Role of Integrated Marketing Communications Tools - Assignment Example

Area 1: Role of IMC tools Overview of the Management Area IMC tool helps to develop interactive marketing, public relations and advertising by creating the required push for the new products. Using different IMC tools like Facebook, print media, and traditional media helps to spread awareness about the campaign (Arnold, 2005). The aim of IMC tools is to spread awareness and make more and more people aware about the brand. This looks to develop new ways and process to select the appropriate media mix and based on it proposes a mechanism through which message is passed. Observation on Article Observation Comments Challenges The biggest challenge here is to use the correct IMC tool so that the targeted audience can be communicated with the message. It is also imperative that the social media which is used spreads the correct message and doesn’t tarnish the brand image of the organization Opportunities To use the latest developments in the field of technology like Facebook along with traditional methods of marketing which will help to improve the brand image and spread awareness especially when the organization looks to work for a noble cause. Understanding the new media and the manner it relates to the targeted audience will help marketers pass on the correct message to the correct audience in the most effective manner Adherences/deviations from IMC concepts and principles Adherence: The use of IMC tools like traditional media and social tools will spread awareness and bring customers together for a noble cause Deviations: The objective of IMC tool is to build brand awareness by understanding the customer wants. This increases the risk as the use of the tool which is untested might not lead to the same result. Trends & future ramifications/ Likely outcomes & affects The article highlights the increased use of technology and growth of internet tools along with traditional method which has to be used in the future for advertising. Development of new tools will make the field of IMC for dynamic and interesting and will increase the opportunity of brand building through new and innovative methods Impact on industry/brand Using interactive and dynamic tool like social networking sites will help to target the correct segment of customers Help to focus customized marketing strategy for each strata and segment of the society Likelihood of development Use of technology will provide the opportunity to use new tools and will improve two way interactions between the company and the consumer thereby widening the role of consumers Development of new IMC tools will help to build the brand and ensure better reach to a large number of audience Conclusion Drawn The main objective of IMC tool is to attract the correct section of the society so that the message can be clearly communicated. The article uses contents as a method through which the brand is promoted by using the different IMC tools will help to generate better financial returns both in the short and long run. The role of IMC tools might change and look to promote the brand in a different method where customers are provided additional benefits through prizes. Despite the new developments the core objectives remains the same which is to spread awareness about the brand (Arnold, 2005). This will further help in the development of new IMC tools which facilitates an opportunity to spread brand awareness but care has to be taken to ensure that they are used wisely and doesn’t tarnish the brand image. Area 2: Setting Objectives Overview of the Management Area The role of setting objectives clearly are to ensure that the communication process becomes clearer and based on the objective the different IMC tools can be used. Determining the objectives helps to improve the brand awareness by focusing on the brand itself and looking to promote the brand. In addition to it the objectives look to target the correct audience through different tools and looks to pass on the same message from the different communication channel which is used to contact the customers (Bateman & Snell, 2004). This will help to improve penetration of the brand and will result in increase financials through an increase in revenues. Observation on Article Observation Comments Challenges The biggest challenge is to find out the strategic message which is to passed through the different IMC tool while looking to ensure that the brand image doesn’t gets diluted Opportunities Using different mediums and methods to pass on the message and spread awareness about the products Identifying the manner in which different segment of the customers can be tapped and message passed so that customers from all sections are attracted Adherences/deviations from IMC concepts and principles Adherence: Setting up the message which has to be communicated and then using the different tools to pass on the message Deviations: The objective of message is to build brand awareness by understanding the customer wants. This increases the risk because if the message is understood or lacks the required quality it will affect the brand image Trends & future ramifications/ Likely outcomes & affects The article shows setting up clear objectives and based on it using the different promotional methods through which awareness is spread Development of new methods to pass on the same message so that it creates a long lasting image on the customers Impact on industry/brand Setting objective will help the customers to remember the brand again and attract customers from different segment of the society Help to focus customized marketing strategy for each strata and segment of the society Likelihood of development Look towards the development of new promotional method which will help to clearly communicate the message and spread awareness about the brand Better strategies which is aimed to pass on the message clearly and effectively to the maximum possible audience possible Conclusion Drawn The main objective is to determine the message which has to be communicated so that the required tools which will help to deliver the message are correctly used. This will help to improve brand awareness and will directly have relevance on the short and long term profits (Bateman & Snell, 2004). The role of setting objectives might change and look to promote the brand through different methods. Despite the new developments the core objectives remains the same which is to spread awareness about the brand. This will further help in the development of new message that has to be communicated is wisely prepared and doesn’t have an effect on the brand image. Area 3: Investment Decisions Overview of the Management Area The role of determining the different investment decisions which have been taken should be based on the different objectives which are to be attained through the increased investments. The investment will be used to strengthen the brand image and create awareness about the product. The determination of the investment decisions are also influenced by the targeted customers whom the companies look to aim at (Ryan & Schmit, 2003). This is based on the fundamentals that the investment decisions are based on the bigger picture to improve sales. Observation on Article Observation Comments Challenges The biggest challenge is to determine the different investment decisions which will be taken because the outcome is not known but still the focus has to be on improving the brand image Opportunities Identify the different investment opportunities which will help to improve the brand image and provide an opportunity to grow the business Adherences/deviations from IMC concepts and principles Adherence: Determining the different directions and proportion in which the investments will be made and the benefits it is likely to provide Deviations: The objective of message is to build brand awareness by understanding the customer wants. This increases the risk because if the message is understood or lacks the required quality it will affect the brand image Trends & future ramifications/ Likely outcomes & affects The future trend shows more focus as organizations look to invest in the