Integrated Marketing Communications and the Changing Media Landscape

Running Head: MRKT 310
Principles of Marketing
Student’s Name:
Student’s ID:
Product’s Name: Samsung mobile

1
Assignment
Part 1: Integrated Marketing Communications, and the Changing Media Landscape
Integrated Marketing Communications
To target digital audiences for selling Samsung mobile, it is important to implement the
creative, messaging and integrated strategy. They are as follows:
Creative strategy
The new Samsung mobile “Galaxy S10+” will be marketed by the media influencers as a
high-end, most-favored gadget and should have digital or accessories items for 18-36 years old
whose annual income is nearly $50,000. The integrated marketing communication strategy of the
firm will involve, web, in-store branding, television, radio, and print.
Messaging strategy
To market the product, a new marketing tagline will be created, presenting an attracting
message: "Your Most Beautiful Galaxy" that will be executed by the model of persuade, inform,
reinforce and differentiate (Luxton, Reid & Mavondo, 2015). Direct marketing, web marketing,
social media marketing, sales promotion, sponsorship, public relations and promotional mix of
advertising will be utilized by Samsung to make sure that the messages are effectively delivered
to the targeted customers.
Integrated strategy
The product will be launched through massive social media campaigns, magazines ads,
radio, billboards and television advertisements along with sponsorships, in-store banners, and
YouTube videos. Radio and TVC commercials will feature the media influencers, or new
product endorses.

2
Assignment
Marketing communications objectives
The marketing communications objectives are as follows:
 To generate awareness regarding Galaxy series
 To differentiate the product from its competitors
 To reinforce the objective of brand messaging that the Galaxy series can
beat in the smartphone wars
 To persuade the customers to shift their loyalty towards Samsung
Promotion mix
By the first objective to differentiate the new product Galaxy series from its rivals, the
new promotional tool will be used such as, web or social media that possess microsite and
landing pages to promote the concept "Your Most Beautiful Galaxy." It will provide an
immersive experience to its target market. Augmented reality (AR) devices will be made
available on the stores to enable consumers to experience the unique features of the new Galaxy
series.
Moreover, to achieve the second objective of reinforcing the brand messaging, different
advertisements will be used to highlight the features of the mobile (Bruhn & Schnebelen, 2017).
The company aims to use traditional and online marketing and advertising tools with publicity
appearing in cinema ads and TV, at art and sports events and on billboards (Finne & Grönroos,
2017).