Integrated Marketing Communication

Integrated Marketing
Communication

Table of Contents
INTRODUCTION ..........................................................................................................................3
ACTIVITY A...................................................................................................................................3
Evaluation of various kinds of marketing channels and their role in achieving organisation's
communication objectives......................................................................................................3
Overview of chosen organisation...........................................................................................3
Chosen communication channels selected by organisation....................................................4
Designing communication objectives for an organisation.....................................................6
Critical evaluation of organisation's communication objectives............................................8
Justification for the selection and integration of communication channels...........................8
Recommendation ...................................................................................................................9
ACTIVITY B...................................................................................................................................9
Marketing communication plan to effectively meet communication objectives....................9
Situational analysis...............................................................................................................10
Target market and Marketing Communication objectives ..................................................11
Marketing communication strategies and channels .............................................................12
Content to meet smart objectives ........................................................................................12
Estimated Budget..................................................................................................................14
Implementation, monitoring and control..............................................................................14
Critical evaluation of marketing communication plan in relation to communication strategy,
channel choice and creative content.....................................................................................14
CONCLUSION .............................................................................................................................16
REFERENCES .............................................................................................................................17
.......................................................................................................................................................18

INTRODUCTION
Integrated marketing communication is concept which ensures that all forms of
communication, messages and promotional tools of an organisation should be properly linked
which ensures harmony in their efforts to meet organisational objective. Integrated marketing
communication is helpful in creating competitive advantage, boost sales and profits and also
provide a bond of loyalty with customers (Fill and Turnbull, 2016). IMC also saves money as it
eliminates duplication and helpful in implementing a creative, tactical and strategic planning
(Batra and Keller, 2016).
For this project, Crockett & Jones company is selected which is a reputed manufacturing
company of shoes and also having its retail shops and connections across London. It is founded
in 1879 and having its one of the main office in canary wharf, London (in England, UK). This
assignment includes different types of marketing channels and how they serve communication
objectives within an organisational context. Communication objectives and proper justification
for selection of integration of communication channels is also form a part of this report. A
marketing communication plan to effectively meet the communication objective of an
organisation is also included. This project also consists a critical evaluation of marketing
communication plan in relation to the communication strategy, channel choice and creative
content.
ACTIVITY A
Evaluation of various kinds of marketing channels and their role in achieving organisation's
communication objectives
Marketing communication alludes every message, action or medium utilised by a
company to interact with people and encourage target customers to accept information. There are
the various types of communication channels selected by company Crockett & Jones to
accomplish objectives (Blakeman, 2018).
Overview of chosen organisation
Crockett & Jones is a reputed shoe manufacturing organisation of UK having its
headquarter in canary wharf, London. It was established by Charles Jones and Sir James
Crockett in 1879. It is having specialisation in manufacturing of Goodyear welted footwear and

famous for its traditional styles. In starting, it was limited to UK but after 1910, it began
exporting its products to Australia, south Africa, USA and far east but still its main market is
UK. At present, there are 12 Crockett & Jones retail shops and concessions across London,
Birmingham, Paris, Brussels and New York which are running a Mail Order Service for new and
existing customers (Crockett and Jones, 2019).
Chosen communication channels selected by organisation
Television- It refers to a method through which ideas, products, commodities or services
are presented. Hereby, advertisements are oriented towards groups instead of individuals. It is a
traditional channel of marketing (The 6 Marketing Channels You Should Prioritize in 2019,
2019). In current era, many technological advancements has been introduced in this kind of
communication channel. Television is now used to inform, persuade and remind customers about
company's branded products. Crockett & Jones will make use of this channel to display creative
and imaginative advertisements to promote brand loyalty brand and excite consumers about
products of company.
Direct marketing- It refers to usage of communication medium like postcards, telephone,
mobile messages, letter, etc. Different medium of Marketing communication channels are used
by different businesses. Telemarketing has became ineffective in this current period. Crockett &
Jones will make use of direct marketing tools such as face-to-face selling, internet, catalogues,
Kiosk and direct-response marketing. It saves vast distribution costs of firm in communicating
and promoting its products in market (Batra and Keller 2016).
Social media- In today's world social media marketing is frequently utilised by
businesses due to advancement in digital technologies and increase in adoption of these
preferences by customers. In this communication channel, digital tools are used to promote
products, brand, company and its services. Portable digital marketing tools that will be used by
Crockett & Jones company includes organic social media mobile, video hosting and email
marketing.
Critical evaluation of selected channels of communication
The marketing communication channels chosen by Crockett & Jones will help in
strengthening its roots in global competitive market and effectively compete with strong
competitors in United Kingdom. Following is critical examination of utility of communication
channels in attaining objectives of company:-