Design and Development of an Integrated Marketing Communication Plan

This document presents an integrated marketing communication (IMC) plan, outlining the objectives, strategies, and key considerations for effective marketing communication. It addresses various activities, including defining target customers, determining the message, setting goals, and understanding brand strategy. The plan emphasizes the importance of understanding customer wants, gathering product information, and reviewing previous marketing communications to identify opportunities and threats. It also covers budget allocation, marketing communication briefs, and essential skills for successful communication. The document further explores the selection of appropriate media channels, evaluation of media styles, and strategies to overcome challenges like zapping and zipping in advertising. The IMC plan includes practical examples related to product characteristics, competitive factors, and target audience identification, providing a comprehensive guide for developing and implementing an integrated marketing communication strategy.

Running head: DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
Running head: DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
Name of the student:
Name of the University:
Author Note:

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
Activity 1
1. The objectives of integrated marketing communication are as follows:
 To create awareness of the brand.
 To generate the interest of the product.
 To increase the desire for the product.
 To promote the action in the standard of a sale.
The objectives can be confirmed to the client either through the emails or through the
meetings.
2. The five questions that needs to be asked to the client before thinking about developing
the plan are as follows:
 Who is the targeted customers of the product?
 What message do the product or the service wants to communicate?
 What is the goal of the company?
 What is the strategy of the brand?
 What is the objective of the marketing department?
Activity 2
The wants of the customers are varying. One of the customer might want a sales promotion
which can be done through posters, coupons, billboards, television adds, radio, digital media,
social media , emails etc.
The product information that must be obtained when determining the marketing
communication are

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
 What is the product about?
 Whom is the product for?
 What are the benefits of the product?
 Brand value of the product in the market
 Who are its competitors?
 What are the disadvantages of the product?
 Brand value of the product in the market
Activity 3
It is very important to collect and review the data relative to the organizations previous
marketing communications because it helps in understanding the treats that the organizations
faced in the earlier times. Understanding the treats will help in making better marketing plans
which will be bringing more success to the company. It will also help in understanding the
opportunities that tends to lie for the organization to proceed.
Activity 4
The importance of advertising budget it helps in earning profits and it even it helps increasing the
awareness of the brand. It also helps in understanding the objectives of the brand. It also helps in
the formulation of the strategies and in the generation of the profits by enhancing the general
sales.
Activity 5
1.the marketing communication brief is the document of what the client would like to achieve.
It is also considered as the instructions for the team to follow the objectives and goals of the
campaigns.

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
The brief must include the challenges, opportunities and goals of the campaign. It must
also follow the steps which must be followed during the campaign.
2. The advantages of good marketing communication skills are as follows:
 It helps in the development of the strategic vision
 It helps in the creation of the brand awareness
 It helps in attracting and retaining talent.
 It helps in the utilization of the time.
Activity 6
1.In order to have a successful marketing communication, it is very important to accomplish the
message of the company or the organization that is what it is to be said. Secondly, it is very
important to accomplish the medium which is where it is to be said and thirdly the target needs to
be set which is to whom is the message going to get delivered.
KPI helps in understanding the progress of the company in reaching its marketing
communication objectives (Pokhrel 2014).
2.The total number of sales per month or the total new number of contracts that is being signed
per period are some of the examples.
The reasons for which it is important to assess marketing communication regularly are as
follows:
 To check the treats that the company or the organization tends to possess
 To see opportunities in which the company can grow in the future.
 To give a tough competition to the other companies

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
 To see the current trends that is being faced.
 To build strong relationship with the customers
 To always stay at the top in the marketing industry
 To meet the varying demands of the customers.
Activity 7
1. Product chosen – fruit juice
Characteristics- it is considered t be made from the real pulps of the fruit. It tends to
freshly made. The price is very much affordable and the packaging is also very much
attractive.
Competitive factors: the various other brands of the fruit juices which have already made
a name in the industry is a competition to the fruit drink.
Challenge- to gain the trust of the customers and make the product very much popular
among the customers.
Targeted customers- customers belonging to the age group of 17 to 28
2. Identification of the target market can be done by having an analysis of the competition
and even by examining the current base of the customer.
The significance of the product can be communicated to the target audience through the
promotions done in the commercials, with catchy headlines in the hoardings.
It is very much necessary for the target audience to understand the importance of the juice so
that they feel the need of the product and they buy so.

