Advertising Media: Digital Disruption and IMC Strategies

This report delves into the realm of advertising media, exploring the profound impact of digital disruptions and transformations from an Integrated Marketing Communication (IMC) perspective. It provides a comprehensive overview of IMC, emphasizing the strategic coordination of promotional methods to achieve marketing campaign objectives. The report examines the interplay between traditional and digital advertising media, analyzing their successes, evolution from media channels to digital connectivity, and their integration within promotional mixes. It also highlights the significance of IMC in enhancing brand performance and customer engagement. The report uses examples like Domino's AnyWare campaign and SPC's "MyFamilyCan" campaign to illustrate key concepts. Furthermore, the report discusses the evolution of digital marketing, including the use of websites, social media, and digital marketing tools, and emphasizes the importance of audience interaction and cost efficiency in the digital landscape. The report concludes with recommendations for effective IMC strategies in the digital age.

Running head: MARKETING
Advertising media - digital disruptions and transformations from an IMC perspective
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Executive Summary
Integrated Marketing Communication (IMC) is such an approach which can achieve the
objectives of the marketing campaign throughout coordinated usage of the promotional methods.
Through different promotional mix, the business organization can increase it sales so that the
customers can get detailed information related to the products as well as services. IMC is
identified as a value of the comprehensive plan which can evaluate the strategic roles of the
communicational disciplines, public relations, personal selling as well as sales promotions. It can
combine to provide consistency as well as increase the communicational impacts. The report is
based on usage of digital and traditional advertising media in context of IMC. There is discussion
of the IMC by means of traditional and digital media success and from media channels to digital
connectivity. The advertising of the organizational products as well as services are done based on
promotional mix.

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Table of Contents
1. Introduction..................................................................................................................................3
2. Usage of digital and traditional advertising media in context of IMC........................................4
2.1 IMC- Traditional and digital media success..........................................................................4
2.2 IMC- From media channels to digital connectivity...............................................................5
2.3 IMC and advertising in promotional mix..............................................................................6
2.4 Integrated Marketing campaign.............................................................................................8
3. Conclusion...................................................................................................................................9
4. Recommendations......................................................................................................................10
References......................................................................................................................................11

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1. Introduction
The report is based on Advertising media - digital disruptions and transformations from
an Integrated Marketing Communication (IMC) perspective”. Arens, Weigold and Arens (2017)
stated that the advertising media is mid of the digital revolution by means of free news,
information as well as advertising from the technological limits towards print as well as
broadcasting. Kerr and Kelly (2017) argued that digitalization can transform the marketing
communications in various set of practices to connect the customers as well as their brands.
Advertising media is bringing infinite reproduction of marketing content, networking of
customers as well as expansion of media from the entertainment which has digital interface with
individuals (Xu, Frankwick and Ramirez 2016). IMC is based on possible core principals such as
insight of customers, decision making, media integration in addition to communication with
various stakeholders represent improvement framework to manage communication into the
digital world.
This report is summarizing the IMC perspectives based on digital disruption as well as
digital transformations so that there is changing of traditional media to the digital success which
make a success and competitive advantage in the marketplace. There is analyzing of IMC and
advertising in promotional mixes to promote the goods as well as services in addition to
communicate with priority target audiences and/or stakeholders.

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2. Usage of digital and traditional advertising media in context of IMC
2.1 IMC- Traditional and digital media success
Media planning is a function where there is mix of media channels as well as media
vehicles which are selected as it can represent effective means to reach as well as engage the
target audiences. Using the print ads on the newspaper as well as magazines is example of the
traditional marketing tools. The other medium of traditional marketing are flyers which are put in
mailboxes, commercials both on TV, radio as well as billboards (Chaffey and Ellis-Chadwick
2019). The business is invested on building of websites, advertising of the brand name of the
company throughout using social media like Facebook, You Tube as well as Twitter. Those are
the mediums of the digital marketing.
In the business organization, there are benefits of the traditional marketing such as it
reaches target local audiences. The radio ad is playing in one location, city and region. The
mailbox flyers are going to households for selecting number of suburbs. At first, it is required to
understand the target audiences so that it becomes easier to determine the digital media channels
for the business organizations (Scarpaci, Sovacool and Ballantyne 2016). There is digital success
due to digital marketing which can target local audiences but it must be international one. In
order to make success by using the digital marketing, interaction with the audiences is probable
with utilization of social media networking. The traditional marketing is not allowing for the
interaction with audiences. There is encouragement of prospects, clients as well as followers for
taking actions (Weber, Fulk and Monge 2016). It is required to visit the website, read about the
products as well as online services provided by the business organization, review the product in
addition to provide feedback that is being visible to the market.

