Integrated Advertising Intergrated Marketing Communication

Question: Discuss about the Integrated Advertising for Intergrated Marketing Communication. Answer: Introduction Marketing communication is a very inherent variable that many businesspeople use in delivering information to the consumer on certain products. A suitable communication channel should be in line with the companys demand and expectations as well as the targeted market. Marketing communication of the company should be liable to the firm and at the same time reach the target consumers conveniently, directly and precisely. A business firm dealing in products that mostly appeal to the youth should indulge the use of adverts that are appealing to the youth and use the language that the targeted consumers can best understand. Such communication pattern has a great positive impact on the sales volume of the company by attracting more buyers to the companys market. In this paper, the group chose the use of television programs for advertisement since it was the most convenient for they target market that mainly consists of youths between the ages of 21years to 25years. Use of television to communicate to consumers Use of television in advertising is one of the most convenient ways a fashion company can employ in its promotional plans. Let the business be Rich Wears Fashions. Involving the use of television is the best way the marketing manager considered since in television programs, there are shows that suit every member of the family irrespective of age. According to Ron Sachar, over eleven existence television stations spend about 16% of their entire time on tune-ins and advertisements, which are previews or parts for their own shows. There is also a steady increase in the number of consumers using television stations thereby making it the best alternative available for ant y business(Shachar). For a company dealing in products that need to be the demonstration is sold to the before it to the consumer before use, television advertisement becomes the best any company can use in promoting its sales ( Chen,Pg 22, 2005). Digital marketing With improvement in technology solution search as a social site can be used to market the products as its cheap and can cover a wide area through better search services. WE are going to use Facebook pages, twitter and Google plus. Sponsored ads will be used in promoting our products. This will have a huge impact towards gaining more customers .Traffic will also be important to our site as it can be used to earn revenue through Google AdSense. Development of an Integrated Marketing Communication program Expanding communication Every company has an aim of expanding its communication system is through diversification of the advertising pattern to an extent where the adverts can reach a large number of people at once. The company should therefore ensure certain aspects are put in place and also invest more funds on the capital control market. Efficiency of any adverts depends on the content and the time taken to air them in the televisions. The best method a company can use to expand on its communication system with the clients is by increasing the number of times and the intervals that an advert is aired. An advert that contains various fashion products for the youths should be aired during entertainment shows involving new musicians who are considered the most current by the new generation. Moreover, the adverts should have current generation music incorporated in the background to help create more emphasis on the product in question. For instance, if the company feels there is need to convince more youth i nto buying their fashion products, the advert should have exclusive young celebs whom many youths consider to be their role models. In a case where there is a need for a new market, then the business can bring in a new form of the advert, even if it is the same product being advertised. Using television video clips as a form of advertising, a business should ensure that most of its potential clients are informed on the extraordinary ability of their product in comparison with other products in the market. An example is the selling of tight fitting trousers for the young generation. It would be prudent for the organization to spend much in delivering insufficient information that will be effective in the long run than advertising insufficiently in a manner that will not impact directly on sales. As a company targeting the youth, Rich Wears should always ensure that between T.V programs adverts are run appropriately and timely so as to avoid paying for services that have no effect on their sales volume (Clow et al, Page 33,2005). To ensure that consumer communication is achieved, the business must maximize the use of time and precision in its advertisements. It is through expansion of communication channels that the effect of the advert in question can be felt significantly. Creations of varied versions of the advert To avoid monotony in repetition of the same advert all day long, the business needs to create differentiated but similar adverts on the same product. For instance, if it is an advert that aims at promoting the sale of trench coats for men, then the business needs to direct the producers to create four adverts a day, all of which have