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Report - Integrated Marketing Communication

   

Added on  2020-05-16

17 Pages4982 Words304 Views
Integrated Marketing Communication 1[AIB subject title and subject AQF Level][Student name][Student number][Integrated Marketing Communication]Word count: 30001

Integrated Marketing Communication 2Executive summaryThis report addresses creative strategy development of an integrated marketing communication related to Fircroft. Fircroft has vast experience in placing professionals all around the globe on contract and permanent basis. Integrated marketing communication refers to integrating all means of brand promotion to promote products of company to the target customers. In this method all the aspects of marketing communication are worked together to increase sales and maximise cost effectiveness. The advertisement and communication objectives are explained to support business marketing plan. An integrated marketing communication plan is used to overcome objective and technical issues of company. The key communication message and creative strategy determines the message of advertising. The company uses recommended marketing communication tools to support advertising efforts. It also explains the advantages of integrated marketing communication plan compared to the current programme of company. 2

Integrated Marketing Communication 3Table of contentsContentsExecutive summary...............................................................................................................................21.Introduction...................................................................................................................................42.Advertisement and communication objectives...............................................................................42.1 Awareness and education............................................................................................................42.2 Appeal.........................................................................................................................................52.3Branding......................................................................................................................................53. An integrated marketing communications campaign.........................................................................53.1 Digital marketing.........................................................................................................................63.2 Direct marketing..........................................................................................................................63.3 Public relations............................................................................................................................63.4 Personal selling............................................................................................................................73.5 Sales promotion...........................................................................................................................74.Development of key communication message and creative strategy.............................................75. Recommendation of marketing communication tools......................................................................106. Advantages of recommended integrated marketing communications campaign compared to the current campaign.................................................................................................................................117. Adequate information about Fircroft...............................................................................................12Conclusion...........................................................................................................................................13References...........................................................................................................................................14Appendix 1 – Integrated Marketing Communication (IMC) plan........................................................17Appendix 2 – Contribution of digital marketing..................................................................................173

Integrated Marketing Communication 41.Introduction Integrated marketing communication brings together variety of communication tools to impact on behaviour of customers. Integrated marketing communications is part of promotions. The central theme behind integrated marketing communications is persuasion. Persuasion makes people to believe in something or desire to do something. The effective marketing communication is goal oriented and allied with organisation’s marketing strategy (Fill &Turnbull, 2016). It also aims to deliver specific messages to the targeted group. It makes marketing more effective as it more relies on multiple communication tools. Fircroft places people in the specialist technical industries for contract and permanent basis. The company is specialist in offering placements in oil and gas industries. It fills job vacancies in sectors like oil and gas, infrastructure and construction, automotive, petrochemical and chemical, nuclear and renewables and mining and mineral industries. 2.Advertisement and communication objectives Advertisement supports to the business marketing plan so that objectives can be united. By organising all the communication objectives, Fircroft can engage in integrated marketing communications. The issue faced by company is that it not successful to advertise it’s services in every country. The advertising is a paid source to reach target markets and getting done all the required activities (Belch, et. al. 2014). 2.1 Awareness and educationWhenever Fircroft introduces new talent and skill then it is required to inform and educate prospective customers. Creating awareness is the first step in lifecycle of company when it enters in the market. The advertising communication objective is used to support public relations communications objectives to create awareness. The advertisement at this stage is informal and influences target market for company’s products. It might include broadcast commercials and a print ad which portrays the image of company and tag lines (Ewing & Ramaseshan, 2015). The target market for Fircroft is all the companies which hire staff to fill 4

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