University Report: Apple Inc. IMC Plan for Enhanced Brand Awareness

This report presents an integrated marketing communication (IMC) plan for Apple Inc., focusing on increasing brand awareness and sales. The plan outlines key objectives, including a 10% increase in brand awareness and a 15% increase in sales within six months. The redesigned message emphasizes Apple's value proposition of technological and user-friendly products enhancing lifestyles. The target audiences include teenagers, college students, and businesses. The marketing communication mix incorporates print media (newspapers, magazines, billboards) and social media advertising (Twitter, Facebook, Instagram). The report suggests methods for evaluating the campaign's effectiveness, such as tracking market share, profitability, and consumer reviews. The report also includes references to support the findings and recommendations.

IMC plan of Apple Inc
Name of the University:
Name of the Student:
Authors Note:

Marketing Communication Goal and Objectives
• To increase brand awareness of Apple inc
along its target consumers by 10% within six
months of its IMC plan launch
• To increase sales of the company through
increasing reach of its promotional messages
to potential target consumers by 15% within
six months of its IMC plan launch

Re-designed Message Key
• The re-designed IMC message of the company
will be to position itself as a brand that
delivers exceptional value to consumers
through technological and user-friendly
product offerings that can enhance their
lifestyle (Annualreports.com. 2019).

Target Audiences
• Teenagers and mostly the college and
university students that are highly active on
the social media sites
• Businesses as well as individuals that demands
for exquisite technological lifestyle (Andrews
and Shimp 2017).

Marketing Communication Mix
• Apple Print Media Advertising - The company will
employ traditional media advertising mediums for
communicating its promotional messages that will
include mediums such as newspapers, magazines
and billboards (Camilleri 2018).
• Apple Social Media Advertising - Apple Inc will
employ social media advertising tools such as
Twitter, Facebook and Integram in promoting its
brand

Six Months Media Schedule
Total Budget Month Jan Feb Mar April May June Reach Continuity TOTALS
$50,000.00 Frequency 1 2 2 2 2 2 14
$3,571 $3,571 $7,143 $7,143 $7,143 $7,143 $7,143 $50,000
MEDIA SOURCE
Newspaper advertisement $100.00 $100.00 $100.00 $100.00 $100.00 $100.00 30% of target audiences 3 months $600.00
Magazine advertisement $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 20% of target audiences 4 months $900.00
Travel $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 40% of target audiences 5 months $1,080.00
Television Advertisement $700.00 $900.00 $1,100.00 $1,300.00 $1,500.00 $1,700.00 50% of target audiences 6 months $7,200.00
Publicity $200.00 $200.00 $200.00 $200.00 $200.00 $200.00 40% of target audiences 7 months $1,200.00
Office Equipments $210.00 $210.00 $210.00 $210.00 $210.00 $210.00 60% of target audiences 8 months $1,260.00
Radio Advertisement $220.00 $220.00 $220.00 $220.00 $220.00 $220.00 30% of target audiences 9 months $1,320.00
Events $230.00 $230.00 $230.00 $230.00 $230.00 $230.00 45% of target audiences 10 months $1,380.00
OTHER
Training and Education $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 45% of target audiences 4 months $900.00
Volunteer Costs $170.00 $170.00 $170.00 $170.00 $170.00 $170.00 50% of target audiences 5 months $1,020.00
Accountancy Expenses $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 70% of target audiences 6 months $1,080.00
Website and Social Media $250.00 $350.00 $450.00 $550.00 $650.00 $750.00 80% of target audiences 7 months $3,000.00
Refreshment $900.00 $1,000.00 $1,100.00 $1,200.00 $1,300.00 $1,400.00 90% of target audiences 8 months $6,900.00
$210.00 $210.00 $210.00 $210.00 $210.00 $210.00 40% of target audiences 9 months $1,260.00
Total $3,850.00 $4,250.00 $4,650.00 $5,050.00 $5,450.00 $5,850.00 $29,100.00
Balance $3,571.43 $10,714.29 $17,857.14 $25,000.00 $32,142.86 $39,285.71 $50,000.00
Web

Suggestion of Three Campaign Evaluation Methods
• Apple Inc can measure its increase in market share after
implementation of its social media as well as traditional
media campaign (Dissanayake and Amarasuriya 2015).
• The company can also evaluate effectiveness of its IMC
media plan through observing increase in its overall
profitability (Finne and Grönroos 2017).
• Consumer reviews will be attained through increasing
the positive word-of-mouth percentage increase by 8%
within 6 months of IMC plan launch.

References and Bibliography
• Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated marketing
communications. Nelson Education.
• Annualreports.com., 2019. [online] Available at:
http://www.annualreports.com/HostedData/AnnualReports/PDF/NASDAQ_AAPL_2018.pdf [Accessed 3 Oct. 2019].
• Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism economics and the airline
product (pp. 85-103). Springer, Cham.
• Dissanayake, R. and Amarasuriya, T., 2015. Role of brand identity in developing global brands: A literature based
review on case comparison between Apple iPhone vs Samsung smartphone brands. Research journal of business and
management, 2(3), pp.430-440.
• Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing communication. European
Journal of Marketing, 51(3), pp.445-463.
• Finne, Å., 2017. Communication-in-use: customer-integrated marketing communication. European Journal of
Marketing, 51(3), pp.445-463.
• Kanagal, N.B., 2015. Innovation and product innovation in marketing strategy. Journal of Management and marketing
research, 18(4).
• Moravcikova, D. and Kliestikova, J., 2017. Brand building with using phygital marketing communication. Journal of
Economics, Business and Management, 5(3), pp.148-152.
• Patti, C.H., Hartley, S.W., van Dessel, M.M. and Baack, D.W., 2017. Improving integrated marketing communications
practices: A comparison of objectives and results. Journal of marketing communications, 23(4), pp.351-370.
• Sharma, R., Ahuja, V. and Alavi, S., 2018. The future scope of netnography and social network analysis in the field of
marketing. Journal of internet commerce, 17(1), pp.26-45.