Essays on Integrated Marketing Communications Issues Case Study

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The paper "Integrated Marketing Communications Issues" is a great example of a Marketing Case Study. The objective of this advertisement was to capture the market niche by showing that they were together in ‘ black lives matter. ’ In addition, this was an approach devised by Pepsi as a marketing plan in updating and understanding the strategies and tactics used by their competitors in the market (Luxton et al. 2013). In this case, the targeted audience was African American during the intensive shooting of the blacks. The brand did not choose to be controversial but the marketing mix as the means by which Pepsi created what Š erić et al.

(2014) terms as awareness about their existing goods. On the effectiveness of the advertisement, we noted that on the one hand, Pepsi is now geared towards maximizing profits and satisfying its customers. Therefore creating this advertisement was effective since it invalidated the marketing mix which in the actual sense now concentrated on consumer satisfaction from rival companies such as Coca-Cola. Improving the ad would recognize that the output of Pepsi is never from selling the company’ s product only, but also from other sources such as re-investing in target niche.

Therefore I would develop a product advertisement that captures people’ s interest such as concerns about their health. Dolce and Gabbana Controversial Advertisement Dolce & Gabbana controversial ad Dolce & Gabbana apologies for a controversial ad To begin with, this is a case where Dolce and Gabbana are seeing a competitive business world which forces it to protect them at all cost in order to remain in the race. The objective of this advertisement is to drive competition and determine the level upon which profits are obtained in the world of business (Schlinke and Crain 2013).

The intended audience in the communication marketing advanced by the company was middle-age men and women following their brand. Basically, the company was concerned with the need to identify elements of a marketing plan with a view to analyzing problems and propose solutions. The choice of a controversial advertisement was to attract attention. Marketing situation analysis shows that Dolce and Gabbana face intense rivalry among different designers and this approach would help them penetrate different markets.

The advertisement was effective in creating what Yang et al. (2013) terms as ‘ marketing orientation’ in dealing with competition from other companies. Improving this advertisement would begin by keeping the confidentiality of the industry, avoid predictability by other competitors. The company needs to determine the specific needs and wants of its customers so as to satisfy them more effectively than their competitors. Stage 2: Award-Winning Regarding the argument on whether the campaign affected consumer behavior in a sustainable way, the approach of the campaign is one-fold. According to Killian and McManus (2015), the campaign creates an understanding of personality, consumer demographics, psychographics and decision making processes while buying or using a given product.

While studies note that researchers have noted that consumer behavior issues are dynamic and complex and there understanding requires ways in which producers or manufacturers use them in persuading consumers to use their product (Shen and Bissell 2013), the campaign has positioned the product for the market where there is sound understanding of the consumer behavior to the long term success of their marketing program.

Secondly, the campaign emphasizes the product’ s toughness. That is, it is also a concept of marketing that stresses on consumer needs and wants, integrating marketing and targeting market selection. This approach does not only affect consumer behavior in a sustainable way but a case where the campaign seeks to understand consumer behavior issues thus providing strong consumer value.


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