The paper "Integrated Marketing Communications" is a perfect example of marketing coursework. Over the last few years, companies all over the world have embraced the art of mass marketing, which involves selling highly standardized products to masses of customers through integrated marketing communication. Integrated marketing communication involves determining who the target audience is and adjusting a well-coordinated promotional program to provoke the desired response from consumers. This desire by ensuring that the message is effectively conveyed to the targeted audience. By employing the various tools and frameworks of integrated marketing communication such as the AIDE framework, this paper seeks to provide an insightful and in-depth analysis of the process involved in effectively communicating the marketing message to the consumers in order to achieve the desired results.
By explaining the steps involved in message structure, marketing communicators can comprehend the communication process, identify the target audience, determine the desired response, design the appropriate message, choose media, use the appropriate sources and collect feedback. Critical integration of content Most of the time, marketing communications focus on getting around the image, immediate awareness, or preference in the target market.
However, this type of communication is not effective as it is not well received by the consumers (Shin, 2013). Marketers should, therefore, view communications as management of customer relationships over time, in the stages of selling, preselling, and consuming and post-consumption (Tuckwell, 2013). Due to the diversity of customer needs, communications programs have to be developed, and tailor-made for specific segments, individuals and niches (Shin, 2013). With new interactive technologies available, it is imperative for companies to find not only find ways to reach the consumers but also find ways of allowing customers to reach them. Nowadays, marketing managers are faced with new challenges as they strive to keep pace with the shifting trend in integrated marketing communication.
There are two primary aspects that have contributed to a change in marketing communications today. Firstly, the mass markets have fragmented, thus prompting markers to shift away from mass marketing and focusing on the development of targeted marketing programs, designed to cultivate closer relationships with the customers in the micro markets that are more defined (Ouwersloot, & Duncan, 2008). Another factor that leads to the shift from mass marketing is the vast advancements in information technology (Ouwersloot, & Duncan, 2008).
This has significantly influenced marketing communication toward segmented marketing. Today’ s advancements in information technology allow marketers to track closely customer needs by obtaining information about consumers at both individual and household level (Shin, 2013). New technologies provide new communication platforms for communicating with smaller customer segments through tailor-made messages. The changing face of marketing communication from mass marketing to segmented marketing has dramatically impacted the marketing communication process. Is a similar way the mass marketing led to the growth of mass media communication, the shift toward segmented marketing has given rise to a new generation of highly targeted and specialized communication efforts (Belch.
G & Belch, 2012). Due to the new communication environment, marketers have to rethink the roles of promotional mix tools and the various media used in communication. Although mass media marketing avenues such as television, newspapers, and magazines are still important, their significance has been on the decline. Mass market fragmentation has resulted in the development of media that is more focused on targeted markets.
For instance, statists show that three major television networks in the US (CBS, NBC and ABC) had a combined TV viewing audience of 82% in the year 1975 (Ouwersloot, & Duncan, 2008). As more cable and satellite broadcasters offered advertisers more alternative channels that could reach smaller market segments that are specialized, that number decreased to 35% in the year 1995. This figure is expected to fall even further (Ouwersloot, & Duncan, 2008). Similarly, traditional mass-market magazines have nowadays been replaced by thousands of special-interest magazines that reach a more targeted audience.
In addition to these specialized channels, marketers are utilizing technologies such as websites, social media, and online catalogs to reach their target audience (Tuckwell, 2013).
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