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The digital marketing is a cost efficient way throughout investment on paid ads online;
hence the cost is cheaper as compared to the traditional marketing. By means of the Google
analytics as well as insight tools, it is offered by means of the social media channels such as
Facebook, Twitter and others. The traditional marketing methods are seeing into real time what
is not working into the business online as well as it can adapt rapidly in order to improve the
project results.
For example, there is an example of creative strategy into the IMC campaign for Pizza
Domino’s. The restaurant created AnyWare campaign for helping people to order their food in a
better way. This MIC campaign allows the customers to order with tweet as well as text and also
smart television, smart watches. This idea was implemented two years prior to AnyWare, the
restaurant established their pizza profiles. It saves the payment information of their customers,
addresses plus easy order (Vial 2019). Easy Order is a favorite food order of the customers
included preferred payment method and order type. Through the press release, the restaurant had
driven their customers.
2.2 IMC- From media channels to digital connectivity
IMC is ensured that there are different forms of communications which are required to
link together. IMC can benefit the organizations at all the levels so that it can provide alignment
of the brand positions in differentiation business strategies provide the company one voice as
well as look into the communications. At the operational levels, IMC can reduce the cost of
transactions as well as duplication of the human efforts. At the campaign levels, IMC is being
created as synergy with promotional mix provides higher return on the campaign investments as
compared to the competitions. At a stage of improving the brand performance of the company,
IMC is required to provide consistency into their brand messages in order to create brand loyal

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consumers (Reis et al. 2018). At the customer level, IMC is created as a medium to provide the
customers with higher services so that they are attached towards the business solutions. IMC can
lead to increase in capability to provide effect on the positive changes into the customer’s
awareness, attitudes of the customers along with experiences of the customers at each touch
points.
At both the market as well as position levels, IMC can lessen rate of defections, increase
into the position rate of the market as well as growth in the sales. IMC is effected with the
financial levels with an increase ability to achieve the higher sales, growth of the market sales,
market profitability, return on the investments as well as return on the brand investments as
compared to the business competitions (Hardy, Macrury and Powell 2018). IMC media plans can
provide a cost effective solutions to the media so that they can attain the media objectives of the
company. The media plan is included ability to attain larger increase in the business sales,
achieve a high sales growth as well as deliver the brand messages with a business impacts.
2.3 IMC and advertising in promotional mix
The promotional mix is referred to how the markets are combined with range of the
marketing communications to execute the marketing activities. The marketing methods are used
over new communication tools which become available to the marketers as well as people they
are targeting. There are list of marketing communication methods which are used as promotional
mix strategies to meet with demands of the target audiences such as:
Advertising: From IMC perspective, advertising media is paid form to present goods as
well as services by the sponsor. The advertising messages are to be tailored to the project group
as well as employ of mass media like radio, television as well as newspaper. The advertising

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media can target the individuals as per the profile characteristics as well as behavior (Kotler,
Kartajaya and Setiawan 2016). The advertising mediums are weekly advertisements which are
mailed by the supermarkets to the local resident’s as well as online banners advertisements
targeted to the individuals based on the websites they are visiting the internet search terms.
Public relations: The main purpose of the public relations is creating goodwill among the
organization as well as target audiences it is tried to reach. It is happened in case of unpaid or
earned promotional opportunities such as articles, press as well as media coverage (Xu,
Frankwick and Ramirez 2016). The organizations can earn rather than in case of pay for PR
attentions they are received, and spend resources on the project activities.
Personal selling: The personal selling is used people for development of relationships
with the target audiences for a purpose to sell products as well as services. The personal selling is
put an emphasis on the face-to-face communication, understanding requirements of the
customers as well as demonstrate how the products as well as services are provided business
values.
Sales promotion: It is a marketing activity which can aim to boost sales of the products
as well as services by adding basic value offered to buy one get one free offers to the customers
as well as get a discount of 15% to the wholesalers as well as retailers.
Digital marketing: It is covered from the websites to the search engines, content plus
social media marketing. The tools as well as techniques of the digital marketing are evolved with
the technological advances but it can cover ways to which the digital technologies are being used
to market as well as sell the organizations (Arens, Weigold and Arens 2017). The digital

