Marketing Management: Integrated Marketing Communication Matrix

This report focuses on the development of integrated marketing communication matrix for McDonald's double beef and bacon burger. It emphasizes on the various communication media for the marketing of the product. The report provides a chance to enhance the knowledge based on the given title.

RUNNING HEAD: MARKETING MANAGEMENT
MARKETING MANAGEMENT

MARKETING MANAGEMENT 1
Contents
Introduction...................................................................................................................2
Integrated marketing communication matrix................................................................2
Conclusion....................................................................................................................5
Bibliography..................................................................................................................6

MARKETING MANAGEMENT 2
Introduction
The report is prepared on the title ‘Marketing Management’. It focuses on the development
of integrated marketing communication matrix. IMC involves integrating all the essential
promotional tools to gain higher benefits (Blakeman, 2018). The report emphasizes on the
various communication media for the marketing of ‘McDonald double beef and bacon
burger’. It provides a chance to enhance the knowledge based on the given title.
Integrated marketing communication matrix
One way
communicatio
n
MEANING MASS
MARKET
SEGMENT
MARKET
INDIVIDUAL
It refers to the
communication
process, where the
sender can only
transmit a message
but cannot receive
the response of the
receiver due to the
medium. It is mainly
done to persuade
and inform the
receiver. In the
marketing process, it
is primarily adopted
to provide facts and
information to the
customer about the
product and service.
It is not a time
consuming process.
An organization that
does not gave prior
consideration to
customer’s response
and ideas choses this
form of
communication. It
involves time to gain
information about the
customer reaction
towards the concern
product/service. It
alone cannot benefit
the business
organization in its
long-term success
(Masterson & Pickton
Focusing on
mass market is
possible for
McDonald’s.
This is
because one-
way
communicatio
n in marketing
is mainly used
for marketing
of products to
mass
customers.
McDonald’s
can also
promote its
Bacon and beef
to specific
customers via
one-way
communication.
A medium of
one-way
communication
generally does
not focus on
individual
customers.
Thus, it will not
be suitable for
McDonald’s.

MARKETING MANAGEMENT 3
, 2014).
Radio It is a communication
medium used for
entertainment
purpose. It is also
used as a tool for
promoting the
product. Business
organizations can
directly connect to
their potential
customers through
this medium.
It is possible.
McDonald’s
can avail the
service of
‘Gold 104.3’ as
it is highly
listened in
parts of
Australia
(Dawson ,
2018).
It is possible as
it can use radio
for marketing in
specific city like
Sydney and
Melbourne.
It is not
possible.
Print media It includes
Newspapers and
magazines.
(Ghersetti, 2014)
McDonalds
can avail the
use of top read
newspapers
named ‘Herald
Sun’ and The
Daily
Telegraph’ for
the product
promotion
(Mediaweek,
2018).
To focus on
particular
segment,
McDonald’s
can use
advertising
magazine for
promoting the
Beckon and
beef burger.
It is not
possible.
Two way
communicatio
n
It refers to the
process where the
sender sends the
message and duly
receives the
response of the
receiver
acknowledging the
message. It is highly
essential in the
current business
world. It is of high
significance as it
involves feedback. It
results in the
improvement of a
situation. It generates
accuracy that the
sender has duly
received the
message. In the
marketing process,
two ways should be
prioritize. This is
because, through
two-way
communication,
It is possible
for McDonald’s
to focus on
mass market
through
medium like
internet or via
social media.
To gain
effectiveness in
marketing,
McDonald’s
should rely
more
segmented
marketing.
It can be
beneficial but it
will incur high
efforts and
time to focus
on specific
individuals.

