Portfolio Activity Unit 6

A. Why are integrated marketing communication plans so important to marketers?
According to Belch (2013), integrated marketing is seen as “an approach to creating a

unified and seamless experience for consumers to interact with the brand/enterprise; it
attempts to meld all aspects of marketing communication such as advertising, sales
promotion, public relations, direct marketing, and social media, through their respective
mix of tactics, methods, channels, media, and activities, so that all work together as a
unified force.”
Builds Brand Recognition and Trust;
If a brand is able to reach its intended consumer multiple times, across various channels,
they begin to resonate with its audience. Using more channels to communicate increases
the number of people a company is able to reach. Having an awareness of integrated
marketing communications allows a company to create a multi-pronged marketing
campaign that targets wider audiences. In an integrated campaign, the different tools
feature the same creative treatment. By repeating the headlines, key phrases and images
in each communication, you ensure that prospects and customers receive consistent
messages each time they see one of the elements of the campaign. Using the same images
and adapting the same copy for different media, you reduce copy-writing, design and
photography and video costs.
B. What are the benefits and challenges of implementing an IMC?
Although Integrated Marketing Communications requires a lot of effort it, delivers many
benefits. It can create competitive advantage, boost sales and profits, while saving money,
time and stress. IMC wraps communications around customers and helps them move
through the various stages of the buying process. The organization simultaneously
consolidates its image, develops a dialogue and nurtures its relationship with customers.
IMC increases profits through increased effectiveness. At its most basic level, a unified
message has more impact than a disjointed myriad of messages. IMC saves money as it
eliminates duplication in areas such as graphics and photography since they can be shared
and used in say, advertising, exhibitions and sales literature.
Across the globe, there is continuity in market deregulation and emergence of

individualized segmentation of consumer tastes and preferences. So, IMC being not an
easy process has to face internal as well as external challenges which include:
A shift in market place power from manufacturer to wholesaler to retailer/shift in channel
power. A movement away from relying on advertising focused approach. Rapid growth of
data base marketing. Change in the way the advertising agencies compensated. Growing
competition in relationship marketing. Change from mere information delivery to value
delivery. Desire for greater accountability.
C. Identify a primary benefit of advertising online
Online advertising is the promoting or marketing of messages to consumers using the
internet. Online ads can be found on platforms such as Facebook, Instagram, Google,
individual online sites, and more.
Online advertising can put ads where a business owner's target market spends its time.
Search engine ads target specific types of websites where consumers might be. For
example, a dog sitter who places a search engine ad could find their ad on pet supply and
pet food websites or pet rescue websites.
Many small-business owners can't afford huge magazine layouts that function as a shotgun
approach to advertising. When every dollar count, online advertising allows business
owners to set a specific budget over time. Some platforms allow advertisers to spend as
little as $5 per day to test a campaign.
D. major advertising decisions For Akamu
In order to properly promote the sale of Akamu to the level of becoming a lead product,
Marketing managers of the company must make four important decisions when
developing an advertising program for the beverage:
1. Advertising Objectives: The first step is to set advertising objectives. These objectives
should be based on past decisions about target market, positioning and marketing mix,
which define the job that advertising must do in the total marketing program advertising is
a specific communication task to be accomplished with a specific target during a specific
period of time.
2. Setting Advertising Budget: After determining its advertising objectives the company
next sets its advertising budget for Akamu beverage.
3. Developing Advertising Strategy: Advertising strategy consists of two major elements:
A) Creating advertising message
B) Selecting advertising media
4. Evaluating Advertising Campaign: It is the last step in major decision of advertising. In

this stage evaluate the message of advertising.
REFERENCES
Public Relations, Social Media, and Sponsorships. (2010). Principles of Marketing. M. Libraries
Publishing
Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated marketing
communications perspective (6th ed.). New York: McGraw-Hill/Irwin.
Pinegard, Grace (2018). What is IMC? A Beginner's Guide to Integrated Marketing

Communications. G2. Retrieved from: https://learn.g2.com/integrated-marketing-
communications
IMC – Benefits and Challenges; https://relivingmbadays.wordpress.com/2013/06/02/imc-
benefits-and-challenges

Portfolio Activity Unit 6

Uploaded by

Copyright:

Available Formats

Portfolio Activity Unit 6

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Portfolio Activity Unit 6

Uploaded by

Copyright:

Available Formats

A. Why are integrated marketing communication plans so important to marketers?

According to Belch (2013), integrated marketing is seen as “an approach to creating a

B. What are the benefits and challenges of implementing an IMC?

Across the globe, there is continuity in market deregulation and emergence of

D. major advertising decisions For Akamu

4. Evaluating Advertising Campaign: It is the last step in major decision of advertising. In

Pinegard, Grace (2018). What is IMC? A Beginner's Guide to Integrated Marketing

You might also like