Rockstar North's IMC Campaign: Objectives, Plan & Promotion

This report provides an analysis of Rockstar North's integrated marketing communication (IMC) campaign, focusing on the company's objectives, strategies, and promotional materials. It begins with an introduction to IMC and a brief overview of Rockstar North, highlighting its successful video game development. The report then delves into Rockstar North's marketing communication objectives, which include building awareness, promoting interest, coordinating activities, retaining fans, and competing effectively. A marketing communication plan is outlined, covering target audience identification, situation analysis, objective setting, budgeting, strategy development, and evaluation. The report also discusses the integration of social media and web advertisements as key promotional tools in Rockstar North's marketing campaigns, emphasizing their ability to reach a large global audience. The conclusion emphasizes the importance of an effective IMC strategy for spreading product awareness and achieving maximum profit, highlighting how marketers can efficiently reach their goals through strategic planning and the use of promotional tools.

Introduction to Integrated
Marketing Communication
CW 2

Table of Contents
 Introduction
 Brief summary of chosen organization
 Marketing communication objectives of Rockstar North
 Marketing communication plan
 Two promotional material integrated into the marketing communication campaign
 Conclusion
 References

Introduction
 Marketing communication campaign can be described as
actions and practices which are aimed to promote a specified
product or service through wide spreading of a particular
message through different media channels such as television,
print media, digital channels and many more.
 For better understanding of marketing communication tactics
and campaign, Rockstar North is taken into consideration.

Brief summary of chosen
organisation
 Rockstar North is an UK based organisation which is
essentially engaged in developing video games.
 Their highly acclaimed and successful video game
encompasses series of Grand Theft Auto, Blood Money,
Menace, Shadow of the Beast, Hired Guns and many
more.
 Company was established in 1987 at Edinburgh, United
Kingdom

Marketing communication
objectives of Rockstar North
Marketing communication objective of Rockstar
North are discussed below:
 Building awareness
 Promote interests among potential customers
 Co-ordinated activities in a better way
 Gain retention of fans
 Compete in an effective manner

Marketing communication plan
Marketing communication plan for Rockstar North consists of
following steps:
 Identification of target audience
 Situation analysis
 Determining objectives
 Budget-
 Strategies
 Evaluation

Two promotional material
integrated into the marketing
communication campaign
 Social media- It is most common tool of marketing and
communicating the massage of the company to the large number of
audience in the global market.
 Web advertisements-. Rockstar North marketers can use web
advertisement as its promotional tool in marketing campaigns to find
right audience through various mediums.

Conclusion
As per above presented information, it is concluded that effective marketing communication
strategy plays an important role to spread awareness about the product and services to the
target customers in order to get maximum profit. To make effective communication plan the
marketers can achieve the goal efficiently. By using web advertising and social media as
promotional tools the marketer can reach to the large number of customers easily.

References
 Juska, J. M., 2021. Integrated marketing communication: advertising and promotion in a digital world.
Routledge.
 Bormane, S., 2019, May. Trends in the development of integrated marketing communication in the
context of digital marketing. In SOCIETY. INTEGRATION. EDUCATION. Proceedings of the
International Scientific Conference (Vol. 6, pp. 84-95).
 Galloway, C., 2020. Integrated marketing communication. In Theory and Practice Public Relations (pp.
186-207). Routledge.
 Kitchen, P. J. and Tourky, M. E., 2022. How Marketing Communication Works. In Integrated Marketing
Communications (pp. 49-68). Palgrave Macmillan, Cham.