Assessing how a company employs integrated marketing communications
Imagine a large organisation with a large marketing strategy focussed only on public relations and television advertising. How much of an audience might this organisation lose without incorporating social media?
Today's organisations must have a strategy for integrating various marketing communication channels in order to increase visibility and, therefore, build a relationship with a larger customer base.
To prepare for this Key Concept Exercise:
Read the Required Learning Resources for Week 1.
Reflect on the purpose and role of integrated marketing communications for organisations.
Consider the value of integrated marketing communications to different types of organisations.
Undertake some desk research
In an approximately 500-word response, address the following issues:
Identify an organisation of your choice.
Describe the promotional and advertising elements that your chosen organisation uses to reach its audience.
Discuss how the activities that you identified above contribute towards a coordinated and integrated message for customers.
When writing your responses, you should synthesise the theory with real-world experience. Also, use examples of the theories in action in a real organisation about which you have read or one in which you have worked.