Integrated Marketing Communications and Promotion Mix Analysis

This report examines the application of integrated marketing communications (IMC) and promotion mix strategies for different products. The analysis covers promotional approaches for animation software, including after-sale customer surveys and mail order marketing, given its niche market and limited budget. For a new toy, the report suggests branded promotional gifts and point-of-sale marketing, leveraging television and radio for broader reach. A food manufacturer's new fiber drink benefits from advertising and branding through television and print media to target senior citizens. Finally, the report recommends direct marketing and social marketing, particularly through email and YouTube, for airline advertisement to foster customer loyalty. The report emphasizes the importance of tailoring promotional tools and media choices to the specific product and target audience.

Running Head: INTEGRATED MARKETING COMMUNICATIONS AND PROMOTION MIX
INTEGRATED MARKETING COMMUNICATIONS AND PROMOTION MIX

INTEGRATED MARKETING COMMUNICATIONS AND PROMOTION MIX 1
Introduction
A promotional strategy is an advertisement tool which is done outdoor that consists of stagnant
advertisements and planning of sales products with the help of marketing strategy. There are
many kinds of promotional strategies, but it will wholly rely on the products that a company or
individual wishes to sell.
Software for animation
A company has developed software for new animation, to serve this purpose company requires
to execute promotional strategies to promote it in the market. This company uses particular
promotional strategies that suited well with the specific media. In the situation of new animation
software that has few consumers, the company can adopt after sale surveys of costumers and
mail order marketing.
After sale surveys of customers
The company can diagnose the various companies which they need to access as they are small.
So, the company should contact the customers with the help of telephone or e-mail medium after
the sales that aid the satisfaction of customers. The benefit of this strategy is to identify whether
the customers are satisfied with the software or not or they need some improvement. For
example, every company would like to know that customers are satisfied with the software
especially the students if they hear that they are much happier with their product it will enhance
the performance of the company. Sales persons of the company can do the survey with the help
of a call and assemble information that will help to know the preferences of the customers or
they satisfied with the products this will benefits the company to handle them at the time of sale.

INTEGRATED MARKETING COMMUNICATIONS AND PROMOTION MIX 2
Mail order marketing
This method is appropriate when customers come to the business, but they are not missed. In this
case, the customers are very few, so it is very relevant to determine them and send them mails.
This type of promotional method makes the clients know that they are cared for and make them
to know more about the goods. The mail is send through at the personal window of customers.
The medium used here is e-mails not the radio or television. This method is sometimes very
expensive but it is more appropriate to make the customers inform and release them that
company has concern for them and helps the company to know who all are interested in their
software. (Christensen C., 2013)
The company needs to adopt the social media for advertising the software as the market is not so
big and it does not contain huge funds. Social media is a way to reach the customers largely and
easily but using the radio and television social media is expensive as the company has niche
market. Company should two large media when they want to reach large market.
New toy
The two types of promotional method used to produce new toy are branded promotion gifts and
point-of-sale promotion and marketing if End-cap.
Branded promotional gifts
For identification and introduction to new product, namely, toy to the customers, company uses
marketing. The finest way to advertise the new toy is television and sells it at a discount. Give
away products are the best way of doing promotion of this product. For example, if any person
comes and buy the product at a discount then sell it with new toy t-shirt as a giveaway, this offer

INTEGRATED MARKETING COMMUNICATIONS AND PROMOTION MIX 3
is valid for first ten people only. It is the active way of selling this product on the festival season
as everyone will watch television.
End-cap marketing and Point-of-sale promotion
In this marketing new toy will sell in the market where the footfall is more especially in
Christmas holiday. It is more assured that product will sell there. People will buy a new toy when
they are busy buying other goods. It should be placed on the checkout side of the mall so that
people will do impulsive purchasing. (Gangwar M., 2013)
The media used for the End-cap marketing and Point-of-sale promotion should radio as the
announcement of has made on the radio about the introduction of the new toy in the market
where buyers majorly visited on Christmas holidays. And for branded promotional gifts the
social media used id television.
Food manufacturer
The company has come up with the new fibre drink, especially for the senior citizen. To serve
this purpose advertising and branding is the main promotional tool used by this company. The
advertisement makes the general public aware of the new product that comes into existence to
draw the attention of customers. Moreover, customers will get to know the product's benefits.
The company can do banding to promote their products in such a way that it depicts the
medicated value and specialty of the drink. For branding it should use unique, that will attract the
medical value to the people and design the amazing logo that shows the cause of the drink.
(Smith K. C., 2014)
The social media use to promote this product is television and print media. Television would be
the best method to reach a large number of audiences on the basis as the people generally see the

INTEGRATED MARKETING COMMUNICATIONS AND PROMOTION MIX 4
television on a regular basis. And print media like health magazines, brochures, newsletters, etc.
use to reach the target audience.
Airline advertisement
In order to get the customer loyalty which includes keeping in touch with customers, the
company should use direct marketing, and social marketing promotional tool is used. To get
touch directly with customers, the company should do e-mails, calls, and social media to the
customers which enhance the interaction with customers and improve the customer loyalty. For
social marketing company should upload a video for their products on you tube to cater the
attention of the customer as nowadays, you tube is the best source for marketing on social media.
(Shaw S., 2016).
Social media and television are the media used to promote the products. People of various
countries are the customers of this company so it is important to advertise this product in
efficient hours of the day so it is beneficiary to advertise on television and social media.
Conclusion
There are many types of promotional tools and social media and their uses are varying from type
of products that company wants to promote. In this paper, the promotional tools used software
for animation are mail order and after sale customer surveys, for new toy branded promotional
gifts and Point-of-Sale Promotion and End-Cap Marketing, for food manufacturer advertisement
and branding and for airline company direct marketing and social marketing promotional
methods are used along with different social media is used for each part that is television, print
media and radio.

INTEGRATED MARKETING COMMUNICATIONS AND PROMOTION MIX 5
References
Christensen, C., & Raynor, M. (2013). The innovator's solution: Creating and sustaining
successful growth. Harvard Business Review Press.
Gangwar, M., Kumar, N., & Rao, R. C. (2013). Consumer stockpiling and competitive
promotional strategies. Marketing Science, 33(1), 94-113.
Smith, K. C., Cukier, S., & Jernigan, D. H. (2014). Defining strategies for promoting the product
through ‘drink responsibly’messages in magazine ads for beer, spirits and alcopops. Drug and
alcohol dependence, 142, 168-173.
Shaw, S. (2016). Airline marketing and management. Routledge.