Integrated Marketing Communication Strategy and Channel Choice

This report delves into the realm of integrated marketing communications (IMC), focusing on designing and producing content suitable for various channels and communication objectives. It examines marketing communication objectives within a given organizational context, specifically referencing Tesco supermarket and their online advertising strategies. The report critically evaluates communication strategies, channel choices, and creative content, exploring the communication strategy mix, including advertising, personal selling, public relations, and direct marketing. It also discusses media mix, traditional and non-traditional mediums like social media, email marketing, and website promotion. The analysis includes recommendations for Tesco to enhance their performance and competitive advantages in both domestic and international markets, suggesting expansion of business operations and introduction of new products and services.

Ruining head: INTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS

INTEGRATED MARKETING COMMUNICATIONS 2
Table of Contents
Introduction...........................................................................................................................................3
Design and produce content appropriate to the channel and communication objectives........................3
Content strategy..................................................................................................................................3
IMC Communication objectives.........................................................................................................3
Marketing communication objectives for a given organisation situation...............................................4
Critically evaluate a case study involving communication strategy channel choice, creative content
(the content message of that company...................................................................................................4
Communication Strategy Mix.............................................................................................................4
Advertising.......................................................................................................................................4
Personal Selling................................................................................................................................5
Public relations................................................................................................................................5
Direct marketing..............................................................................................................................5
Channel choice..................................................................................................................................6
Media Mix............................................................................................................................................6
Non-traditional mediums................................................................................................................6
Social media.................................................................................................................................6
Email marketing..........................................................................................................................7
Website promotion......................................................................................................................7
Creative content.................................................................................................................................8
Recommendations and Conclusion........................................................................................................9
References...........................................................................................................................................10

INTEGRATED MARKETING COMMUNICATIONS 3
Introduction
This report supports to design and produce suitable content by considering different channels
and communication objectives. It shows marketing communication objectives for a given
organization situation. In last, it also discusses communication strategies, channel choice, and
creative content.
Design and produce content appropriate to the channel and communication objectives
Content strategy
The main purpose of selecting a creative message for advertisement and promotion is to
target a new classification of consumers in a reliable manner. Tesco supermarket is a retail
organization that offers many products and service to their potential consumers. In addition, it
is examined that the organization prefers to use online advertising method to promote their
goods and services and increase their profitability in the least time and cost (Belch, et al.,
2014). Due to the higher competition level, the organization could use modern tools and
techniques as well as the internet to endorse goods and services of the organization.
Consequently, it would lead to developing the base of consumers, revenue, profitability, and
accomplishing objectives of the firm. It assists the company with respect to enhancing the
competitive advantages in the target market. In addition, it is examined that integrated
marketing communication plan could be imperative for creating content and endorse goods
and services in a limited time. Moreover, the consumer service is a key element that could be
imperative in the failure and success of Tesco. Therefore, the organization could outsource
their promotional and advertisements activity for the accomplishment of their desired goal. It
could be effective for obtaining higher benefits at the local and international market (Luxton,
Reid, and Mavondo, 2015).
IMC Communication objectives

INTEGRATED MARKETING COMMUNICATIONS 4
 To offer a suitable message and data to the client and develop interest between
competitors and market players.
 To target an appropriate set of consumers by maintaining and educated about the
retail industry.
 To make higher communication via advertisements, direct marketing strategies, and
promotions
 To increase word of mouth promotion by offering effective communication process
together with attract attitude of specified consumers to retain them
 To concentrate on 90% of targeted consumers in both state and local segments of the
market in future.
Marketing communication objectives for a given organization situation
 To enhance AUD$7000 sales volume by practicing the advertising campaign
 To enhance the market share of Tesco by 9% by involving competitors examination
 To enhance AUD$260000 sales revenue by involving advertising
 To enhance AUD$38000 income by involving new IMC elements
 To increase AUD$500000 return on the investment in the upcoming 3 months
 To enhance the probability of Tesco Essentials by 29% in the upcoming 6 months.
Critically evaluate a case study involving communication strategy channel choice,
creative content (the content message of that company
Communication Strategy Mix
Communication mix strategy could be imperative for as it enables to effectively communicate
with others and make a reliable decision. It could also be effective for promoting the
campaign of the organization in a limited time frame. It could consider creative and attractive
message for increasing brand awareness in the least time and list. This strategy is also

