Comprehensive Report: IMC Campaign Development and Evaluation

This report provides a comprehensive analysis of an Integrated Marketing Communications (IMC) campaign. It begins with an introduction highlighting the importance of IMC in developing marketing strategies and achieving business objectives within budgetary constraints. The report outlines marketing goals, emphasizing the integration of various marketing tools such as digital marketing, advertisements, and public relations to create a cohesive and effective campaign. A significant portion of the report focuses on audience segmentation, including behavioral, psychographic, demographic, and geographic approaches, to ensure targeted marketing efforts. The report then delves into the selection of a suitable marketing communication mix and media schedule designed to influence consumer behavior. Finally, it suggests campaign evaluation methods, including the use of social media platforms and other media channels, to measure the campaign's effectiveness. The report references several academic sources to support its findings and recommendations.

Integrated Marketing Communications
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Introduction
-Helps in the development of my ability in
critically evaluating the prevailing IMC programs.
–Helps in provision of solutions that are based on
both learned IMC concepts and theories.
-Aimed at the development of the IMC campaign
that will include both timing and budgetary
constraints (Camilleri, 2018).
-Based on assessment one with a maximum
budget of $50,000.

The Marketing Communication Goals/Objectives
-Ensures that there is an integration of the
numerous tools and approaches
-Enables them to effectively work together in
harmony.
-This is beneficial because it will help in the
creation of harmony regarding the products
of the company.
- Some tools that can be used for the campaigns
include personal selling, digital marketing,
advertisements, public relations, and promotions.

-Marketing campaigns are aimed at reinforcing
each other so that they help in the achievement
of objectives.
-This is through provision of consistency, clarity,
as well as communication impacts (Andrews &
Shimp, 2017).
-This is quite essential to the overall success of
any organization.
-It helps them to maintain close contacts with the
clients and the entire population all through.

The Targeted Audiences
-The market will have to be segmented in order to
ensure that only the targeted audience for the
company’s products and services are reached.
-Segmentation should be done since the whole
market is known to comprise of a variety of
consumers which have different needs and wants.
-Market segmentation is done in order to ensure that
such customers are categorized or grouped into
common characteristics.
-Segmentation can be done through 4 types namely

Behavioral segmentation
-This divides market populations based on the usage,
decision marking, and behavior (Bhupathi, 2016).
-This helps in ensuring that appropriate types of tools
are used in marketing the appropriate products to
them.
-Behavior based segmentation provides marketers
with an opportunity of using the appropriate tools in
reaching them and providing them with the products.

Behavioral segmentation can also be used during
seasonal festivities that occur during various calendar
dates.
-Effective marketing communication should be used
during various festivities such as during the Christmas
period in order to increase the sales (Hours, 2016).
- This is attributed to the fact that the sales are
normally higher during Christmas times as opposed
to other periods.

Psychographic segmentation-
-Based on the people’s activities, interests.
Lifestyles, as well as opinions.
-Used in marketing among the clients whose
social standing or lifestyle is well known.
Demographic segmentations
- Divides a given population based on numerous
various like the income, nationality, race, religion,
age, and gender.
- A good marketing strategy should be developed
to ensure that the products targeted for a
particular type of people are bought.

Geographic segmentation
-Divides consumers based on their geographical
basis.
-This implies that the potential clients may have
different needs based on their locations.
Part Two
The Marketing Communication Mix Choice
-A good marketing communication mix should be
one that is capable of helping the audience to see
good results from the company’s products or
services after using them.

There is need for the marketers to ensure that
they use the best marketing mix in order to reach
the targeted consumers or customers.
- Marketers should therefore ensure that better
results emanate from the campaigns and help in
the overall costs that are used in marketing.

The Media Schedule
-The media schedule that ought to be used is one
that will have the capability of influencing people
and have the ability of altering the potential
customers’ attitude towards the company’s
products or services (Belch et al, 2014).
-Such media should thus be capable of using
Pathos which means that it should use emotions in
order to appeal to the market (Foroudi et al, 2017).

The use of pathos will effectively help both
advertisers and markers to use the “pathos-
driven” skills in order to sell its products to
individuals (Katz, Lazarsfeld & Roper, 2017).
-The best media that will have a significant
impact on the consumers should thus be chosen
in order to market a company’s good or services
to the targeted potential consumers.

A Suggestion of the Campaign Evaluation
Methods
-Based on the above segmentation methods, it is
evident that there will be need to use different
marketing campaigns in order to reach the
targeted customers (Armstrong et al, 2015).
-One of the marketing campaigns that can be
used in reaching targeted audiences is the use of
the social media platforms such as Facebook,
Twitter, Whatsapp, Instagram, among others
(Yakimova et al, 2017).

- Other types of media that can be used to reach
potential customers are the use of television and
websites so that the company’s products are
advertised using pictures or images (Homburg,
Jozić & Kuehnl, 2017).
-The use of the internet is known to be the best
marketing campaign because it can be used in
reaching a wide audience

References
Andrews, J.C. and Shimp, T.A., 2017. Advertising,
promotion, and other aspects of integrated
marketing communications. Nelson Education.
Armstrong, G., Kotler, P., Harker, M. and Brennan,
R., 2015. Marketing: an introduction. Pearson
Education.
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I.,
2014. Advertising: An integrated marketing
communication perspective. McGraw-Hill
Education.

Bhupathi, M.M., 2016. Integrated Marketing
Communications. In Strategic Marketing
Management in Asia: Case Studies and Lessons
across Industries (pp. 425-445). Emerald Group
Publishing Limited.
Camilleri, M.A., 2018. Integrated Marketing
Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103).
Springer, Cham.
Hours, G.L., 2016. Integrated Marketing
Communications.

Foroudi, P., Dinnie, K., Kitchen, P.J., Melewar, T.C.
and Foroudi, M.M., 2017. IMC antecedents and the
consequences of planned brand identity in higher
education. European Journal of Marketing, 51(3),
pp.528-550.
Homburg, C., Jozić, D. and Kuehnl, C., 2017.
Customer experience management: toward
implementing an evolving marketing concept.
Journal of the Academy of Marketing Science,
45(3), pp.377-401.

Katz, E., Lazarsfeld, P.F. and Roper, E., 2017.
Personal influence: The part played by people in the
flow of mass communications. Routledge.
Yakimova, R., Mavondo, F., Freeman, S. and Stuart,
H., 2017. Brand champion behaviour: Its role in
corporate branding. Journal of Brand Management,
24(6), pp.575-591.