Marketing Assignment 4: Integrated Marketing Communication Analysis

This document presents a comprehensive solution to a marketing assignment, dissecting integrated marketing communications, advertising critiques, and communication briefs. The assignment delves into the benefits of integrated marketing, analyzing the impact of consistent messaging across various channels. It provides a detailed critique of two newspaper advertisements, evaluating their communication objectives, strategies, tactics, and effectiveness. Furthermore, the document includes a communication brief for the launch of Lotusland Wines' new brand, Enigma 2016, outlining the marketing problem, goals, target audience, communication objectives, strategies, tactics, and budget allocation. The analysis covers verbal and visual communication strategies, positioning statements, and creative concepts, providing a holistic understanding of marketing campaign development and execution. The assignment underscores the importance of understanding consumer insights and the perceived value of products in successful marketing campaigns. This document is a valuable resource for students studying marketing, offering insights into real-world marketing strategies and campaign analysis.

Running Head: ASSIGNMENT 4
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Assignment 4
Name:
Institution Affiliation:
Date:

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Question 1
Decisions
What is integrated communications?
Integrated marketing communications refers to the use of continuous messaging in both
traditional and modern marketing mediums and using varied promotional methods as
reinforcement to each other (Kim, et al, 2016).
Benefits of integrated marketing communications
Delivering message through the channels of integrated marketing communications
increases the popularity and consistency of the brand, this therefore makes the brand more
competitive as most consumers prefer buying their commodities from the famous companies
whenever they want to purchase the items.
Integrated marketing communications have become more famous in the current era of
advent technology and digital advertisement media which are cost effective and efficient in
the transmission of the messages throughout the world (Kim, et al, 2016). The use of digital
devices is also reliable sources of storing the messages and hence can be used over and over.
Because of the diverse nature of this marketing strategy, it enhances the transfer of
message over wide distance within a very short time to a large number of people.
Through integrated marketing communication the massage message can be manipulated
to suit a given demographic characteristics of people.
The integrated marketing communication reduces the interdepartmental conflicts,
reduces the transaction cost and it also maximizes the marketing efforts.
Integrated marketing communication initiatives
The most important marketing initiatives are to increase the awareness of the
consumers in regard to the presence of various commodities in the market from various
companies through the use of digital media (Kim, et al, 2016). Through the use of integrated
marketing communication, there is an intended plan to maximize the intensity of the
marketing while minimizing the cost of the same. ? These initiatives are important to the

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marketers because it will initiate the increased sale of products at minimal cost leading to a
wide profit margin to the manufacturers.
Question 2:
Advertising critique
Adverts are used as a marketing strategy by many companies or individuals seeking to
create awareness I and concern with the goods that they are selling or the kind of the services
that they offer in the market. The effectiveness of any given advert mainly depends on the
medium in which it is advertised and the kind of features that are used to design the advert.
The two adverts chosen in this case are newspaper adverts obtained from the given internet
link; http://relevancesells.com/zLoaderBypass/t1.jpg and
http://www.72advertising.com/newspaper-ads.htm. Both the adverts took the entire page of
the magazine.
First advert
The first advert is an advertisement from the Nissan Company creating awareness to the
people who can afford to buy vehicles on their new car models in the market. The
communication objective in the advert is creating a notion of the vehicles being cheap to the

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buyers; this is explained by price tag put on the value of each car (Butler, 2016). The
communication also aims at describing the quality of the vehicles as a way of attracting the
customers. The visual and verbal communication strategies have been used in the advert, the
picture of the Nissan cars is used to give a captivating impression to the buyers on the quality
of the cars. The positioning statement in this advert goes as "0% APR & REBATES ON
MOST NISSAN! ALMOST UPTO $5000 CASH BACK! AND MAKE NO PAYMENTS
FOR 90 DAYS." This statement aims at attracting the customers bearing on the cheap cost of
the vehicles and the amount discounted on them. The communication tactics applied in the
advert is attractive as they give numerous impressions on the cars. Whereas the
Communication mix in this advert is sales promotion as the company is promoting its
product.
There is a lot of creativity in this advert; this is because the designer has used a lot of
features ranging from visual to the types of statements used which are attractive to the target
group. A range of different car models is displayed in the advert to give a hint to the buyers
of how the cars appear. This advert is therefore very effective in meeting its target which is to
sell and to inform the people about the cars (Butler, 2016). Very impressive different car
models are displayed on the advert and thus can act as an attraction to the buyers; the advert
also gives enough information about the cars that can convince the customers.

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Second advert
The second advert is that of a particular law firm that is advertising to be have
specialized specialization in handling cases arising from tax payments. The target groups, in
this case, are American citizens from various sectors of the economy who are maybe having
issues with their tax compliances to the government of the United States of America. The
communication objectives of this advert are to create awareness to the interested public to the
existence of the firm and their competitiveness in handling such cases. The overall
communication strategy in this advert is the use of clear conversation goals; the firm has put
more stress on the qualifications of their lawyers ranging from their experiences to their
specializations in the cases handled. The positioning statement in this advert is "TAX
ISSUES" the key messages in these declarations are the recognition of the firm and the
experience of the lawyers. The communication tactic, in this case, is very simple and direct
and thus does not attract the target groups very easily. The communication mix in this advert

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is the direct marketing as the company is more precise to their services. The advert lacks
creativity and hence making it appear plane.
The advert is not effective in attracting the clients to the firms as it is plainer and may
not trigger the views to read more about their services; the advert lacks the elements of visual
impression and creativity to captivate the reader's interest, and thus it might be ignored.
The perceived value of cars in the first advert for the targeted audience may be lower
than the actual cost, and this is because the advert reflects more money discounted from the
sale of cars which are depicted to be of high qualities on the pictorial presentations (Butler,
2016). The perceived value of the second advert of the law firm to the target audience may be
too high; this is because the standards of the lawyers in the company seem to be too high and
therefore many people might shy away from their services which can be perceived to be very
expensive.

