University Marketing Communications Report: Strategies and Analysis

This report provides an in-depth analysis of integrated marketing communications (IMC), examining various strategies and their effectiveness across different contexts. It explores the significance of brand equity, the impact of communication challenges, and the role of sales representatives in product promotion. The report also delves into the effectiveness of sales promotions in supermarkets, the influence of direct marketing strategies, and the measurement of sponsorship effectiveness through IMC. Furthermore, it analyzes the impact of executional factors on advertising performance, particularly in television commercials. The research draws conclusions from multiple articles, offering practical implications for businesses and highlighting the importance of effective IMC implementation. This comprehensive analysis aims to provide insights into optimizing marketing efforts and achieving desired business outcomes.

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Article 1...........................................................................................................................................4
Essence of research......................................................................................................................4
Key learning from reading...........................................................................................................4
Result / conclusion.......................................................................................................................4
Practical implication....................................................................................................................4
Any distinctive information.........................................................................................................5
Article 2...........................................................................................................................................6
Essence of research......................................................................................................................6
Key learning from reading...........................................................................................................6
Result / conclusion.......................................................................................................................6
Practical implication....................................................................................................................7
Any distinctive information.........................................................................................................7
Article 3...........................................................................................................................................8
Essence of research......................................................................................................................8
Key learning from reading...........................................................................................................8
Result / conclusion.......................................................................................................................8
Practical implication....................................................................................................................8
Any distinctive information.........................................................................................................9

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Article 4.........................................................................................................................................10
Essence of research....................................................................................................................10
Key learning from reading.........................................................................................................10
Result / conclusion.....................................................................................................................10
Practical implication..................................................................................................................10
Any distinctive information.......................................................................................................11
Article 5.........................................................................................................................................12
Essence of research....................................................................................................................12
Key learning from reading.........................................................................................................12
Result / conclusion.....................................................................................................................12
Practical implication..................................................................................................................12
Any distinctive information.......................................................................................................13
Article 6.........................................................................................................................................14
Essence of research....................................................................................................................14
Key learning from reading.........................................................................................................14
Result / conclusion.....................................................................................................................14
Practical implication..................................................................................................................15
Any distinctive information.......................................................................................................15
Article 7.........................................................................................................................................16
Essence of research....................................................................................................................16

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Key learning from reading.........................................................................................................16
Result / conclusion.....................................................................................................................16
Practical implication..................................................................................................................16
Any distinctive information.......................................................................................................17
Article 8.........................................................................................................................................18
Essence of research....................................................................................................................18
Key learning from reading.........................................................................................................18
Result / conclusion.....................................................................................................................18
Practical implication..................................................................................................................19
Any distinctive information.......................................................................................................19
References......................................................................................................................................20

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Article 1
The Marketing Plan – driver of Communication Processes, Brands and IMC
Essence of research
The research highlights the significance of integrated marketing communication and
brand identity for the business organizations in terms of brand equity strategy. According to the
research, integrated marketing communications help in communicating the brand, its product and
the features to the target customers in a particular market.
Key learning from reading
The key finding of the research includes the strategy of brand equity that sheds light on
the role of integrated marketing communications is creating and maintaining the brand equity
effectively. Additionally, the research enlightens them about the contribution of brand identity in
informing and guiding the firm along with developing, nurturing and implementing the overall
integrated marketing communication for the business organizations.
Result / conclusion
From the research, it can be concluded that the paper lays the foundations for developing
further theory in terms of integrated marketing communications thereby, acting as one of the
significant research materials for relevant and rigorous research. Additionally, the research also
makes a small contribution for the academics and practitioners in terms of integrated marketing
communications and brand equity.

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Practical implication
Application of the proposed framework developed in this research will help the
practitioners to initiate a completely defined and functional brand identity. As a result, the
business organizations need to emphasize more defining and developing brand equity. Moreover,
it is essential for the managers and the employees of the business organizations to communicate
the identity of the brand to the individuals responsible for firm's marketing communications
effort.
Any distinctive information
According to the research, failure in implementing the integrated marketing
communication theories and brand equities will have an adverse impact on the business
organizations.

