Marketing and Management: Integrated Marketing Communication Report

This report delves into the realm of Integrated Marketing Communication (IMC), with a specific focus on print advertising. It examines how advertising functions as a crucial communication tool for brands, emphasizing the importance of establishing consumer connections. The report highlights ...Read More

Running head: MARKETING AND MANAGEMENT
Marketing and Management: Integrated Marketing Communication
Name of the Student
Name of the University
Author’s note

1MARKETING AND MANAGEMENT
Title: Simplicity that drives impact
Advertising is one of the most commonly used methods of communication by a brand.
Communication is important in order to establish a connection with the consumers to ensure a
valuable relationship. A company communicates with the target market to share information
regarding any updates, to declare a sale or discount, to share an idea etc (Royce 2016).
Communication is a two way process, in mass communication the process was one ended for a
long time until technology enabled companies to directly communicate with the consumers. In
IMC there are various tools that can be implemented by an organisation to communicate with the
target market like events, public relations, advertising, digital marketing etc. We are going to
focus on advertising especially on print advertising (Myers and Jung 2016).
Print advertisement
Advertising organisation has two prominent sections one is client servicing and the other
is creative department. The department we are going to focus on is the creative department, the
people working in this department are responsible for whatever we see or hear in an
Advertisement. Here are two examples of the content variations of a print advertisement (Royce
2016).

2MARKETING AND MANAGEMENT
Figure: The Economist Print Ad Figure: Avis Print Ad
Source: (Royce 2016) Source: (Haygood 2016)
The most striking feature of the two print ads is the amount of content on the page.
Advertising is a culmination of marketing and creativity to ensure impact. Print ads are published
in news papers, pamphlets, OOH; magazine, print ad concepts are also used in the digital
platform (Myers and Jung 2016). Print advertisements have to have the element of creativity in
order to engage the consumers, the message has to be clear no matter how less or how more the
content is so that the consumers are enlightened and lastly it should also have an element to
entertain the reader so that they do not overlook or skip the advertisement. In print ad it is easy
to lose the audience because they have an option of skipping the advertisement if they are in a
hurry therefore it has to be creative in nature ( Haygood 2016).
Determinants of the contents of an advertisement
While brainstorming about the advertisement the brief form the client is very important, it
is important to understand the target market and reach of the advertisement in order to create the

3MARKETING AND MANAGEMENT
content and the copy of the advertisement. If a magazine like the economist is issuing
minimalistic print ads they know that their target market will be able to understand and
appreciate the intellect that is involved in creating the copy, on the other hand a beer company
like Budweiser have an elaborate use of image and color to keep up to the image of the brand.
Hence it can be said that the target market is one of the main determinants of the type of content
used in the advertisement.
The brand image is another element of the selection of the content and visuals of a print
advertisement. The image of Economist is intellectual and smart hence the ads reflect the same,
Budweiser is a company that sells alcoholic beverage and they maintains a rebel and party image
and hence the content is accordingly created.
Impact of minimalistic print Ads
Minimalistic print ads puts across an idea in very simple use of imagery or content which helps
the company create value relationship with the customer as consumers tend to appreciate a good
advertising copy.
It has been observed that Print ads are being more and more creativity driven than being heavy
on the content as the consumers hardly read what is there in an ad instead they will chose to read
the content they are looking for in the newspaper or magazine (Kadry 2016).

4MARKETING AND MANAGEMENT
Minimalistic print ads or any advertisement that is striking and engaging have the ability to
ensure the company has a recall value in the minds of the people, many times we tend to
associate an image or jingle with a brand, which is one of the main aims of advertising. For
example the following ad will always remind you if the free wi-fi you can access if you are in
McDonalds.
Figure: Macdonald’s Print Ad
Source: (Kadry 2016)
One of the major impact of the minimalistic print ads are the recognition that it provides
to the creators and the agency, Ogilvy and Mather are one such agency that has received
immense recognition with their minimalistic print advertisements. Advertising agencies are third
party organisation who offers their services to the client in formulating and understanding ad
campaigns. They also help a company build a brand image (Kadry 2016).
Advertising be it any medium is considered to be one of the most effective means of mass
communication implemented by an organisation. Print Advertising has grown in its quality and
creativity over the years and due to intense competition in the market the creators of such
advertisements are also pushing their boundaries.

5MARKETING AND MANAGEMENT
Reference:
Haygood, D.M., 2016. Hard Sell or Soft Sell? The Advertising Philosophies and Professional
Relationship of Rosser Reeves and David Ogilvy. American Journalism, 33(2), pp.169-188.
Kadry, A., 2016. The Persuasive Effect of Using Visual Metaphors in Advertising
Design. International Design Journal, 6(1), pp.33-40.
Myers, J. and Jung, J.M., 2016. The interplay between consumer self-view, cognitive style, and
creative visual metaphors in print advertising. Journal of Marketing Communications, pp.1-18.
Royce, T.D., 2016. 15. Intersemiotic Complementarity in Print Advertisements. Handbuch
Sprache im multimodalen Kontext, 7, p.348.