MARKETING MANAGEMENT 4
customers can easily
share their thoughts,
ideas, problems,
experiences, and
opinions about the
product (Jefkins ,
2012).
The customer’s
reaction can easily
be known towards
the marketing of
product/service. This
is because two-way
communication
directly connects the
brands to their
respective customers
(Wood, 2012).
Internet It has emerged as
one of the strong
communication
medium to connect to
the customers at
large. McDonald’s
should promote its
Bacon and beef
burger on internet, as
it is a highly used
marketing medium to
connect to customers
(Bailey, 2011).
It can opt for email
marketing about the
offers and discounts
prevailing on Bacon
and beef burger.
Social media
marketing also forms
the part of internet.
McDonalds should
rely on the use of
Facebook to market
Bacon and beef
burger. This is
because Facebook is
highly used by
Australians. Further,
it will assist the
McDonalds in gaining
quick response from
the customers
because are highly
McDonald’s
can adopt
mass
marketing.
McDonald’s
can also
implement on
segmented
marketing.
Focusing on
any particular
individual for
the marketing
of Bacon and
beef burger
will not be
suitable as
McDonalds is
a recognised
and big fast
food brand.

MARKETING MANAGEMENT 5
active on Facebook
(Cowling , 2019).
Thus, it will eradicate
the possibility of
delayed responses.
However, early
response and queries
of the customers
should be followed by
early solution.
Personal
Selling
It is a form of
promotional method
for the marketing of a
product. It involves
face-to-face
interaction with the
customer. It
contributes in solving
the customers query,
problems and serving
them better. It
involves prioritizing
the customers. It
contributes to
developing positive
relation with the
customers. However,
it is a time consuming
process (Heerden &
Drotsky, 2010).
It is not
possible for
McDonald’s, to
communicate
and market its
Bacon and
beef burger on
mass level.
This is
because it will
incur high cost
and it
develops the
need of high
human
resource
requirement to
carry out the
marketing
process.
It will not be
suitable, as it
will incur high
cost and
efforts.
It is suitable
and
McDonald’s
can adapt this
marketing for
individuals
who have not
tasted its
Bacon and
beef burger.
(Blakeman, 2018)
Conclusion
The above discussion focuses on various marketing communication media in business. It
emphasizes on one-way communication and two-way communication. As per the
discussion, it is stated that one-way communication includes mediums such as radio and
print media (radio, newspapers, and magazine) whereas personal selling and internet
forms the part of two-way-communication in the marketing process. It is recognized that
two-way communication provides multiple benefits in comparison to one-way
communication. Two-way communication assists in gaining early response, enhancing
interpersonal relation between the brand and customers, gaining knowledge about
customer’s needs and preferences. Hence, it is analysed that two-way communication is
mandatory in today’s competitive world. Thus, it concludes that that McDonalds should rely
more on two-way communication for the promotion of their ‘Double beef and bacon
burger’. This is because; it will generate more satisfied customers in Australia.

MARKETING MANAGEMENT 6
Bibliography
Bailey, M., 2011. Internet Marketing: An Hour a Day. John Wiley & Sons.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Cowling , , 2019. Social Media Statistics Australia – January 2019. [Online] Available at:
https://www.socialmedianews.com.au/social-media-statistics-australia-january-2019/
[Accessed 3 October 2019].
Dawson , , 2018. Melbourne radio ratings: Gold 104.3 overtakes Fox as most popular FM
station. [Online] Available at: https://mumbrella.com.au/melbourne-radio-ratings-gold-104-
3-overtakes-fox-as-most-popular-fm-station-521762 [Accessed 3 October 2019].
Ghersetti, M., 2014. Still the same? Comparing news content in online and print media.
Journalism Practice, 8(4), pp.373-89.
Heerden, C.H.H. & Drotsky, A., 2010. Personal Selling. Juta, Limited.
Jefkins , , 2012. Modern Marketing Communications. Springer Science & Business Media.
Masterson, & Pickton , , 2014. Marketing: An Introduction. SAGE.
Mediaweek, 2018. 10 most read newspapers in Australia: 12 months to July 2018. [Online]
Available at: https://mediaweek.com.au/10-most-read-newspapers-in-australia-october-
2018/ [Accessed 3 October 2019].
Wood, G., 2012. CIM Revision Cards Marketing Communications. Routledge.