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technologies are being used for marketing as well as selling of organizations, products plus
services plus experiences.
Direct marketing: This particular advertising method from perspective of IMC is selling
the products as well as services directly to the customers in case of going to the retailers. The
traditional direct marketing tools are telemarketing, promotional equipments, television home
shopping channels as well as mailed brochures. Email as well as mobile marketing is considered
as next generation direct marketing channels those are used for the direct marketing tools to
promote the products in the marketplace.
2.4 Integrated Marketing campaign
Most of the business organizations are devoting around 40% of marketing budget towards
digital activities. The integrated campaign is one which has various elements such as public
relations, direct marketing, social media networking as well as TV advertisements. The
integrated marketing campaign is combined with various channels like content, email, digital
advertising as well as social media for promoting the messages to the targeted audiences. The
main goal of this integrated campaign is converting the viewers into the targeted customers
(Arens, Weigold and Arens 2017). Each of the business industry is distinguished as well as
integrated campaign is including of sales strategy. The campaign is proved to be successful as it
is utilize single advertising channels to the limited audiences.
The latest marketing campaign in Australia is “MyFamilyCan”, by SPC, which is the
Australia’s largest fruit processor created the IMC campaign for urging the Australia’s to
#BuyHomeGrown. The company is overhauling its Ardmona’s brands by featuring the photos of
the Aussie farmers on the labels of its canned fruits. It is a best approach to make food labelling

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for the Australian customers. Through the Facebook social media channels, the company is
advertising their products in the market. This campaign is aimed for affirming SPC’s place into
the heritage of Australia (Loh 2018). They have used a voice message to promote their campaign
such as “we’ve… grown up on SPC for 100 years, because its made in our own
backyard.” The new products as well as services are promoted through advertisements in
order to provide new corporate identities, new service standards as well as new strategic partners
(Scarpaci, Sovacool and Ballantyne 2016). The main target of this campaign are the Australian
families those are mainly using social media networking sites.
The integrated marketing communication is required to create competitive advantages,
boosts the business sales plus profits so that it can save money plus time. IMC is wraps the
communication around the targeted customers as well as help to move throughout buying
process stages. By providing good as well as better images through IMC, it develops a better
relationship with the customers. Relationship Marketing can create a bond of loyalty with the
customers that can protect them through competitions. It is required to keep the customers a
powerful competitive advantage (Chaffey and Ellis-Chadwick 2019). IMC can increase in profits
through increase in business effectiveness. At the basic levels, unified messages are required to
provide impact as compared to myriad of messages. It is suggested that images are be shared into
advertising as well as direct the email which can boost the advertising awareness as well as mail
shot responses.
3. Conclusion
It is concluded that main aim of the business brand is to reach the end users and the
marketing trends into the customer behaviour are making drastic changes into the market. The

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brands are based on single tool of the marketing which is required to communicate the brand’s
messages towards the target group plus generate the traffic. There is promotion of the products
across various social channels which are required for spreading a brand awareness as well as
increase into visibility. Into the competitive market, it is inevitable for analyzing the
functionality of the products as well as communication strategy which can target the potential
audiences across different online and also offline communication channels. It is concluded that a
stronger communication strategy can target the potential audience across online as well as offline
for bringing a potential for the brand. The integrated marketing communication is such a
marketing plan which can guarantee towards the target demographics as well as boost the profit
margins of the company while there is reduction of the market costs.
4. Recommendations
It is recommended that it is required to identity the ICM campaign goals as well as
potential limitations of the market so that the campaign can boost the customer loyalty and build
awareness for the customers. It is required to analyze the competition as well as identify the
competitive edge of the market. Creativity is required as a brainstorming process so that it can
provide better business solutions to the market. The business organization should require
developing a company website so that they can provide all products as well as services related
information to the customers through online mode.

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References
Arens, W. F., Weigold, M.F., Arens, C., 2017, Contemporary Advertising and Integrated
Marketing Communications, 15th ed., McGraw–Hill, United States.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Hardy, J., Macrury, I. and Powell, H., 2018. The Advertising Handbook. Routledge.
Kerr, G. and Kelly, L., 2017. IMC education and digital disruption. European Journal of
Marketing, 51(3), pp.406-420.
Kotler, P., Kartajaya, H. and Setiawan, I., 2016. Marketing 4.0: Moving from traditional to
digital. John Wiley & Sons.
Loh, J., 2018. SPC goes true blue in centenary campaign. [online]. Available at:
https://www.marketingmag.com.au/news-c/spc-centenary-campaign/ [Accessed 25 May 2019].
Reis, J., Amorim, M., Melão, N. and Matos, P., 2018, March. Digital transformation: A literature
review and guidelines for future research. In World Conference on Information Systems and
Technologies (pp. 411-421). Springer, Cham.
Scarpaci, J.L., Sovacool, B.K. and Ballantyne, R., 2016. A critical review of the costs of
advertising: A transformative consumer research perspective. Journal of consumer policy, 39(2),
pp.119-140.
Vial, G., 2019. Understanding digital transformation: A review and a research agenda. The
Journal of Strategic Information Systems.