different directions wisely and ensure better returns based on it Finding areas which will improve the entire process of brand development and allocating funds based on it Impact on industry/brand Provide customers with a new and improved directives which provides better satisfaction and association with the brand Provides an opportunity through which organizations will focus on development through increased investment Likelihood of development Look towards the development of new products and promotional method which will increase the level of satisfaction and provide an opportunity to grow the business Conclusion Drawn The main objective is to decide the investment which is to be made in different directions and properly plan regarding the proportion of investment that will be made. While looking to do so gauging the profitability which is likely to occur through brand development and awareness is to ne notice. This will help to improve brand awareness and will directly have relevance on the short and long term profits (Ryan & Schmit, 2003). The role of investment decision might change and look to promote the brand through different methods. Despite the new developments the core objectives remains the same which is to spread awareness about the brand. This will further help in the development of new message that has to be communicated is wisely prepared and doesn’t have an effect on the brand image. Area 4: Message Strategy Decision Overview of the Management Area It is important to determine the message which has to be communicated and using the correct IMC tools to communicate it increases efficiency. The message that has to be communicated should be clear; and the party to whom the message is being sent should understand the same as intended by the sender. The final outcome will be measured when the receiver acts and determines the success of it. The overall strategy is thereby facilitated towards creating awareness and highlighting the positivity which the customers will be otherwise deprived off (Enright & Subramanian, 2008). This strategy will help the IMC tools to used most effectively and spread the knowledge about the brand Observation on Article Observation Comments Challenges The biggest challenge is to find out the strategic message which is to passed through the different IMC tool while looking to ensure that the brand image doesn’t gets diluted Opportunities Using different mediums and methods to pass on the message and spread awareness about the products Identifying the manner in which different segment of the customers can be tapped and message passed so that customers from all sections are attracted Adherences/deviations from IMC concepts and principles Adherence: Setting up the message which has to be communicated and then using the different tools to pass on the message Deviations: The objective of message is to build brand awareness by understanding the customer wants. This increases the risk because if the message is understood or lacks the required quality it will affect the brand image Trends & future ramifications/ Likely outcomes & affects Developing messages which catches the attention of the targeted audience and helps to bring a change in behaviour for which the message has been created Development of new methods to pass on the same message so that it creates a long lasting image on the customers Impact on industry/brand Clear messages have a long impact and remembering and associating with the brand becomes easy Likelihood of development Developing new ways through which messages can be spread as using characters which helps to understand the message better Better strategies which is aimed to pass on the message clearly and effectively to the maximum possible audience possible Conclusion Drawn The main objective is to determine the message which has to be communicated so that the required tools which will help to deliver the message are correctly used. This will help to improve brand awareness and will directly have relevance on the short and long term profits. The role of delivering the message might change and might result in the use of new ways to impart the required messages. Despite the new developments the core objectives remains the same which is to spread awareness about the brand. This will further help in the development of new message that has to be communicated is wisely prepared and doesn’t have an effect on the brand image. Area 5: Measuring the Effect of IMC Overview of the Management Area The he success of any campaign which is aimed at improving brand awareness or any other purpose will be successful only when the changes are witnessed in IMC. The increase in revenues or customer loyalty through tweets or viewership of different advertisements will determine the manner in which the IMC was successful in delivering the promised message (Anthony, 1998). This aspect looks to evaluate all the alternatives and based on it suggest some useful aspects which will determine the manner in which the IMC campaign was able to improve brand awareness. Observation on Article Observation Comments Challenges The biggest challenge is to determine the success of IMC as measuring it for a short duration of time might be false and also measuring it over a very long period might result fruitful results due to several other factors that the IMC campaign. This requires proper determination of the method through which ascertainment of the success of the campaign can be made Opportunities Determining the different methods which will help to find out the success of the IMC campaign Determining different strategies and developments which the organization has witnessed due to IMC Adherences/deviations from IMC concepts and principles Adherence: Determining the parameters based on which the success of IMC is measured Deviations: Using the method which aims at determining the success of the IMC might not give correct results as the success could be due to many other factors beside IMC Trends & future ramifications/ Likely outcomes & affects Development of new and better methods to gauge customer awareness and improving the overall efficiency based on it Development of new methods to methods which determine the time period and variables which will help to determine the success of IMC Impact on industry/brand Finding out ways to measure brand awareness which will thereby lead to customer loyalty and development of IMC tools to achieve better decisions Likelihood of development Look towards the development of new ways in which success of IMC can be measured through the development of brand awareness Conclusion Drawn The main objective is to find out the success of the IMC campaign and the appropriateness in the usage of IMC tools. This will be identified by the increase in the level of customer satisfaction towards the brand and growing customer loyalty. This will transform into increased business opportunities which will directly have an impact on the bottom line and ensure that the business grows. This will also help in the development of new methods to identify the success of IMC campaign but still raises concern about the manner in which the success is determined. This on the other hand could result in wrong calculation of the brand success and would provide wrong inputs which would thereby have an adverse on the brand (Cable & Judge, 2006). References Anthony, R. 1998. Management Control Function. 2nd Edition, Harvard Business School Press, Prentice Hall, UK Arnold, J. 2005. Work Psychology: Understanding human behaviour in the workplace 4th ed. Harlow: FT Prentice Hall. Bateman, T. & Snell, S. 2004. Management: The New Competitive Landscape. 6th Edition, McGraw Hill, New York Cable, D. & Judge, T. 2006. Person-organization fit, job choice decisions, and organizational entry. Organizational Behavior and Human Decision Processes, 67(3), 294–311 Enright, M. & Subramanian, V. 2008. An organising framework for MNC typologies. Business & Economics, 47 (6), 145-157 Ryan, A. & Schmit, M. 2003. Assessing organizational fit in employee selection. Paper presented at the 8th Annual Conference of the Society for Industrial & Organizational Psychology, San Francisco, CA Read More