Learning Outcomes: Integrated Marketing Communications Stude

Learning Outcomesintegrated Marketing Communications Student Underst

Considering your new target market and any modifications, new product line extensions or new products you may have developed to serve the new target market needs, create your 'Big Idea" to be the basis of the message strategy for all your marketing communications. Marketing communications objectives. Write at least three marketing communications objectives using the AIDA framework discussed in the course content. Promotion mix. For each of the three marketing communications objectives written in number 2, discuss which of the promotion tools would be the best choice to reach each of the three marketing communications objective. One tool must be advertising (traditional or online). You may have more than one promotion mix tool for any given marketing communications objective. Media strategy. Discuss at least two of your media choices that you believe will best reach your target market with your advertising. Be specific with your choices, e.g., HGTV, Rehab Addict, because the product or service is targeting a do-it-yourself target market, or Home Depot website banner ads for the same target market. Or Morning TV National News, Good Morning America and The Today Show, 1st hour because your target market is educated urban workers. If using social media, discuss which social media and how they will be used to accomplish which objective. Be sure to follow all of the submission requirements outlined in the syllabus and provided below again for your easy reference: • Prepare as a word processed document (such as Microsoft Word). • Your assignment should be the equivalent of two pages of double-spaced text, approximately 1/2 page for each of the four questions. • Be sure your name, writing assignment number, and the name of your product or service are on the first page of your writing assignment. • Use a simple 12-point font such as Times New Roman. • Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts. • If the writing assignment requires external research, be sure to use footnotes and include a bibliography. You may use MLA or APA style, or any other college-level style guide.

Paper For Above instruction

Effective marketing communications are essential for positioning a product or service successfully within a target market. The creation of a cohesive and compelling message strategy begins with understanding the newly identified target market. For this purpose, the "Big Idea" serves as the foundational message that encapsulates the core value proposition tailored to resonate with this audience. This "Big Idea" guides all subsequent marketing communication efforts, ensuring consistency and clarity across various channels and tactics.

In defining the "Big Idea," it is crucial to consider the unique needs, preferences, and behaviors of the target demographic. For instance, if the new target market consists of environmentally conscious urban professionals, the "Big Idea" might emphasize sustainability, convenience, and modernity. Conversely, targeting do-it-yourself homeowners might focus on empowerment, cost-effectiveness, and ease of use. Once established, this central message will underpin the development of specific marketing communications objectives aligned with the AIDA (Attention, Interest, Desire, Action) framework.

Applying the AIDA framework, the first objective could be to "Increase awareness of the product among the target market," aiming to capture attention through visibility campaigns. A suitable promotion tool here would be online advertising, such as targeted social media ads or Google display ads, which can be precisely directed towards the demographic profile identified. These digital channels provide scalable reach and immediate engagement, making them ideal for initial awareness-building.

The second objective might be to "Generate interest and education about the product’s unique features," achieved through informative content marketing and sponsored posts on relevant platforms. Content marketing, including blogs, videos, and webinars, serves as a persuasive tool to deepen engagement and inform prospects about benefits and value. Targeted online articles or influencer collaborations on platforms like Instagram or YouTube can serve this purpose effectively.

The third objective could focus on "Stimulating desire and prompting action," such as encouraging trials or purchases. In this case, promotional offers, discounts, or limited-time deals communicated via email marketing or social media campaigns can create urgency. For instance, a well-timed Facebook promotional campaign integrated with retargeting strategies can reinforce the desire to purchase.

Regarding media choices, two specific options include social media platforms like Instagram and LinkedIn, which can be tailored to different segments within the target market. Instagram, with its visual focus, is effective for reaching a younger or visually-driven demographic, especially when utilizing stories, reels, and sponsored posts to showcase product benefits in an engaging manner. LinkedIn can be leveraged to target professionals and urban workers, offering sponsored content and direct messaging campaigns that build awareness and credibility.

Additionally, selecting traditional media such as morning television programs like Good Morning America or The Today Show may be effective for reaching an educated and urban demographic during their morning routines. These programs offer high reach and the opportunity for integrated sponsorship or product placement segments. For internet-based media, strategic banner advertising on relevant websites such as Home Depot or DIY blogs can complement social media efforts and target consumers actively seeking solutions or purchasing decisions.

The integration of digital and traditional media ensures a comprehensive approach to communication, maximizing reach and engagement across various audience segments. Social media platforms like Facebook and Instagram, combined with online display advertising and strategic TV placements, can create a multimedia campaign that effectively communicates the "Big Idea," fulfills the marketing objectives, and ultimately drives consumer behavior.

References

• Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
• Clow, K. E., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications. Pearson.
• Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson.
• Schultz, D. E., & Schulz, R. (2003). IMC: The Next Generation. McGraw-Hill.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Percy, L. (2014). Strategic Advertising Management. Oxford University Press.
• Belch, G. E., & Belch, M. A. (2020). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education.
• Armstrong, G., & Kotler, P. (2018). Marketing: An Introduction. Pearson.
• Hassan, S., & Craft, S. (2018). Social Media Marketing: Strategies for Engaging in Facebook, Twitter & LinkedIn. Routledge.
• Baines, P., Fill, C., & Page, K. (2013). Essentials of Marketing. Oxford University Press.