Running Head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Integrated Marketing Communications
Introduction
"Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost" (Clow and Baack, 2004). XYZ, Inc. is launching a new hybrid technology vehicle, the Phantom, into the Canadian market. To manage and market this product correctly, XYZ must take advantage of an IMC program and specifically target the advertising, promotion, and integration components with a focus on consumers, cost, convenience, and communication. Additionally, an identification of the political, cultural, and social influences in relation to the marketing communication mix will be discussed.
Advertising
Advertising is an important component that incorporates a product's message, media, and audience. "Many appeals can be used, including those oriented toward fear, humor, sex, music, and logic. These should be conveyed by attractive, credible, likable, and authoritative sources. Advertising must reinforce or project a specific brand and firm image, which evolves out of the marketing plan at the center of the IMC process" (Clow and Baack, 2004).
Hybrid technology is fairly new and will need a resilient advertising campaign to set a proper foundation for those unfamiliar with the technology. XYZ's ad campaign can primarily use U.S. standards while remembering that Canadian cars are different from U.S. models because of the use of a different metric system. Cars are furnished with a speedometer reading in kilometers rat ...