Campaign Analysis on IMC campaigns



Campaign Analysis on IMC campaigns

Introduction

It is quite evident to say that global recession has enforced the businesses and their marketing teams to come up with new marketing strategies and to find out a target market which includes a large pool of potential customers. Businesses have adopted many new techniques and strategies to fulfill this objective (Blakeman, 2007). Businesses have often experienced that integrated marketing communications play an essential role in creating the business's goodwill, sales and revenue, as it is an approach that enables all the other key factors involved in marketing for example advertising, online communications and social media etc, to work together (www.oeconomica.uab.ro).

There are many examples of businesses that incorporate the use of Integrated Marketing Communications in their strategies for example HP's campaign which ensured their core objective “The Computer is Personal Again”. This campaign assisted HP, in regaining their market share which was lost due to competition, as this campaign caused positive awareness for HP since it demonstrated their core values very well. Similarly, Monster.com's campaign utilized the tool of Integrated Marketing Communications very effectively. The campaign highlighted their main aims and objectives of providing assistance to people in finding good employment opportunities and careers and by acting as a bridge between the employer and employees. Another great use of Integrated Marketing Communications was in The Australian Better Health Initiative (ABHI). This campaign aims to cater the growing problem of obesity, as obesity has become a very common and major problem. ABHI is a government program that tends to work towards the betterment of the society by eliminating obesity and utilizes Integrated Marketing Communications tools, to spread their message to a larger group of people.

Discussion

Explain why you chose the three Integrated Marketing Communications campaigns

These three campaigns provide a broad overview and identify the main objectives and benefits of the utilization of the tools of Integrated Marketing Communications by a business. These reason why these three campaigns are chosen because all these campaigns are very diversified and distinctive from each other. HP deals with technology and operates in the primary and secondary sector where as Monster.com and The Australian Better Health Initiative (ABHI), deal in the tertiary sector.

The choice of these three campaigns will outline the benefits of the application of the tools of Integrated Marketing Communications in the primary, secondary and tertiary sector of the market. These three campaigns will also explain that how Integrated Marketing Communications can be used for different aims and objectives for example, HP campaigns maid objective was to increase its sales revenue and profit margin and to create awareness about their products in the markets where they do not possess much target share.

On the contrary Monster.com and ABHI both operate in different sector as Monster.com operates in the private sector and ABHI operates in the public sector but share the same objective, which is to provide services to the general public. Selection of these three campaigns will cover various factors associated with Integrated Marketing Communications, as ...