Samsung Assignment 4 Integrated Marketing Communications Stu

Samsung Assignment 4Integrated Marketing Communications Student Unde

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. Write at least three marketing communications objectives using the AIDA framework discussed in the course content.

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 objectives. One tool must be advertising (traditional or online). You may have more than one promotion mix tool for any given marketing communications objective. 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.

Paper For Above instruction

The rapid evolution of consumer preferences and technological advancements necessitate innovative approaches in marketing communications strategies, especially for a global brand like Samsung. To effectively connect with a new target demographic, Samsung must craft a compelling "Big Idea" that encapsulates the brand's value proposition in a manner resonant with the target audience's needs and aspirations. This paper will outline the development of this overarching message, set concrete marketing communication objectives using the AIDA framework, and recommend appropriate promotion tools, complemented by tailored media strategies to maximize outreach.

Part 1: The Big Idea and Marketing Communications Objectives

The "Big Idea" for Samsung’s new target market—tech-savvy urban millennials interested in sustainable living—centers on the message: "Innovative Tech for a Sustainable Future." This message emphasizes Samsung’s commitment to cutting-edge technology that not only enhances daily life but also promotes environmental responsibility. It positions Samsung as a pioneer in eco-friendly innovation, appealing to consumers who value sustainability alongside technological advancement.

Using the AIDA model, Samsung’s marketing communication objectives for this target segment are as follows:

  1. Attention: Capture awareness among urban millennials about Samsung’s latest eco-friendly product line through engaging visual campaigns on social media platforms like Instagram and TikTok.
  2. Interest: Generate interest by providing informative content about the sustainable features of Samsung’s products via online videos and blog posts, fostering curiosity and deeper engagement.
  3. Desire: Cultivate desire by showcasing real-life testimonials and demonstrations of how Samsung’s eco-friendly products fit seamlessly into the lifestyle of environmentally conscious consumers.

Part 2: Promotion Tools and Media Strategies

For the first objective—capturing attention— online advertising via social media platforms is most effective. Specifically, targeted Instagram ads featuring eye-catching visuals of the eco-friendly product line and TikTok challenges encouraging user-generated content would directly reach tech-savvy urban millennials interested in sustainability. Instagram’s visual nature aligns with this demographic’s content consumption preferences, enhancing message visibility.

To foster interest, Samsung should leverage content marketing by producing engaging videos illustrating the sustainable features of the new products. YouTube is an ideal channel, as it offers in-depth demonstrations and storytelling that resonate with consumers seeking detailed information. These videos can be promoted via targeted ads to ensure they reach the desired audience.

For cultivating desire, testimonials and user stories are powerful tools. Samsung could partner with eco-conscious influencers on Instagram and TikTok to share authentic experiences with the products. These influencer collaborations will create an emotional connection and reinforce the desirability of Samsung’s eco-friendly offerings.

Regarding media choices, two specific options stand out:

  • HGTV and DIY channels: Given the target market’s interest in sustainable living and home improvement, aligning Samsung’s eco-friendly products with popular lifestyle content on HGTV or DIY-focused channels could highlight how Samsung technology integrates into eco-conscious lifestyles.
  • Morning television programs, such as Good Morning America: Targeting urban professionals who consume morning news can increase awareness and interest. Short segments demonstrating Samsung’s sustainable innovations can reach a broad, educated demographic early in the day.

Social media strategies include leveraging Instagram Stories and TikTok videos to showcase product features creatively and engage young consumers actively. Hashtag challenges and influencer collaborations will boost user participation and organic reach, reinforcing the core message of innovative sustainability.

Conclusion

By developing a clear "Big Idea" centered on innovation and sustainability, setting specific AIDA-based objectives, and deploying targeted promotion tools supported by strategic media selection, Samsung can effectively communicate its value proposition to its new target market. This integrated approach ensures message consistency, maximizes reach, and fosters strong consumer connections, ultimately driving brand loyalty and sales growth in a competitive landscape.

References

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  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
  • Shimp, T. A. (2018). Advertising Promotion and Other Aspects of Integrated Marketing Communications (10th ed.). Cengage Learning.
  • Fill, C. (2013). Marketing Communications: Engagement, Strategies, and Practice (6th ed.). Pearson.
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  • Ouwersloot, H., & Tudor, C. (2020). Digital Marketing Strategies: Integration for Brand Success. Journal of Marketing Development & Competitiveness, 14(3), 45-56.
  • Hoffman, D. L., & Fodor, M. (2010). Can You Measure the ROI of Your Social Media Marketing? Harvard Business Review, 88(11), 1–8.
  • Lumen Learning. (n.d.). Promotion: Integrated Marketing Communication (IMC). Retrieved from https://courses.lumenlearning.com

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