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
Activity 8
1.Target audience- the customers belonging to the age group of 17 to 28 is being targeted. This is
the age group which is known as the youth. It is the age group which tends to include both the
individuals who belong to the schools or the colleges or are the ones who goes to the office as
well.
Legal and he ethical constraints- it is very important for the organization to follow the
ethical rules of the business. The laws of the state must be followed. The business must be so
conducted that it do not harm the society. The ethical constraints is that it must not advertise the
product in contrast to its nature. It must not be limited to a specific group of people only.
2.the eight forms of legislation or regulation that tends to apply to marketing communication are
as follows:
 Everything must be accurate
 Permission must be taken, nothing must be done illegally.
 Competitors must be faced fairly
 The products which says that they are free must be given freely
 Consumer law must be put into concern
 No misleading products must be sold in the market
 The message or the context which the company tends to share must have a meaning
 There must be consistency and continuity in the products of the company.
3. The ethical ways in which the online advertising must be initiated are as follows
 The product must be correct as its shown.
 No wrong publicity must be made

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
 The material of the product must be same as it is being shown.
 The advertisement must not be distracting
4. The advertisement in Australia mainly falls under the customer law which means that
none of the products must be misleading or deceptive the right of the customers must be
put first into the account. Deceiving the customer should not be initiated.
Example of this is that the endorsements which are not in par with the product is
banned. Product which says are free to the customers are given to the customers
without any expense.
Activity 9
1.
advertising Specification of effective
advertising
Making sure that the material
is fully function
Customer service Provide better service and
good relation to the customer
Better reputation with the
customer
Direct marketing Cost effetcive Reach target market
Events and sponsorships Promotions of brand Wider section of the audience
packagaing Attracting audience Customer satisfaction
Personal selling
Publicity and public relations
Build trust
To reach millions at the same
time
Better bonding
Greater section of the
audience
Sales promotion Attraction of the customers Wider section of the
customers

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
2.forms of direct marketing are
 Internet marketing
 Face to face selling
 Direct mail
 Catalogs
 Telemarketing
 Direct response marketing
3. Events are considered to be the best marketing communicational tool to use in
communication brief because it helps to target larger section of the audience. On the
other hand, the sponsorship is considered as an important marketing tool as it helps in
expanding the brand influence. This is mostly applicable in famous sports sponsorship.
4. Mobile marketing is being considered here. It is very significant as in the present
scenario the customers are very much attached to the mobile phones. It helps the business
to gain success quicker in comparison to the traditional forms of marketing.
Activity 10
1. it’s very important to understand the advantages as well as the disadvantages of each
marketing communications variable and media vehicles for product or services because it
helps in understanding the best market vehicle and reach a wider section of the
customers.
2.

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
Media vehicle Advantages Disadvantage
Television Wider range of audience Not accessible by many
customers
website Time and money is saved Not accessible by may
customers
newspaper Focus on the target
audience
Limited number of
audience
Social media applications Builds relationship Limited customers
Radio station Mass number of audience
can be targeted
Only medium of
communication is the audio
Activity 11
1. The characteristics of media are as follows:
 It has 24 hour coverage
 It has specifications in locations
 Very easily noticed
2
Media characteristics How this might meet the brief requirements
 It has 24 hour coverage Marketing specifications
 It has specifications in
locations
Targeting specific customers in different
locations

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
 Very easily noticed Faster identification of the products
Activity 12
1. Primary media is the media which is being consumed very frequently by the customers.
Examples are the social media applications, radio, newspapers, and music. On the other
hand, the supplementary marketing media tends to suggest the media which is very much
additional, progressing and is incidental to that of the primary media.
2. It is necessary to understand the media consumption habits because it enables to place the
advertisement as per the needs and reach a wider section of the customers.
3. Newspaper as a primary media covering demographics from 20 to 60 . being the cheapest
media, it tends to cover mass more easily and is accepted widely.
Activity 13
1. The media styles must be evaluated against the brand character of product or service are
as follows
 To reach a wider section of the customers
 To attract more customers
 To reach its ultimate goal of success.
 To increase sales
2. Other factors which an organization must seek to evaluate are as follows:

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
 Potential market of the product
 Availability of the media
 Distribution strategy
3. It is important to review all the promotional campaigns because it helps in understanding
the needs and wants of the customers and increase the sales. It also tends to boost the
loyalty of the customers towards the brand.
Activity 14
1. The advantages of selecting multiple media is that it helps in reaching a wider section of
the customers. The targetted audience doesnot tends to remain fix.
2. The disadvantages are
 No fixed audience is being targeted
 No specific goals
3. By comparing the multiple media plan, the advanatages of the right media is being
understood which is further implicated for the promotion. Learning the disadvantages
helps in eradicating the problem and only focus on the positive sides of the media.
4.
Type of media advantages disadvantages
Print media flexibility Poor form of presentation
Broadcast media Powerful form of audio
visual
High cost
outdoor Flexibility in location Confined message
internet Global form of the medium Slow form of the download

