General Motors' IMC Strategy: Tools, Customer Response Analysis

This essay provides an overview of General Motors' integrated marketing communication (IMC) strategy, focusing on their approach to target a younger demographic. It evaluates the IMC tools used by the organization, noting the shift from traditional newspaper and television advertisements to a blend of traditional and modern techniques such as promotion ambassadors, internet marketing, and magazines. The analysis emphasizes how General Motors leverages these tools to enhance brand awareness and connect with consumers. Furthermore, the essay highlights the company's use of social media platforms like Facebook and YouTube to foster immediate interaction with customers, enabling them to respond promptly to consumer perspectives and establish stronger customer relationships. The adoption of new-age IMC strategies has allowed General Motors to create significant market impact and improve its brand image among younger audiences.

Running head: GENERAL MOTORS
GENERAL MOTORS
Name of the Student
Name of the University
Author Note

Overview
The General Motors generally has an old school image and this is the reason why the
organization has not been successful in carrying out the operations successful as the awareness of
the customers with respect to the different products is generally low. With respect to this
perspective, General Motors came up with a comprehensive package for the younger target
audience who were in college or were young graduates1. The moves which were taken by the
firm in the form of the Integrated Marketing Approach can be stated to be quite innovative and
unique.
Evaluating the IMC tools used
The organization made use of generally the newspaper and television advertisement in
their earlier initiatives but as the company was targeting a younger target audience, the company
used newspaper and television as a base to target the IMC plans and to act as a link between its
new initiatives and the older ones2. The company makes use of Promotion ambassadors, Internet,
Magazines and other such modern techniques in order to reach out to the targeted consumers and
increase the awareness of the product in the market. Hence, in lieu of this, it can be stated that
their use of the traditional tools and the modern tools of IMC were largely successful.
1 Blakeman, Robyn. Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield, 2018.
2 Luxton, Sandra, Mike Reid, and Felix Mavondo. "Integrated marketing communication capability and brand performance." Journal of Advertising 44.1 (2015): 37-
46.

Responding to customer perspectives
By making use of the traditional as well as the modern techniques of the Integrated
Marketing Plan, General Motors has established a strong channel which allows them to interact
with the different consumers and respond to their perspectives immediately3. By using the
medium of Social media, like the Facebook and YouTube adverting, it became comparatively
easier for the firm to keep a track of the consumers and their responses and in lieu of this,
establish a strong relationship with the customers and respond rapidly o their perspectives.
Hence, adopting the new age Integrated Marketing communications, the firm was able to create
an uproar in the market.
3 Luxton, Sandra, Mike Reid, and Felix Mavondo. "Integrated marketing communication capability and brand performance." Journal of Advertising 44.1 (2015): 37-
46.

References
Blakeman, Robyn. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield, 2018.
Luxton, Sandra, Mike Reid, and Felix Mavondo. "Integrated marketing communication
capability and brand performance." Journal of Advertising 44.1 (2015): 37-46.