Week 1 discussion promotional strategy

In chapters 1-3 of the Advertising, Promotion text, pick an IMC focus (there is one for each chapter), and tell me what your opinion is about the topic. Be sure to include some background on the issue or topic. They are based on the content of that chapter. Each discussion posting should be at least one page single spaced. That’s about four paragraphs. Be sure to cite any references that you may use. On another date of the same week, be sure to respond to two other posts. Pick two that were not on the same IMC focus. The response should be at least a few paragraphs in length.


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first 1 – DIscussion
Marketing Communications: the collection of all elements of a firm’s marketing mix that facilitate the sharing/exchange by establishing shared meaning with the firm’s consumers. The promotional mix refers to the different sets of activities involved within the promotion of a brand such as; rales promotions, public relations, direct marketing, advertising, social media marketing and/or personal selling. Through these steps and organization can set objectives, establish budgets, design programs, evaluate performance, and take corrective action. With the previously mentioned terms in perspective, we can have a better picture of what IMC is. The Integrated Marketing Communication (IMC) plays an important role in cross-channel synchronization. IMC has been defined as “an audience-driven business process of strategically managing stakeholders, content, channels, and results of brand communication programs (Elizabeth, Peltier and Barger, 2017).

According to Elizabeth, Peltier and Barger (2017), “Interactive” IMC emphasizes bringing together multiple consumer touchpoints, media and messages. The article adds that, this interaction, along with emerging technologies, offer marketers the opportunity to tailor how they communicate with consumers and in which forms. There were a couple of things/concepts that caught my attention while studying the chapter power point. One of these were the focus on the 5 key features of IMC. These five key elements are the necessary approaches to take, on a company’s intention to achieve synergy. In other words, Synergy is the integration of multiple communication tools and media, which yield more positive communication results than the tools used individually. According to Shimp (20130 the 5 Key features of IMC are;

Initiating with the customer or the prospect – This step requires media-neutral approach and move to identifying goals, ultimately to define and assign the right specific marketing budgets.
The utilization of any point of contact – A touch point is any time a potential customer or customer encounters your brand, before, during, or after they purchase something from you (Survey Monkey, 2020).
Speaking through one voice – Consistently deliver the same unified message across all media channels in all occasions.
Building Relationships – As an example, the promotion of long-term relationship between brand and customer, could potentially lead to customer retention.
Affect consumer behaviors – All the efforts previously mentioned should support the ultimate objective which is influencing people to action.
Integrated marketing communications is an approach to promoting a message through multiple strategies that work together and reinforce one another (The Balance, 2019). The article provided an example where it mentioned that a company may promote a new logo, slogan, or strategy through multiple media such as print, television, web, and social networks (The Balance, 2019). While each one of the approaches might be slightly different for the specific medium, they will all direct/make the audience to focus on the same message.

While the execution of IMC is essential for every organization which pursue success, there are some existing obstacles that challenge its execution. Some of these are; the amount of providers who have the necessary skills required to execute, which are very few only. Also, the mass media campaigns that are easier than direct to customers. In addition to the necessity of assurance on that all the necessary tools are being utilized for execution of the Integrated Marketing Communication process.

In addition, while reading the chapter 1 in the power point, I noticed that there are additional factors involved in the execution of the Integrated Marketing Communication and its effectiveness, such as the Marcom – Marketing Communication effective decisions. According to Mars (2020) Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts and can be described as all the messages and media you deploy to communicate with the market. The effective usage and strategy around this concept, by marketing and communication management will define the success in further activities including the IMC.

It is certain that the five key elements, the Synergy goal and the MarCom decision making, are all great tools that can benefit an organization, when the are utilized as described, without leaving any step aside, as they are all important. The great thing about IMC is, how it allows different strategies to work individually but come together as one, for an effective approach towards the desired goal.


Elizabeth, M. P., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated marketing communications and consumer engagement: An international journal. Journal of Research in Interactive Marketing, 11(2), 185-197. doi:http://dx.doi.org/10.1108/JRIM-08-2016-0091

Mars (2020) Retrieved from: https://learn.marsdd.com/article/what-is-marketing-communication-marcom/

Shimp, T. A. (2013). Advertising, Promotion and Other Aspects of Integrated Marketing Communications (9th ed.).

Survey Monkey (2020) Retrieved from: https://www.surveymonkey.com/mp/identify-customer-touchpoints/#:~:text=Touchpoint%20definition%3A%20A%20touchpoint%20is,they%20purchase%20something%20from%20you.

The Balance (2019) Retrieved from: https://www.thebalancesmb.com/integrated-marketing-communication-imc-2295501#:~:text=Integrated%20marketing%20communications%20is%20an,%2C%20web%2C%20and%20social%20networks.

second post:
Professor & Class,

The main function of marketing is to publicize the brand and the products, as well as to sow and reinforce its positioning (branding) (Finne & Grönroos, 2017). Said marketing actions are supported by advertising (in any medium aimed at the target), sales promotion (referring to offers and promotional campaigns for launching or inventory rotation), public relations (to reinforce the institutional image of the company) , direct marketing (mailing, direct messages via WhatsApp, LinkedIn, Facebook, etc.), personal sales (which occurs for example in a vehicle dealership), social networks, (currently one of the most widely used channels for market our brand), web presence (be in the first places within Google), etc (Finne & Grönroos, 2017).

A well-assembled strategy under the IMC scheme ensures that all communication channels and formats work aligned and together to get the most out of the message or the product or brand in question (Finne & Grönroos, 2017). It also makes the most of the available means of communication and obtains better results improves the economic results of the company generates a better work environment, and the company generates more credibility with its clients (Finne & Grönroos, 2017).

According to Kotler IMC is the concept under which a company integrates and coordinates its multiple communication channels to deliver a clear and consistent message with care (Seric, 2012).

This concept is expanded with the 4C of the IMC, when it is considered that the various communication marketing mix tools must be coordinated in the following ways (Seric, 2012):

Coherence: all marketing communications have to make sense together as a whole. Every message in a marketing communication mix should be part of the bigger picture. These messages must be related to each other, that is, in the end, all the communication must say the same thing or have the same meaning that the organization wants to convey.
Consistency: The messages that the customers receive through the company’s various promotional efforts should not be contradictory and all should follow the same line and purpose of communication.
Continuity: just as the coordination of communication tools and messages must be consistent, they must be kept in the customer’s mind. They must maintain a continuous sequence in all communication channels so as not to lose attention.
Complementarity: the sum of all the parts of the 4Cs must ensure that these are integrated and complemented with each other to ensure the success of integrated marketing communication in your company.

Finne, Å., & Grönroos, C. (2017). Communication-in-use: Customer-integrated marketing communication. European Journal of Marketing, 51(3), 445-463. doi:http://dx.doi.org/10.1108/EJM-08-2015-0553

Seric, M. (2012). Research on integrated marketing communications: A review. Cuadernos De Administración, 25(44) Retrieved from https://search.proquest.com/docview/1771597507?accountid=35796

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