The paper "Integrated Marketing Communications for Whitener Inc. Ltd’ s Veroxy" is a great example of a case study on marketing. Integrated marketing communication is a term used to describe the whole approach to marketing communication. Companies the world over are using this new marketing strategy as its main objective and the goal is to ensure consistency of marketing messages and the complementary media use. Integrated Marketing communication combines both the concepts of online and offline marketing channels (Belch, Belch, Kerr, & Powell, 2011, p. 458). In this regard, the online marketing strategies comprise all e-marketing techniques, campaigns or programs like search engine optimization, emails, pay-per-click, blogs, podcasts, micro-blogging and internet TV.
On the other hand, offline marketing involves the use of traditional methods of marketing like newspapers, magazines, mail orders, public relations, radio, and television. In essence, Integrated Marketing Communication is the integration of marketing tools, approaches, and resources within the business organization in order to maximize the company’ s marketing impact on consumer mind which eventually results into maximum profits at minimum costs (Belch, Belch, Kerr, & Powell, 2011, p. 459).
Integrated marketing Communication has the following benefits to the company: improvements in customer attitudes and behaviors that are a result of the enhanced and more consistent experience of brand value. The synergy and multiplier effects particularly on profitability form improvements in customer attitudes and behaviors. It also provides more effective and efficient media choices and mixes coupled with better deployment communication disciplines. The latter also results in enhanced evaluation and improved learning across the brand organization. This paper discusses various integrated marketing communication tools including the advertisement, direct marketing, personal selling, sales promotion, and public relations.
Using Whitener Inc. Ltd’ s Veroxy, the paper describes how a company can develop, incorporate and Integrate Marketing Communication as its marketing strategy. Whitener Inc. Ltd and Veroxy are a speculative company and product respectively. Veroxy is an imaginary toothpaste brand that Whitener Inc. Ltd wants to launch onto the market. Integrated Marketing Communication It is a way of viewing the entire marketing process from the customer’ s point of view or perspective. It can also be defined as the integration of the company’ s communication channels to effectively deliver a clear, consistent, and compelling marketing message about the organization together with its brands (Hunt, 2002, p.
48). Further, an integrated marketing communication strategy helps a result-oriented company to coordinate its marketing strategies to effectively communicate the company’ s corporate image and its brands to esteemed customers and other stakeholders.