different designs. Through use of a variety, the consumers are able to feel the advert even more and understand how smart different celebrities look in Rich Wears commodities. The business can also use of the trending celebrities to communicate the idea of the new fashion in the market. This would increase the effect of communicating to the consumer since using a musician, actor or comedian who is a darling to the target market would increase the chances of the consumers believing the product is very awesome, even if it is not. Celebrity advertisement has played a major role in winning the consumers trust since most consumers have the notion that their celebrity or role model is ever right. The advert producers can also create a written version of the advert which will appear as a toolbar even if another program is playing. This would catch the attention of the youth even if they are not in the mood to watch other programs. It would be of great impact if a consumer sees an advert moving around the screen as another program goes on. An example of such a text advert can be, Gucci, the home of fashion. Such words should then be followed by a phone number and location of the business premises such as street, zip code, building and floor. From this the business can effectively achieve the desired customer trust thus increasing its sales levels even by a tripled value (Shimp eat al,pg. 55,2007). Another version of the advert that the business can adopt and implement is the use of pictures to market its products to the target consumers. The graphic designers can be instructed to create PowerPoint gallery that contains the businesss best and latest outfits accompanied with music in the background. The graphics might also include the building and location of the business premises so that the consumers feel the effect and complexity of the advert. From this version, the target consumers who were not able to read the footnotes can be able to clearly distinguish the new arrivals in fashion and compare them to those of other firms. Prices should also be included to make sure the consumers feel extremely comfortable with the orders that they make. By using reasonable pricing and aggressive product promotion, Rich Wears can greatly achieve their desired sales volume and also increase the level of consumer trust in their fashion products. Target market Rich Wears identified its target market as the youths between the ages of 21years to 25years old. One of the best-selling techniques that the marketing manager believes that the success of marketing starts in knowing the market target. By knowing the specific age group that the fashion products targeted, the advertising department is able to create adverts that only appeal to the targeted market. These adverts are then aired on television programs despite the effect on other consumers. How to monitor, evaluate and control the program The main objective of the advert is to impress the targeted buyers and not everyone in the society. After identifying the market, the manager should select the best language to use in communicating to the consumers. In this case, Rich Wears should develop languages that are simple to use and understand by the youths it targets. Simple languages like slangs can best be used when communicating with the age bracket of 21-25 years since it is the best they can understand without having to strain much. Nonetheless the company should buy to the opinion that speaking with one in a language they understand will highly impact on the new sales after the advertisement. In the business, the manager should believe in the notion that the main aim of the business is to make profit (Shimp eat al, 67, 2013). Establishment and allocation of the promotional budget Through identification of the target market, the business firm can make precise adverts without having to show any aspect of ambiguity. Thus by having the budget steered to television and digital marketing will ensure that one is able to get return on investment as it will cover a huge geographical location. The advertisement plan may also be used over and over again since as most customers age, more come to reach the age that Rich Wears prefers as it consumers and business goes a usual. Market segmentation can also be used by Rich Wears to identify its market thus promote ultimate increase in sales volume (Kincade, Pg. 60,2010). Market segmentation refers to differentiating of different market groups based on factors as age, culture and geographical position. Rich wears carries out segmentation based on not only age, but also the population structure in the target region. In this particular case, the segmentation was done based on the population of the youth in the region that was targeted by the marketing department. Moreover, the segmentation enabled the business to ensure it deals with the right group that will ensure maximum profitability of the fashion and design products. The management also chose the target group because the region has a higher population of females compared to males. The manager realized that females were more sensitive to changes in fashion compared to males thus making the right choice in selecting a specific region for cosmetics and other ladies wear. Medium of communication The business decided to choose T.V adverts