INTEGRATED MARKETING COMMUNICATIONS 5
imperative for getting higher competitive benefits (Andrews, and Shimp, 2017). The
communication strategy could consider certain factors that are discussed as below:
Advertising
The advertising is an important method of communication marketing mix strategy as it is
practiced for increasing brand awareness among a specified audience. It could be imperative
for the desired goal in the least time and cost. It also supports the company to increase
consumer base, profitability, and revenue of the organization. It would also facilitate to
increase competition and make higher competitive benefits (Deshpande, 2015).
Personal Selling
Personal selling could lead the firm to directly meet their specified consumers and make a
marketing plan towards desire objectives and aim of Firm. Tesco could make design towards
the campaign promises as it would be imperative for accomplishing the campaign objectives
in the least time and cost. Advertisements sort could quite expensive and time-consuming
hence organization could use the personal selling method and make higher benefits
(Blakeman, 2018).
Public relations
It is the most effective approach for retaining their consumers and attracts new consumers by
considering a campaign. It is significant for the company to improve the performance of a
firm by promoting their campaign. It could be promoted by considering mass media with a
suitable message. The public relation is the best method for increasing the growth of the firm
in the least time and cost.
Direct marketing
Directing marketing could be a combination of the sales promotion and personal selling that
could be imperative for increasing the loyalty of consumers towards the consumers. It could
be an activity that leads to meet the objectives of Tesco in limited time and cost (Valos, et al.,

INTEGRATED MARKETING COMMUNICATIONS 6
2016). In addition, it is also examined that direct marketing could be imperative for
accomplishing gaining the understanding towards opinion and views of consumers with
respect to campaign promises. In addition, it is also examined that direct marketing could also
lead the organization to improve their financial situation and make a reliable decision. It will
directly influence the huge number of the consumer in the least time and cost (Koekemoer,
2014).
Channel choice
Media Mix
Promotion and marketing could be imperative for the firm with respect to endorse products
and services of the firm. Furthermore, the company could concentrate on promoting and
advertising for increasing awareness among specified consumers. It could be imperative for
retaining the workforces and attracts consumers with respect to the goods and services of
firms. Moreover, the media mix could facilitate firm to present their products in a unique way
and make a diverse image in the marketplace. Furthermore, the organization use the
marketing mix
Moreover, the company should combine their media mix as per the requirement and
consumer behavior with market trends (Munoz-Leiva, Porcu, and Barrio-García, 2015). In
addition, it is also examined that Tesco will use both traditional as well as a non-tradition
method to promote their campaign and make a reliable result. These are certain methods of a
traditional and non-traditional method that will be used by Tesco to promote their campaign
in the marketplace. It could also be effective for accomplishing goal and objectives of the
firm.
Non-traditional mediums
There are certain methods of Non-traditional mediums that could be considered as a non-
tradition medium in the firm named social media, email marketing, and website promotion.

INTEGRATED MARKETING COMMUNICATIONS 7
These methods could be practiced for accomplishing the aim and objectives of the firm. From
the application of the internet, the organization would be capable to easily promote their
campaign and get obtain the reliable result (Patti, et al., 2017).
Social media
Social media technology is an effective tool for endorsing the goods and services of the firm.
The organization could consider certain sources of social media to easily interact with huge
numbers of consumers at the same time. It could also allow the firm to understand each
consumer personally and comprehend how much they believe to pay for any particular
products and services. These sources are Facebook, Twitter, YouTube, Instagram, Gmail, and
Google. It could be imperative to make a reliable decision in the least time and cost. As a
result, Tesco will consider such sources to aids their consumers towards their campaign and
obtain a higher amount of profit (Šerić, Gil-Saura, and Ruiz-Molina, 2014).
Email marketing
Email marketing is another way that assists the organization to directly converse with their
potential consumers to their targeted consumers and make a reliable decision. Email
marketing strategy could be imperative for promoting the goods and services in the context of
new investment in influencing a huge number of consumers. It would also be effective for the
firm with respect to improving the market share and international and domestic marketplace
(Manser Payne, Peltier, and Barger, 2017).
Website promotion
The website promotion could also be imperative for increasing the consumers towards the
products and services of the firm. This method facilitates the firm to pool consumers on
company websites as compared to other media. Hence, it can be evaluated that the
organization should use this method and promote their camping in the least time. In addition,
the organization could determine their potential consumers for delivering their services in a

INTEGRATED MARKETING COMMUNICATIONS 8
systematic way. The appropriate selection of consumer for organization products and services
leads the firm to increase the sale of the organization (Lusch, and Vargo, 2014). In addition, it
is also evaluated that the organization could consider many sources of digital marketing to
promote the campaign and make a favorable decision. Moreover, the primary aim of this IMC
is to gain the consumers base, profitability, and revenuer that could be effective for
improving the performance of the organization. The digital mediums are practiced for
accomplishing the aim and objectives of the firm in the least time and make a favorable
decision in the context of the existing situation of the firm.
Traditional Mediums
It is assessed that traditional mediums are not used highly in current times. However, these
are beneficial as every medium has its own implication and target customers. Every market is
a combination of sundry customer segment and every segment of consumers needs to be
targeted via different promotional techniques. There are different traditional media such as
newspaper, magazines, radio, television and board hoardings. With the support of these
channels, Tesco would be competent to target the consumers who aged between 45-75 years
because their reliability extent is more towards the magazines, and newspapers as compared
to social media and other digital mediums (Chaudhary, Khan, and Ali, 2017).
Television and radio
Television views in the UK and other global marketplace are not much however, Tesco
segmented all types of customers and hence television would be prominent platforms to
endorse their products and services among a large number of customers. Television and radio
marketing is recognized as one of prominent technique as with the support of the target
audience, and creative content could be approached without difficulty and it also aids the
Tesco to build brand image between their mindsets that ultimately aid the company to obtain
favorable results (Šeric, Gil-Saura, and Ozretić-Došen, 2015).

