MKT201: Integrated Marketing Communication Analysis of Google

This report provides an analysis of Google's advertisement and communication strategies, focusing on its integrated marketing communication (IMC) practices. It identifies Google's customer segments using Roy Morgan’s Value Segmentation, including socially aware, visible achievement, and young optimism. The report also examines the seven tools of persuasion used by Google, such as giving and receiving, admitting weaknesses, and emphasizing potential losses. Furthermore, it analyzes Google's current advertising practices using the 7 Cs of the marketing communication mix (Clear, Concise, Concrete, Correct, Coherent, Complete, Courteous) and discusses the company's integrated marketing channels for effective customer reach and service promotion. The report concludes that Google's successful market position is due to its effective marketing and communication techniques.