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Integrated Marketing Communication PDF

   

Added on  2020-12-24

11 Pages2780 Words316 Views
Promotional ad critique

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8

INTRODUCTIONIn marketing promotion relate to any kind of communication which used to inform orpersuade target customers of the relative products and services. The aim of this activity is toincrease awareness, create interest, sales or generate loyalty of brand among consumer. It is alsoone of the tool in the promotional mix or plan. Nike is a world largest sport shoes and apparelmanufacture brand of United state. Which conduct a campaign to increase sales. Dove is apersonal care brand by Unilever which located in United Kingdom. It also conducts a campaignfor real beauty to attract more customers and increase sales. Report will be explain use ofintegrated marketing communication tools in both brand campaign. These elements effective fororganizations.MAIN BODYIntegrated marketing communication is a very simple concept. It stated that all typesof communication and messages should be carefully linked with each other. It is essential forcompany to promote their brands well among the audience. The promotion of brand increases theawareness of goods and services (Integrated Marketing Tools, 2017). It helps in increasing thesales, yielding high revenues and profit for company. In general words, it refers to integrating allthe methods for brand promotion to promote a particular product and services among targetcustomers (Cullum, Zile & Welsch, 2018). There are various elements of integrated marketingsuch asThe FoundationThe Corporate CultureBrand FocusConsumer ExperienceCommunication ToolsPromotional ToolsIntegration Tools There are various tools of integrated marketing communication such as Advertising, PublicRelations, Sales Promotion and Personal Selling. These all tools are designed to make all aspectsand work together as a coordinated force rather than permitting each other to work in isolation. 1

Dove is an international brand that is owned by Unilever developing in the UnitedKingdom. It was founded in 1955 and the products are soled in more than 20 countries. Productsare for both men and women. It is one of the world famous brand recognized in the world. Theystarted there campaigns in order to promote there brands and build awareness of products amongthe audience. Thus, they stated a 'Campaign for real beauty'. This campaign is stated inCanada and London and ask direct questions about the women features. There are three majorquestions which are asked by women's that ether they want to wrinkled face or becomewonderful, ether they want to look 44 and hot or 44 and not. Next question is either they want fator fit body. The result of the survey is that they 52% of women's are very concern about therehealth and their physic. Dove company had incredible result after the campaign, the sales isincreases from $2.5bn to $4bn (Hamilton, Bodle & Korin, 2016). This jump in sales figure wasincredible and authentic. Dove company is using all the tools of integrated marketingcommunication which are as follows-Advertising- In order to promote brand in effective manner, advertising plays a crucialrole. With the help of advertising, company can reach to wider audience in the little possible timeframe. In the campaign of Dove advertisement is included. The coverage of advertisement isvery broad and wider. There are various channels of advertising such as newspaper, radio,television and billboards. Advertisement is persuasive in nature. Advertisement is non-personalnature as company does not integrate with people and it has not created any personal relationshipwith customer or audience. Advertising messages may promote the adoption of goods andservices, ideas or persons. Dove also use advertisement tools to promote there goods and servicesto large people. The advertisements of Dove are given by making contract with celebrities. Thereare various advantages of advertisement that Dove company is getting are it increases the salesof organisation to a large extend, it carries a message to the customers and remind themcarefully, it provides information about the products quality and utility and it develops awarenessregarding goods and services (Linden & Pieper, 2017). Public Relations- It is defined as a functions and operations of management thatidentifies, maintain and establish mutual beneficial relationships in between company and public.Public Relation is included in the campaigns of Dove. The failure and success of company isdepends on public relations. Advertisement is one way communication but public relations aretwo way communication as it considers many people like customers, employees, vendors and2

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