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Integrated Marketing Communication - PDF

   

Added on  2021-01-01

16 Pages3973 Words465 Views
DEVELOPMENT OF THE IMCPROGRAM

EXECUTIVE SUMMARYIntegrated Marketing Communication is defined as the element of marketing which is applied tospread awareness about an organisation and its products to target market. IMC program for TheCommonwealth Bank of Australia has been developed in the study which demonstrate severalcrucial elements of integrated marketing communication. The brand reputation of the cited firmhas been tarnished due to their involvement in various scandals. IMC program has beenorganised in order to enhance the reputation of organisation so that they can operate in Australiaeffectively. Various communication and media mix strategies has been discussed and theestimated budget for undertaking campaign is around AU $4000. For evaluation, managementhas to focus on measuring return on investment and media analysis.

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1Communication Strategy Mix.....................................................................................................2Media Mix...................................................................................................................................2Implementation of creative approaches......................................................................................3Basic budget concepts.................................................................................................................5Evaluation metrics.......................................................................................................................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8

INTRODUCTIONIntegrated Marketing Communication is defined as marketing mix element which isutilised to inform, persuade and remind people about an organisation and its products. IMC playsa prominent role in advertising of products and services of the organisation (Belch and Belch,2018). In this context, present report will focus on developing Integrated MarketingCommunication program for Commonwealth Bank of Australia. The communication strategyincludes sales promotion, advertising, etc. that will be listed to determine the focus of campaign.The role and use of media mix will be explained in the study. By developing of estimated budgetplan, the identification and segregation of cost will be made in this report. Eventually, themeasure of success will be evaluated with the help of precise and appropriate methods. MAIN BODY1Illustration 1: Banking Royal Commission: CBA reputation set for another battering (Source: Ferguson, 2018.)

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