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24210 - Assignment - Integrated Marketing Communication

   

Added on  2020-02-24

13 Pages3488 Words173 Views
INTEGRATEDMARKETINGCOMMMUNICATIONS

TABLE OF CONTENTSEXECUTIVE SUMMARY.............................................................................................................11. INTRODUCTION.......................................................................................................................22. FINDINGS AND DISCUSSION................................................................................................2Theoretical communication model..............................................................................................23. ANALYSIS AND EVALUATION.............................................................................................5Importance of understanding communication in IMC.................................................................5Woolworth Limited approach to IMC.........................................................................................64. RECOMMENDATION...............................................................................................................75. CONCLUSION............................................................................................................................96. REFERENCES..........................................................................................................................10

EXECUTIVE SUMMARYThe theory presented by Belch et al. in the year 2014 explains that the use of moderntools and techniques are increasing at a faster rate which also aids in sharing and communicatinginformation. Advertising is crucial in attracting more customers, and it is also useful ingenerating awareness among customers regarding the availability of products and services. Atthe same time, it also includes the importance of direct marketing which immediately changesthe purchase decision of clients.It can be stated that Woolworths has adopted effective practices of IMC and it hascontributed a lot to the development of the enterprise. It can be suggested that WoolworthsLimited should focus on highlighting its unique selling proposition while communicating withthe target audience.1

1. INTRODUCTION Marketing communication is the process in which company adopts differentcommunication tools and techniques to spread information from one place to another place. Incontemporary scenario, all the business entities are focusing on diversemethodologies[ CITATION Arm15 \l 1033 ]. Hence, it can be said that marketingcommunication is a complex procedure that aids the business entity to communicate a messagewith the customers regarding the availability of products and services. The present research study has been made on Woolworths which operates business as aretail entity in Australia. Further, in the study discussion has been included regarding theimportance of marketing communication in IMC. Along with this, theoretical communicationmodel is also discussed which helps the business entity in managing suitable communicationamong business and customers. Along with this, the researcher has the also discussed severalstrategies that can enhance communication capability of Woolworths. Lastly, in the study,recommendations are being stated to meet contemporary needs of the customers. 2. FINDINGS AND DISCUSSION Theoretical communication model Communication strategy holds huge value in transferring information from one personto another; hence to specify the attributes, theoretical a model is being stated which is beingproposed by Belch et al. in the year 2014. The theory states that use of modern tools andtechniques are increasing at a faster rate which also aids in sharing and communicatinginformation[ CITATION Bel141 \l 1033 ]. The Internet is considered as the primary source thataids that the business entities to grab the attention of a larger number of customers towardsexisting products and services. Several external agencies are working in this domain whereinthey play a crucial role in formulating effective strategies for the business in the area ofcommunication. Along with this, use of external tools is also amending to transfer information todifferent customers at a time. This also showcases the importance of elements of promotionalmix[ CITATION Bla14 \l 1033 ]. Strategies such as direct marketing, personal selling, salespromotions and development of public relations aids the organizations to sustain in competitivemarket for longer span. Proper sharing of information helps the business entity to acquire greatermarket share and alongside it also contributes in meeting defined aim and objectives. 2

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