistent so that public can get proper services.
Justification: It is beneficial for company in spreading awareness in public mind on the
basis of cancer. This will support in eliminating the no of death from cancer.
Public relation: This type of communication method play a significant role in developing
healthy and favourable relation among business and public as well. The main purpose Cancer
Research UK is to retain their patients so that number of death due to cancer can be reduce
down. Thus, it is one of the most important function of marketing through which company can
develop positive working atmosphere to undertake and executing business activities in market.
Justification: Primary reason behind selecting this method is that it is beneficial for
improving relation with public by provide them proper services according to their requirements
(Pisicchio and Toaldo, 2020). With the assistance of this, business can maintain their famous
image as market that contributes in providing betterment to public to reduce the death rate from
Cancer.
Direct marketing: It is one of the effective way to communication in which company directly
communicate with their patients without involving any kind of mass media. This type of channel
can assist in developing positive relation with their patients.
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Justification: The main reason behind selecting this method is that it helps to reach right
patients quickly as it help company in measuring the overall efficiency level (Kitchen, 2017). It
provides benefits to Cancer Research UK in providing betterment to society that may increase
loyalty of patients towards the company and its services.
Reverse Channels: Engineering has however, made another flow possible. This moves in
the opposite direction and can go—from the user to the intermediary to the beneficiary. Consider
making money from the reselling or recycle of a product. By using this channel company can
easily communicate with their clients and workers in order to keep them aware about the services
that they offered. This can be contributing in improving the overall performance of the company
at market place.
TASK 3
P4 Marketing communication plan that effectively meets communication objectives
Marketing communication is consider as an important part for business organisation
through which company can interact with their customers with the aim of improving their overall
performance. Mainly, it includes different marketing channels within the appropriate
communication that focus on communicate a message to its customers. This can be beneficial in
improving the positive brand presence at market place that directly contributes in inviting more
and more people towards the same. In addition to this, it also includes various channels such as
social media, direct marketing, advertisement, public relation and many more. With the use of
these channels company can build their positive brand presence and at the same time also create
awareness. Thus, it is significant for company to use different channels of marketing to provide
all the necessary information to its people with the aim of making them aware. In relation to this,
Cancer Research UK also use proper communication channels with the aim of keeping aware
about the cancer and its services that company is offer to public for their betterment. For
attaining success in market, Cancer Research UK also develop some SMART communication
objectives in order to keep their performance effective:
 Cancer Research UK aims to spread awareness in people about Cancer so that they can
easily reduce the no of death due to cancer.
 To keep employee engage with company in order to provide appropriate services to
people by understanding their actual needs and wants.
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In order attainment of all the communications objectives, Cancer Research UK develop
an effective marketing plan by using PASTA model. With the assistance of this, company can
easily interact with public and at the same time also provide them better services (Smedescu and
et. al., 2016). This can be contributes in developing famous and positive brand image in-front of
public. This marketing plan includes various aspects that directly contributes in improving the
possibilities of attaining their all the marketing targets in an effective manner. All these can be
understood by following points:
 Problem definition: It is significant to determine the actual issue that company is facing
before attaining any kind of objectives. This is effective for evaluating the issue that
needs to be solved for attainment of marketing targets. In relation to this, Cancer
Research UK, facing issue of lack of employee engagement that affect the customers
satisfaction (Nema and Kasliwal, 2018). Due to this, public are avoid to approach
company for their services. This is the reason that patients are face issue in their
treatment as employees are not being able to understand the actual need and want of
patients.
 Analysing: This step of marketing communication plan is also important in which
company analyse the market environment wherein they operate their activities. It is
significant for company to determine their patients and services before developing a
marketing communication plan. In this context, Cancer Research UK also analyse the UK
market before communicating with patients. In this, company is also focus in spreading
awareness in market so that more public can be aware about the cancer and services that
company is offerings to its patients. With the assistance of this, company can easily
develop their positive brand image.