as the best medium of communication. Furthermore, this was the most effective medium that could reach many people within the shortest time possible. The advertising and marketing department contacted various celebrities who could be used to make the advert not only entertaining but also appealing. It was from this level that the recording was done and edited to suit the business demands as well as the celebritys demands. The videos, writings, image galleries and presentations were then sent to the T.V stations and payment made for the adverts to be aired. The most convenient time for airing the adverts was agreed to be between entertainment programs as most youths would be watching T.V at that particular time. The adverts were also aired during News sessions since the television company and Rich Wears both believed that most youths stay glued to their T.Vs at such times. The videos containing the adverts were played when the news anchors wer e on commercial breaks thus enabling the viewers to get the full information about Rich Wears business. Since Digital T.V channel that was used by Rich Wears believes individuals may differ in their shows and unobserved preferences, thus diversified in all areas of concern. The T.Vs program manager made an observation the most viewers have specific preferences over various types of shows. For instance, some individuals may like to watch music videos, comedies, while others prefer dramas. This prompted Rich wears to call for the program set up from the program managers. The program schedule was as follows and Rich wears fixed its adverts as shown in the table below: PROGRAM/TIME 1700-1750HRS 1755-1830HRS 1830-1900HRS 1900-2000HRS 2000-2100HRS MONDAY THE HUNGDOWN CROSSING BORDERS ULTIMATE MUSIC NEWS COMEDY TUESDAY THE DRAMA TEENS TALK POWER MUSIC NEWS BULLEING MOVIE WEDNESDAY THE MISTRESS CROSSING BORDERS POWER MUSIC NEWS MOVIE THURSDAY THE MISTRESS CROSSING BORDERS ULTIMATE MUSIC NEWS ULTIMATE MUSIC FRIDAY CROSSING BORDERS POWER MUSIC ULTIMATE MUSIC NEWS From the table of programs above, it is evident that most programs that are watched by the youths begin at 1700hrs hence other programs are conspicuously missing from the table. This is because most adverts by Rich Wears were played at the times indicated above. The effect of playing the advert clips at the times above was profitable to both the T.V station and the business (Hope eta al ,Pg 45, 2011). Geographical area The media choice made by Rich wears is geographically universal since Digital T.V is watched countrywide. This was the right choice since most viewers are from the location where the business premise operates. Geographical segmentation was important to the business since its proximity to consumers was highly guaranteed. The target market chosen helps ensure the continuity of the business since the geographical area chosen had the highest number of youths in the whole country. Recommendations From the rate at which the sales for Rich Wears shot to the skies, it is evident that the communication channel the marketing manager chose significantly influenced the consumer. Most consumers who came to buy cosmetics and clothes told the analysts that they had seen the adverts on T.V thus prompting them to come for various fashion products from Real Wears Stores. This positive feedback from the target consumers clearly shows how effective the communication channel was. Most viewers also commented on the clarity and precision of the information they received from the T.V station. Nonetheless, most consumers brought with them friends and relatives thus enabling Rich Wears to achieve its financial goals that particular financial period (Harte, Pg 45, 2010). Conclusion In conclusion, it is noticeable that the communication pattern that Rich Wears management chose has effectively worked towards enabling the business achieves its goals and thrives. Through the adverts made on the T.V station, the business is able to convince customers into buying their products. Communication is, therefore, a primary factor in determining the rate at which a business succeeds in its sales and supplies. Through the various adverts that the business made on the T.V station, it achieved customer trust and goodwill through availing just what it had advertised. Choosing a target market is also a crucial factor in determining the level of productivity of a business as it helps the business raise its sales. References Chen, Jie.The Impact of Intergrated Marketing Communication on Consumer-based Brand Equity: A Case of Wal-Mart China. Sheffield: University of Sheffield, 2005. Clow, Kenneth E., and Donald Baack.Integrated Advertising, Promotion Market Communications. Upper Saddle River, NJ: Pearson Prentice Hall, 2004. Harte, Lawrence. Advanced TV Advertising. Fuquay-Varina, NC: Athos Pub., 2011. Hope, Cathy, Donald Baack, Amanda Broderick, Jim Blythe, Kenneth E. Clow, Chris Fill, David Pickton, Dennis L. Wilcox, and William Wells.Introduction to Professional Communication. Frenchs Forest, Sydney: Pearson, 2010. Kincade, Doris H., and Fay Y. Gibson. Merchandising of Fashion Products. Upper Saddle River, NJ: Prentice Hall, 2010. Shimp, Terence A.Advertising, Promotion and Supplemental Aspects of Intergrated Marked Communications. 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