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Integrated Marketing Communication -Assignment

   

Added on  2021-05-25

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Integrated Marketing CommunicationSubmission Front SheetProgrammeBTEC Higher National Diploma (HND) in Business (RQF).Unit Title and Number:Integrated Marketing Communications (Unit 23)Unit QCF level/Code05/ L/508/0535Module Tutor Name /Email Credit Value 15Assignment Code RQFBM-IMC230307Cohort NameJanuary 19 BAssignment Date Set 24th April 2020Student’s Name Plamena SlavovaStudent’s Registration Number Submission Date Distribution DateIs this a First Submission ReferSubmissionWord Count 1Learner’s statement of authenticityI certify that the work submitted for this assignment is my own. Where the work of others has been used to support my work then credit has been acknowledged. I have identified and acknowledged all sources used in this assignment and have referenced according to the Harvard referencing system. I have read and understood the Plagiarism and Collusion section provided with the assignment brief and understood the consequences of plagiarising.Signature: ___________________Date: __24_/04/2020___words

Integrated Marketing CommunicationTable of ContentsIntegrated marketing communications........................................................................................3Introduction....................................................................................................................................3Various types of marketing channels and ways in which they can serve the communication objective of Unilever PLC.............................................................................................................4Communication objectives........................................................................................................6Marketing communication plan to effectively attain business and marketing objectives. .9Marketing communication plan in relation to channel choice, strategy, and creative content.......................................................................................................................................11Conclusion.................................................................................................................................12References.................................................................................................................................132

Integrated Marketing CommunicationIntegrated marketing communicationsIntroductionThe marketing communications sector is one of the developing segments globally. Such can be associated with the increased efforts of companies looking for better strategies in promoting theirbusinesses either globally or locally. This report is developed for the communication manager of Unilever PLC following my appointment as a communication officer in the company. Being a communication officer at an organization like Unilever PLC, global consumer brand services in the UK is the most significant role along with the duty to provide an opportunity to evaluate the various type of marketing channels and the way in which they meet communication objectives within the organization. It will also provide an opportunity to examine different strategies in which the company can engage in marketing communication with an aim of promoting their products and ensure that they cover a large number of consumers within a short period of time. Marketing communication entails a process adopted by the companies to make the public aware of the brand and products they sell, notifying them about the brand with the intention of persuading them to purchase goods and services for an organization (Rehman et al, 2011). The process is meant to assist the prospective customers in understanding the values and advantages offered by goods and services of an organization and in addition, helps in developing fidelity andconfidence of the consumers regarding the brand, therefore, reinforcing the link between the brands and customers.Various types of marketing channels and ways in which they can serve the communicationobjective of Unilever PLC.The main aim of communication channels is to draw the attention of prospective customers towards the brand, goods, and services of the organization, create a sense of interest among the customers to try the brands' services or product persuading or convincing them that they require 3

Integrated Marketing Communicationthe products of the organization. It also encourages them that they can build urge among themselves to purchase the services or products and eventually enforcing actions to change the prospective customers to end customers. Some of the marketing channels include advertising, personal selling, sales promotion, direct marketing, and public relations.Advertising It is a paid model of the marketing communication channel used by companies to promote or selltheir products, services, and ideas impersonal messages and is impartially sponsored. The advertising sponsors are the established businesses willing desire to the goods and services of other businesses (Clow, 2016).This channel entails traditional media like magazines, newspapers, television, outdoor posters, radio, billboards, and digital media like digital display, internet, and social media. Advertisements ensures that the right message is conveyed to the right audience by making sure that the right content of the product is included in the message, it helps save resources because it reaches a large number of audiences within a very short period.The company can determine suitable content for advertising goods and services of the organization targeting a huge number of prospective consumers within a short period of time. Advertises on television, newspapers, radio, magazines, and the internet can assist in drawing all the consumers towards the brand of the company. However, this channel has many advantages it has shortcomings too as discussed below:Advantages It helps in reaching a huge target customer coverage target within a short period of time.Including celebrities in advertisements of products will help in adding value to the image of Unilever PLC.Disadvantages4

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