 Strategy: It is refers to the important and comprehensive aspect that provide assistance
and proper path for attaining all the set goals and objectives in an effective way. This can
be possible by formulating an effective strategy that help organisation in improving their
overall performance level. Therefore, it is significant for Cancer Research UK for
analysing the overall situation to develop plan accordingly. For attaining set
communicating objectives, company needs to analyse their patients and at the same time
also keep employee efficient so that they can easily understand their needs and wants. It
may provide assistance in developing positive relation among employee and patients
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(Sawmong, 2018). By this, workers can understand their wants and at also provide them
services accordingly. This will put positive impact on organisation image and also retain
patients for longer period of time so that they get all the benefits from the company and
improve their satisfaction.
 Tactics: This step is related with the tools and techniques that used by company with the
aim of improving their efficiency level at market area. In relation to this, Cancer
Research UK use social media, websites, behavioural marketing that help them in
improving the famous brand presence in market that work for betterment of public by
providing them services about cancer (Fajar, 2017).
 Action: For attaining communication objectives, this step is significant in which
company take actin for improvising organisational performance. In this, Cancer Research
UK implement an effective communication plan including social media, online
marketing, websites and many more. By this, company can easily communicate with their
patients and provide them quality services to attaining their satisfaction level.
Thus, it can be stated that, PASTA model used by Cancer Research UK for attaining their
targets in an appropriate time frame. With the assistance of this, company also aware public
about cancer and the no of death through the same.
TASK 4
P5 Marketing communication plan in relation to the communication strategy, channel choice,
creative content
Marketing communication plan play a significant role in business because it used to
conveying or sharing the message to people who are working in business organisation for
managing their task and activities. In this context, the major aim of marketing communication
plan is to improve the value of company. It also provide support in developing long term
relationship with their patients by stay in touch with customers and also treat them as valued
assets. In relation to this, Cancer Research UK use appropriate strategy, channels and at the same
time also create the creative content with the aim of delivering value services and also meet all
the set objectives in an appropriate way.
Communication strategy: In order to attain positive aspects within the company, proper
planning is important as it help company in serving quality services to its patients so that they
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can retain them for long period of time. Mainly, it is a written plan that determine that how
proper communication plan reaches to its set objectives and vision (Diryana And et. al., 2017).
By this, organisation can easily develop an appropriate strategy that contributes in managing the
positive performance of company. In relation to Cancer Research UK, management of company
analysis the current situation, determine the segmentation of audience, desired change,
communication objectives, training and development and many more. By these aspects, company
can easily handle the current situation and also maintain their higher performance in market
place.
Channel Choice: It is refers to the process and activity that implement by company with
the help of understanding the patients and also influence them to make decision to consume its
services. For providing appropriate information to its customers, it is significant for company to
select appropriate channel of communication so that interaction with audience can be effectively
done. In this, Cancer Research UK use different marketing channels including websites, social
media, direct marketing that support them in reach their target patients. Along with this,
company also use campaign for communicating with their patients about the cancer and how to
deal with it (Batra and Keller, 2016). With the help of this, company aware public towards its
services and offerings so that positive brand can be improved effectively.
Creative content: It is also consider as an effective aspect or strategy that used by
company to develop its positive and famous brand image in front of public. In this regards,
manager of company implement strategy to invite or influence public towards its services. This
is the reason that, Cancer Research UK is responsible for publishing creative and attractive
content that provide all the necessary information to public. Along with this, company also use
different attractive content and blogs on their personal websites that assist in creating public
interest towards its services. By this company can attain all the communication objectives and at
the same time also improve their positive brand presence at market and public mind.
CONCLUSION
From the above mentioned report it can be summarised that marketing communication is
one of the important process or conveying message with large number of customers with the aim
of keeping them aware. This will provide opportunities to company in improving their customers
base and at the same time also improving its competitive performance at market place. In order
to improve their sales, organisation also use marketing channels that assist in developing positive
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and healthy relation with their employees and customers as well. If it done effectively than
company can change the customers behaviour and make proper buying decision towards the
organisation and its services. In addition to this, developing marketing plan is also crucial for
business to enhance their brand presence in market as it is a organisational structure that provide
guidance to attain all the set goals and objectives in an appropriate manner. This can be achieved
by using PASTA model because it help in determining the problem faced by company and at the
same time make plan accordingly. This will directly contributes in developing positive and
competitive brand image market place by developing its strong customers base.
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REFERENCES
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