Integrated Marketing Communication in PDF

Running head: INTEGRATED MARKETING COMMUNICATION
Integrated marketing communication
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INTEGRATED MARKETING COMMUNICATION1
Introduction
This study focuses on developing a marketing communication matrix which examines
the different marketing channels to be used by Family caravan to increase their brand
awareness and penetrate in the market of recreational vehicles. A marketing communication
matrix has been used to identify the effective strategies to promote and communicate all the
marketing activities to the consumers.
Integrated marketing communication
The process of integrated marketing communication focuses on planning, developing,
executing and evaluate brand communication programs that are persuasive and measurable. It
helps in communicating with the consumers effectively. There are various aspect of the
communication process, advertising, personal selling, direct marketing, public relations and
sales promotion (Světlík 2017). In this study, Family caravan will use mass marketing as the
means of promoting their products in the market. A two-way communication approach will
be used by the company and at the same time, a one-way approach will also be used. In case
of traditional marketing, advertising will be used where radio, television, newspapers, print
media, billboards and flyers will be used. In this case, one-way communication will be used
where information regarding the brand and the product will be conveyed in those
advertisements (Finne and Grönroos 2017). Advertisements will be given on the first page of
all the Australian newspapers, advertisements will be displayed on the most popular prime
time shows and radio shows. The billboards will be displayed in malls, high end streets and
airports. These are the areas where the majority of the consumers and population visit and
airports have been chosen as the location as tourists from different countries prefer renting
caravans for their trips. It improves the chances of addressing international consumers and
developing better word of mouth.
Flyers will be distributed on the high-end streets and every neighbourhood to ensure
that all the population are aware of the brand name and the product they are offering. The
highlight of the marketing campaign will be the differentiated innovative caravan at low
prices. The company will focus on innovation and low prices to attract the consumers. In
those, advertisements, the company will also focus on mentioning about various roadshows
and events which they will perform to provide test drives and product display evaluations
(Bruhn and Schnebelen 2017). Roadshows and test marketing will be performed to show
interiors and facilities offered to the consumers. It also provides test drives and conduct