INTEGRATED MARKETING COMMUNICATIONS 9
Creative content
Tesco can focus on different technique to assess the content of Tesco such as pre-testing and
post-testing. In addition, the company can pre-test the commercial campaign and material to
gain the demand of customers. Under this, Tesco would gather the depth data regarding the
products and services by entailing the marketing search method. It would lead to pool the
high amount of consumers in minimum time and expenses. Moreover, once the result of this
evaluation would be attained in the favor of Tesco then, the organization could be succeeding
in developing a distinct picture in the marketplace. After that, the company would conduct a
post-testing investigation that enables the firm to develop a reliable message and campaign
aspects that can directly affect the productivity of Tesco (Tsekouropoulos, Andreopoulou,
and Misso, 2015).
Recommendations and Conclusion
Tesco should improve their performance with the goal of obtaining competitive benefits. In
this way, it can be recommended that Tesco should expand their business operation in both
the domestic and international market. Tesco can also introduce the new products and
services with the intention of acquiring the market share and targets new customer segments
to improve the performance of the company (Fill and Turnbull, 2016).
As per the above discussion, it can be concluded that Tesco is one of the leading
supermarkets in the international and domestic market. It can be summarized that the
operation of a company could be enlarged in the different nation across the globe. The
organization has intended to initiate new products and services as per the different customer
segments in order to enhance their market share. Moreover, it can be concluded that
integration of communication strategy has been included to attain the objectives of
communication and helps to retain the existing, and potential customers and also aids to
endorse the new products and services.

INTEGRATED MARKETING COMMUNICATIONS 10
References
Andrews, J.C., and Shimp, T.A., 2017. Advertising, promotion, and other aspects of
integrated marketing communications. UK: Nelson Education.
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated
marketing communication perspective. UK: McGraw-Hill Education.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. USA: Rowman & Littlefield.
Chaudhary, A.H., Khan, M.A., and Ali, R.A., 2017. Effect of Integrated Marketing
Communications on Consumer Buying Decision of Internet Service (An Empirical Study of
Mobilink in Multan City). Journal of Research in Marketing, 8(1), pp.630-635.
Deshpande, S., 2015. Integrated Marketing Communications. Wiley Encyclopedia of
Management, pp.1-2.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences, and
participation. UK: Pearson.
Koekemoer, L., 2014. Marketing communication: An integrated approach. Juta.
Lusch, R.F., and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. UK: Routledge.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Manser Payne, E., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated
marketing communications, and consumer engagement: A research agenda. Journal of
Research in Interactive Marketing, 11(2), pp.185-197.
Munoz-Leiva, F., Porcu, L. and Barrio-García, S.D., 2015. Discovering prominent themes in
integrated marketing communication research from 1991 to 2012: a co-word analytic
approach. International Journal of Advertising, 34(4), pp.678-701.

INTEGRATED MARKETING COMMUNICATIONS 11
Patti, C.H., Hartley, S.W., van Dessel, M.M. and Baack, D.W., 2017. Improving integrated
marketing communications practices: A comparison of objectives and results. Journal of
Marketing Communications, 23(4), pp.351-370.
Šeric, M., Gil-Saura, I. and Ozretić-Došen, Đ., 2015. Insights on integrated marketing
communications: implementation and impact in hotel companies. International Journal of
Contemporary Hospitality Management, 27(5), pp.958-979.
Šerić, M., Gil-Saura, I. and Ruiz-Molina, M.E., 2014. How can integrated marketing
communications and advanced technology influence the creation of customer-based brand
equity? Evidence from the hospitality industry. International Journal of Hospitality
Management, 39, pp.144-156.
Tsekouropoulos, G., Andreopoulou, Z.S. and Misso, R., 2015. 5. Green business, Integrated
marketing communications and green marketing strategy for sustainability. GOingREEN. A
collaborative platform for the Excellences of Campania Region: A collaborative platform for
the Excellences of Campania Region, 1, p.123.
Valos, M.J., Haji Habibi, F., Casidy, R., Driesener, C.B. and Maplestone, V.L., 2016.
Exploring the integration of social media within integrated marketing communication
frameworks: Perspectives of services marketers. Marketing Intelligence & Planning, 34(1),
pp.19-40.