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
Activity 15
1. The criteria are as follows:
 Policy of the company
 Cost of the media
 Financial position of the company
 Type of buyers
2. Zapping means the utilization of the remote control to switch from one channel when an
commercial tends to come (Nesvadba, and Nagorski 2016). On the other hand, zipping
means fast forwarding through the commercial breaks while watching a program which is
pre recorded (Taylor 2015). The viewers of the zipped commercials tends to have a more
neutral kind of attitude towards the ad and the brand.
Activity 16
1.the frequency that the number of times an individual faces a message and the impact on the
audience by the representation through the given media tends to determine the media vehicle.
2.The advantages of e-marketing are as follows:
 Extremely low level of risk.
 Reduction in the level of the cost through the automation
 Enhances rates of conversion
 It helps in knowing the competitors
 Communicating with global customers

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
3. a)The product that is being chosen is that of the iPhone. The cost of iPhone 8 in Australia
is 779 dollar. (Lassen, Madsen and Vatrapu, 2014). It is a smartphone which is being
designed and marketed by the apple company. It has the features of the ios.
b) the social media applications are the media vehicles that are being used by Iphone to
support the integrated communication plan (Ngai et al 22015). Hoardings are utilized by the
company as well
c) the media vehicles are being selected because to reach a wider section of the audience. It
helps in attracting the customers towards the product.
Activity 17
1. The primary and secondary marketing media need to meet target audience preference in
order to increase the sales and revenues of the company and to maximize the profits.
2.
Marketing media demographics
facebook youths
magazines Middle aged individuals
newspapers Middle aged individuals and old people
radio globally
television Youth, middle aged people and the old
people

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
Activity 18
1. The ensurance that the recommended media meets the brief are as follows:
 When more customers are being involved
 Net sales are increasing
 The objectives are being met
 The company tends to achieve more profits
2. The business laws must be adequately met. Fair competition among the other business
must be followed. The right product must be advertised. Nothing fake must be advertised.
Activity 19
1. Creative content is considered as an umbrella term that is meant to describe the various
standards of developed multimedia that tends to form a essential part of the online
presence and the advertising strategy (McDaniel, Fanfarelli and Lindgren, 2017)
2. The creative content of magazines are the cover pages. The creative content for television
is the commercial reliefs like the commericals. The creative content for the facebook is
the short videos that tends to prop up. The creative content for the radio is the interview
of the famous personalities and musics.
Activity 20
1. The eight types of appeal are sexual, fear, humor, emotional, rational, scarcity , musical
(Zhang et al., 2014)The competition , the ideal customer and the media campaigns tends to
appeal the pitch of the product.

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
Activity 21
1,The supporting information’s are major and minor like that of the statistics, anecdotes,
definitions, descriptions or the comparisons.
Activity 22
The cost for the creative work might be calculated in the basis on the hour. It must be 300 dollar
per hour. The cost of the creator must be included in the budget
Activity 23
1. In order to get the goals of the company and reach the customers, the deadlines for the
creative work must be met.
2. Efficiency is being met. Time is not wasted.

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DESIGN AND DEVELOP AN INTEGRATED MARKETING COMMUNICATION PLAN
References
Lassen, N.B., Madsen, R. and Vatrapu, R., 2014, September. Predicting iphone sales from
iphone tweets. In 2014 IEEE 18th International Enterprise Distributed Object Computing
Conference (pp. 81-90). IEEE.
McDaniel, R., Fanfarelli, J.R. and Lindgren, R., 2017. Creative content management:
Importance, novelty, and affect as design heuristics for learning management systems. IEEE
Transactions on Professional Communication, 60(2), pp.183-200.
Nesvadba, J.A.D. and Nagorski, I.A., Koninklijke Philips NV, 2016. Method and apparatus for
intelligent channel zapping. U.S. Patent 9,357,153.
Ngai, E.W., Moon, K.L.K., Lam, S.S., Chin, E.S. and Tao, S.S., 2015. Social media models,
technologies, and applications. Industrial Management & Data Systems.
Pokhrel, J., 2014. Intelligent quality of experience (QoE) analysis of network served multimedia
and web contents (Doctoral dissertation).
Taylor, C.R., 2015. On the new era of zipping and zapping: the need for research on how
advertisers deal with an Era of time-shifted television program viewing on a variety of devices.
Zhang, H., Sun, J., Liu, F. and Knight, J.G., 2014. Be rational or be emotional: advertising
appeals, service types and consumer responses. European Journal of Marketing.

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