Integrated Marketing Communication: Evaluating Marketing Methods

This report critically evaluates the application of integrated marketing communications (IMC) and various marketing communication methods. It discusses advertising, sales promotion, word of mouth, personal selling, and email marketing, highlighting their effectiveness in enhancing organizational growth and productivity. The report concludes that sales promotion and advertising are particularly suitable for maintaining communication with clients due to their speed and effectiveness in delivering information. Effective ICM and digital marketing can help organizations achieve customer loyalty and sustain brand reputation in the long term, with advertising being especially effective due to its ability to highlight product features through various media channels.

Project

Applying the concept of integrated marketing communications (IMC) critically evaluate three
effective marketing communication methods of your clients could incorporate within this
market
Integrating marketing communication is basically a strategic process which is used by Sierra
Leone for identifying the needs and desires of customers effectively within low time. Due to the
effective use of this process organization is able to sustain positive relation with all customer
segments for long time. In today's time marketing is essential aspect for sustaining their goodwill
and also for attract the users in large number. For increasing the effectiveness of IMC
management of Sierra Leone are used various marketing communication methods which is
described below -
 Advertising – It is basically a one type of marketing strategy which is used by
organization through visual mode (Klepek and Starzyczná, 2018). In context to Sierra
Leone, management must use this strategy effectively in aspect of increasing their brand
value and popularising their product at large scale. The main advantage for company
during the time of using this method is that company is able to highlight the features of
their product many times in front of customer eyes. Due to this the desires of customers
are easily increased in maximum level for buying their products. This method is coming
under the category of paid form it means huge investment are required in this activity.
 Sales promotion – It is also the one type of method which is used by organization for
maintaining communication with all customer segments. This method is also essential for
increasing awareness and popularity of their product in market at large scale. In context
to Sierra Leone, management must use this method effectively in the form of providing
discounts, beneficial schemes and coupons to their customers. Due to facilitating these
type of benefits to customers the sale of their product are easily increased at large scale
within short duration.
 Word of mouth – It is also the another type of marketing method but here difference is
that in this stage marketing is done through online mode and conversation. But this
method worked effectively only when Sierra Leone fulfil the promises of customers
timely. Due to this it is necessary for the management of Sierra Leone that must only
facilitate reliable and promising information to customers regarding their product and
services. Due to providing reliable data to them positive relationships are easily sustained

between company and customer for long time. When the word of mouth is worked in
effective manner then definitely customers easily other products of this company also in
long terms.
 Personal selling – It is also the another type of marketing method which is applied by
firm for increasing the awareness of their various product. But this method has one
drawback also because in comparison with others it is the oldest strategy. In context to
Sierra Leone, if management used this method their profit margin is increased in very
slow manner which is not good for their performance. The other negative effect of this
method in today's time this strategy is totally outdated.
 Email marketing – It is also the one type of promotional technique which is used by the
company for promoting their product effectively in market and between clients (Lee, S.
and Kim, 2020). The main purpose of utilizing this method by above mentioned company
is main strong communication with customers regarding their products and services in
long term. It means when consumers maintained communication with company
effectively, then users easily received various updates timely regarding their products and
service.
From the above data, it concludes that integrating marketing communication plays
essential role for enhancing the overall productivity and growth of organization at maximum
level. Here the method the suitable methods for this organization in aspect of maintaining proper
communication with various clients is sales promotion and advertising. Because the effective use
of these two methods informations are delivered to customers quickly. That means for effective
growth of organization quick service of their products to users are highly important. Due to
effective ICM and digital marketing organization are able to achieve the loyalty or honesty of the
customers in long term. In this way company is able to sustain their brand reputation in market in
long term. When we compare the advertising the method with other strategies this method is
highly effective. Because in this method company have the option for high light the features of
their products many times with help of various devices. Devices includes television, radio,
through mobile etc.

REFERENCES
Books and Journals
Klepek, M. and Starzyczná, H., 2018. Marketing communication model for social
networks. Journal of Business Economics and Management, 19(3), pp.500-520.
Lee, S. and Kim, E., 2020. Influencer marketing on Instagram: How sponsorship disclosure,
influencer credibility, and brand credibility impact the effectiveness of Instagram
promotional post. Journal of Global Fashion Marketing, 11(3), pp.232-249.