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Question 3
Communication brief
Background
Lotusland Wines Company is staging to launch a new brand of wine known as Enigma 2016
to counter rising number of customers in the market demanding for a different mix of wine
flavor. The main marketing problem is the emergence of new brands from other companies
like Sangiovese from Italy which offers a variety of tastes to offer satisfaction to a range of
clients (Percy & Rosenbaum, 2016). The new brand will, therefore, include such additional
properties and will exist in many forms so as to meet the taste and flavor requirements of all
our customers. My business goal as the marketing director is therefore to create a new
product line that will satisfy the rising demands of wine products by the consumers.
The next brand "Enigma 2016" assigned to my creative team is a rare type of wine that will
be sale across the globe because it is an improvement of the Lotusland vineyard previous
wines is made of more quality. The new wine is free from chemicals which make it healthier;
the wine is also fresh owing to its method of preservation.
Target audience profile
The targeted group for this new brand of Lotusland wine is a group of people ages eighteen
years and above all over the world, who can afford the drink. One interesting characteristic of
this audience I that it is evolving across all the ethnic borders and the popularity of the
Lotusland wine products isare far much more beyond the British Columbia.
Psychographically we have labeled this audience as TRUE LOVERS. They understand the
effects of this wines that are caused by the low-level alcoholic content of the Lotusland wines

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but still prefers the wine because it refills their desires as a drink. The audience does not also
bear any negative feelings or opinion about the relatively high cost of the drink.
Communication objective
The primary goal of this advertisement is to popularize Lotusland drinks and increase their
sale through characterizing this new brand in the market. Advertising the Enigma 2016, will
create awareness of the Lotusland wines and make people try out the new brand which offers
more satisfactory qualities in tastes and flavor.
Overall communication strategy
The two communication strategies that will be used in developing this advertisement are
verbal communication strategy and visual communication strategy. Verbal communication
will be applied through writings which will post in the advert to give more information about
the new brand of Lotusland drink (Percy & Rosenbaum, 2016). The advert will include a
graphical picture of the "Enigma 2016" brand showing all its labels and appearance of the
bottle to make the audience familiarize with it.
Positioning and key messages
The new wine label "Enigma 2016" is intended to position the products distinctively from
Lotusland in the minds of the consumers through a wide range of qualities such as price,
brand, and product. The price of Enigma 2016 is relatively lower than that of other wines
from the company's competitors and thus making it affordable to many people and favorable.
The brand is an improvement of the company's previous brands that reflects a wide range of
qualities that arebeing desired by the customers (Percy & Rosenbaum, 2016). The wine is a
product of vinegar that is freshly harvested vinegar and which is used in making the wines.
The vineyard is maintained without the use of chemicals such as fertilizers and pesticides and

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thus making the vines purely organic and safe for human lives. The drink brings excitements
and thus the message "with Lotusland every day is a celebration."
Communication tactics
Putting up this advertisement will be through the use of media and over the internet. The
advert will be anchored in various TV channels all over the world. An advertisement slide
will also be posted on numerous websites so that the internet users can access the advert
while using the internet.
Communication mix
There areis three communication mix that will be used in marketing the wines, these are,
advertisements, personal selling’s and discounts and promotions. An advert that will be
developed indicating various qualities of the new brand of Lotus wine will be aired in the
channels and websites on the internet. This will allow the message to many rich people
across the world. Several salespeople and distributors will be hired to help in selling the new
brand of wine so as to trigger more people to buy the wine. A 20% discount will be levied on
the drink during the promotion period to influence more people to try the wine through
buying.
Creative concepts and execution
Consumer insights – the advert will be aired on the favorite TV channels, programs, and
favorite media personalities to attract the attention of the audience. Expert quotes such as
"every day is a celebration" will be applied to give more insight about the drink. A real
person's brand idea can also be applied; this can include a comedian or actor.
Budget allocation

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5000$ - this will be used for developing and posting the advert in various websites, 50000$
will be used to air the advert in various TV stations, 30000$ used for hiring comedians and
promotion agents, 10000$ will be the transportation cost during the promotion period, 5000$
will be used for facilitating the exercise.
The perceived value
The Lotusland new wine brand "Enigma 2016" value is perceived to be very high by the
targeted audience; this is because wines are mostly preferred by the people in high social
classes and thus most of them are very expensive for the common people to afford (Percy &
Rosenbaum, 2016). The improved quality of the wine also attracts an increase in its price
since price and quality are always relative in marketing.

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References
Butler, K., Butler, K., Gordon, R., Gordon, R., Roggeveen, K., Roggeveen, K., ... & Cooper,
P. (2016). Social marketing and value in behavior? Perceived value of using energy
efficiently among low income older citizens. Journal of Social Marketing, 6(2), 144-168.
; http://relevancesells.com/zLoaderBypass/t1.jpg
http://www.72advertising.com/newspaper-ads.htm
Percy, L., & Rosenbaum-Elliott, R. (2016). Strategic advertising management. Oxford
University Press.
http://www.lotuslandvineyards.com/index.php
Kim, J., Kim, J. E., & Marshall, R. (2016). Are two arguments always better than one?
persuasion Knowledge moderating the effect of integrated marketing communications.
European Journal of Marketing, 50(7/8).