Integrated Marketing Communications

MK994: Integrated Marketing Communications
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Contents
Introduction......................................................................................................................................3
Analysis of the Creative Brief......................................................................................................4
Recommendations for an appropriate IMC campaign.................................................................5
Discussion of how to appropriately evaluate the campaign.........................................................8
Conclusions......................................................................................................................................9
References......................................................................................................................................10
Appendix........................................................................................................................................13
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Introduction
If a marketer is asked for picking up the biggest, dynamic and exciting buzz phrase of the year,
then undoubtedly it would be integrated marketing. According to Grybs (2014), while some
people describe it as omni-channel marketing, multichannel attribution is preferred by a few
others. No matter whichever way it is perceived, integrated marketing all about working from a
particular point of view. Placing all eggs in one basket can reap numerous benefits for
entrepreneurs in terms of their businesses. Hence, integrated marketing is loved by business
person across the globe. According to Elizabeth, Peltier and Barger (2017), one can describe
integrated marketing as an approach that is holistic to plan communications giving a business the
prospective in deriving better outcomes from their campaigns besides reducing the costs
involved in marketing. Instead of depending upon individual marketing efforts such as print
advertising campaigns, opting for an integrated approach will make the best use of multiple
channels simultaneously that are available in today’s modern day business. According to Finne
and Grönroos (2017), it has been emphasized by market analysts that entrepreneurs intend for
providing clarity, consistency and maximum communications impact by making use of
integrating tools such as advertising, direct mail, social media, telemarketing and sales
promotion. Integrated marketing helps a business in ensuring that consistency is maintained with
its message across all media. This is because it has been observed that when a consistent
message is provided across different platforms, it is likely to increase the scope of the target
audiences in taking action in ways intended by a business. According to Dahl, Eagle and Low
(2015), integrated marketing when effectively used significantly contributes in optimizing
expenditure by helping businesses in placing right amount of capital towards the most effective
approaches for yielding best outputs. The key purpose of this report focuses on analyzing a
creative brief, recommendations for the IMC campaign and its evaluation. The study has been
conducted by taking creative brief for Hush Puppies
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Analysis of the Creative Brief
According to Repovienė (2017), behind any successful creative campaign there lies the immense
contribution of a creative brief outlining the vision of a business besides ensuring that everybody
is on the same page. The foundation of success for any marketing campaign is communication
that includes the creative brief. Right from the choice of the font in a print advertising to a
campaign’s overall theme, every single thing springs out from the creative brief thus, giving base
to a creative campaign. It has been observed that in the chosen creative brief of Hush Puppies,
which is a lifestyle brand providing men and women shoes, eyewear, watches and clothing
appropriate back ground information about the project has been provided. It has revealed the
history of the brand that is deeply rooted into innovation right from inventing the first truly
casual shoes for developing technologies making the shoes more comfortable in wearing,
lightweight and worry free. According to Ots and Nyilasy (2017), it further asserts how the brand
is continuously striving in evolving the world of Hush Puppies renowned comfort, bringing the
latest technological advancement available in the footwear industry to the customers. The design
of an advertising marketing campaign for Hush Puppies shoes provide a sense of immense
comfort and relaxation to the buyers as soon they wear it. This is the key highlight of the project.
The chosen creative brief of Hush Puppies is quite successful in identifying the correct business
opportunity, which revolves around the new campaign’s aim of increasing brand awareness and
market demand of its shoes. The objective of the campaign is perceived as improving the
awareness about the brand in between its target audience so that the demand of its products (read
shoes) eventually grows. According to Negoiţă, et al., (2018), the response that the campaign run
by Hush Puppies is seeking mainly revolves around its intention of ensuring that more and more
number of customers is aware about the brand and the different types of shoes it manufactures
and retails for delivering a comfortable and relaxed footwear experience. In my opinion for
meeting the business opportunity of enhancing brand awareness and demand the details given in
the project’s objective is sufficient. It has been observed that in the selected campaign of Hush
Puppies the target audience is well defined. In terms of who is the primary audience, what are the
demographics and psychographics. Through this campaign Hush Puppies intends of targeting
both male and female customers within the age group of 20-40 years belonging to Class A
(crucial for success in long-term these customers purchasing is based on service, quality, brand
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