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Article 2
Communication Challenges for consumers and businesses including social, legal and ethical
issues. IMC Planning needs. Paid, Earned and owned Communications
Essence of research
The research highlights that either the self-concepts of the customers influence the
purchase decision or the purchased products influence the self-concepts of the customers. The
research thereby, evaluates whether a similar concept is applicable in terms of online
advertisements. Therefore, the research signifies whether the individuals buy what they believe
in terms of online advertisement.
Key learning from reading
The learning of the research highlights whether the online customers use word of mouth
in sharing the online advertisement thereby, constructing and expressing their self-concept. From
the research, it can be learned that the self-concepts influence the purchase decision of the
customers. The integrated marketing communications thereby need to be convincing enough for
influencing the customers’ decisions.
Result / conclusion
According to the results, it can be concluded that entertainment value, self-brand
congruity and the involvement of the product category maximizes the individual expressiveness
of the online advertisements. This eventually increases the likelihood of the customers for
sharing those advertisements in order to communicate the product or service to the target
customers.

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Practical implication
Practically the study is extremely effective as it has the potential of creating and
replicating successful and viral advertising campaigns. Therefore, when the advertisements are
able to generate sufficient buzz, it highlights the success of the integrated marketing
communications. However, internet marketing still encounters challenges in exploiting the
various opportunities in terms of integrated marketing communications.
Any distinctive information
According to the research, failure in implementing the integrated marketing
communication theories and brand equities will have an adverse impact on the business
organizations.

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Article 3
In the Eye of the Beholder: An Analysis of the Relative Value of a Top Sales Rep Across Firms
and Products
Essence of research
The research highlights to understand the best time for the most skilled and qualified
salespersons to sell the best products. Therefore, even the best and skilled salespersons need to
implement integrated marketing communications for selling the products. Due to the successful
implementation of IMC, even an inexperienced salesperson is able to sell products easily.
Key learning from reading
The key learning of the research is that skilled and qualified sales representatives must be
able to sell the best of their potential when the task is complex. On the contrary, even the most
skillful and experienced sales representatives sale worse products when given a relatively simple
task.
Result / conclusion
The results provide a deep insight of the key issues while implementing integrated marketing
communications such as the type of salespersons to be recruited along with allocating training
funds. The results also show the ability of the sales representatives to either create value or
persuading with the value of the customer.
Practical implication
The practical implications highlight the methods used by the business organizations for
recruitment, as recruiting the right sales representatives is a significant issue. Therefore, the

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business organizations need to allocate the most skillful sales person to sale their most complex
products than allocating them for selling easy products. Therefore, in a complex selling
environment, better business organizations allocate highly skilled sales representatives compared
to worse business organizations.
Any distinctive information
According to the research, failure in implementing the integrated marketing communication
theories and brand equities will have an adverse impact on the business organizations.

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Article 4
Behavioral response to sales promotion tools
Essence of research
Integrated marketing communication is largely used and facilitated in the supermarket as
this helps in the supermarkets to communicate the products and the offers and discounts on the
products to the target customers. Communicating the offers and discounts on the products helps
in engaging the attention of the customers along with increasing the sales largely.
Key learning from reading
In this research, it can be learned that offers as price discounts and buy one get one free
was highly preferred by the customers. Therefore, implementation of integrated marketing
communications allows the supermarkets to communicate the offers and discounts effectively
among the customers. As a result, the supermarkets were able to know the most preferred way of
increasing sales by considering the customer's preferences.
Result / conclusion
A survey was conducted in 206 supermarkets in Hong Kong in order to evaluate the most
effective sales promotions among the customers. The five different sales promotions include
price discounts, in-store demonstrations, coupons; games and buy one get one free. The survey
suggested that price discounts and buy one get one free was most effective among the customers.
Practical implication
Practically, price discounts and buy one get one free is most widely used promotional strategies
used by the supermarkets. Implementation of integrated marketing communications allowed the

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supermarkets to communicate the promotional strategies to the customers effectively thereby,
attracting more customers.
Any distinctive information
According to the research, failure in implementing the integrated marketing
communication theories and brand equities will have an adverse impact on the business
organizations.