Integrated Marketing Communication

This report explores the elements and importance of Integrated Marketing Communication (IMC) and provides a marketing campaign strategy for Algonquin College. It discusses traditional media vehicles and the use of advertising, public relations, direct mail, and digital marketing.

Running head: INTEGRATED MARKETING COMMUNICATION
INTEGRATED MARKETING COMMUNICATION
Name of the Student
Name of the University
Authors Note

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INTEGRATED MARKETING COMMUNICATION
Executive Summery
The aim of the following report to identify an appropriate marketing campaign strategy for
the Algonquin college. The study has explore about the different elements of the intergraded
marketing communication such as advertisement, digital marketing, e-mail and public
relation in addition with the importance of the IMC. The study also explains about the
traditional form of marketing. In the end of the analysis it has conclude out the appropriate
camping mix that comprises of the e-mail, digital marketing, public relation and print media.

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Table of Contents
Introduction:...............................................................................................................................2
Campaign objective:...................................................................................................................2
Importance of IMC:................................................................................................................3
IMC elements:............................................................................................................................3
Traditional media vehicle:..........................................................................................................4
Marketing campaign strategy for Algonquin College:...............................................................5
Conclusion:................................................................................................................................6
References:.................................................................................................................................7

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Introduction:
The report has prepared a marketing plan for the Algonquin College. During the study
it gives a concern on the main objective of the marketing strategy. The study explore about
the different approaches in term of traditional as well as Integrated marketing communication
strategy for the marketing plan. It addresses about the four elements of the traditional media
vehicle that has implemented in the marketing campaign. In addition to that this also explain
about systematic manner of implementation of the strategy for a well execution of the
marketing plan.
Campaign objective:
The following are the major integrated marketing communication (IMC) for the
Algonquin college-
 To create the attention towards the college for awareness and create attention
for Algonquin. To create stronger relation with the consumer.
 One of the main objectives of integrated marketing communication is to
differentiate it from the others.
 To create the interest of the customer towards the college. This also to enhance
the demand among the customer towards the college.
 This, also create the desire among the customer to join in the college and
create an emotional connection among the customer.
 To gain the trust of the customer among the customer and reduces the risk
perception in the customer’s mind.
The main goal of the integrated marketing communication to achieve the objective of the
marketing campaign through a well co-ordinated by implementing the different promotional
strategy, which are intended to reinforce each other.

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INTEGRATED MARKETING COMMUNICATION
Importance of IMC:
IMC gives the potential to boost the marketing campaign and reduce the marketing
cost. According to the American association of advertising agencies the main tools for the
Integrated marketing communication are advertising, direct mail, social media, telemarketing
and sales promotion that gives a clarity, consistency in the marketing plan by creating a
greater communication impact (Tsikirayi, Muchenje & Katsidzira, 2013). The very important
aspects of the integrated marketing communication are-
 To get the better result from as comparison to the traditional approach
 Create a consistency in the promotion
 This reduces the cost in comparison to the traditional form of marketing
 This also more concern on the customer preference and their interest
IMC elements:
The following are the main IMC elements which are addresses in the following
report:
Advertising:
In this strategy the college need to pay the money to the different channel such as
magazine, newspaper, TV and radio station to send the message to the target customer. The
cost is depend on the what the college wants to send the customer, time and how long it will
take to display (Luxton, Reid, & Mavondo, 2015). This can also direct to the customer to visit
the web-site of the college.
Public relation:
This is an important strategy to create a or build a credible brand image and reputation
among the customer. This also allows the college to integrate the new announcement and

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offers to the customers. Public relation has a great impact on the trust of the customer that
wills increases the food will of the company (Thorson & Moore, 2013).
Direct mail:
This form of strategy allows the college to go for the specific target market like
students and parents of the Algonquin College. This is bounded in the specific demographic
segment that makes the target more specific (Blakeman, 2018). This will give the leverage to
the college in order to attract the students and their parents.
Digital marketing and social media marketing:
In the present era of digitalisation social media and digital marketing has played an
important role in the marketing campaign. This digital platform is allow to earn money
through giving ad on the own page as well as gives advertise on the other’s page thorough
paying. The paid media advertising allow the user to advertise directly to the target market
for acquiring the customer (Barker, 2013). This also allows the user to track the effectiveness
of the marketing campaign.
Traditional media vehicle:
There are two important traditional media vehicle has mentioned below that can be
implemented in the campaign of the Algonquin college:
Print media:
Printing media that comprises of the news paper, magazine or periodicals allows the
user to use as a source of marketing campaign. Since, most of the students are used to read
the newspapers so it is important for the college to give advertising through the print media.
This also allows the college to go for a specific geographic or to asses all location (Lusch, &
Vargo, 2014). This is also cost effective in nature.

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Radio and Television:
Radio station and television also an better source of campaign for Algonquin College.
The college can achieve their communication objective in an effective manner. They can also
inform about their new programme and other information to the target audience.
Marketing campaign strategy for Algonquin College:
The following are the four marketing campaign strategy for the Algonquin which is
selected from the above IMC element and the traditional approaches that are
1. Public relation
2. Direct mail
3. Digital and social media marketing
4. Print media
The major reason behalf of choosing this four elements are-
 To reach the target market that is Students and their parents
 94 percent of the Kuwait are digitally literacy therefore it is easy to reach the
target customer
 In e-mail marketing it creates a personalisation and intensify the target market
or the target customer (Bruhn, & Schnebelen, 2017)
 Public relation also taken into account since it is an educational institution
therefore it helps in promotion of the campaign and increases the college
reputation
 Although the print media is the traditional form of marketing but it has a
important role played in the marketing as around 500000 news paper circulate
every day in Kuwait and many magazine also sell in the market.

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Conclusion:
From the above analysis it can be conclude that E-mail marketing, digital marketing,
public relation and print media are the four combinations which can be implemented for the
marketing campaign of the Algonquin College based of the above mentioned importance of
IMC and reason for the selection.

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References:
Barker, R. (2013). Strategic integrated communication: An alternative
perspective of integrated marketing
communication?. Communicatio, 39(1), 102-121.
Blakeman, R. (2018). Integrated marketing communication: creative strategy
from idea to implementation. Rowman & Littlefield.
Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication–
from an instrumental to a customer-centric perspective. European
Journal of Marketing, 51(3), 464-489.
Kitchen, P. J. (2015). Integrated marketing communication: making it work at
a strategic level. . Journal of Business Strategy, 170-186.
Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing:
Dialog, debate, and directions. Routledge.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing
communication capability and brand performance. Journal of
Advertising, 44(1), 37-46.
Thorson, E., & Moore, J. (Eds.). (2013). Integrated communication: Synergy
of persuasive voices. Psychology Press.
Tsikirayi, C. M. R., Muchenje, B., & Katsidzira, Z. (2013). Impact of
integrated marketing communications mix (IMCM) in small to
medium enterprises (SMEs) in Zimbabwe as a marketing
tool. Research in Business and Economics Journal, 7, 1.