INTEGRATED MARKETING COMMUNICATION

Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy

Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy

Discuss the company's advertising strategy and how it aligns with its marketing goals.

The integrated marketing communications (IMC) is a concept that combines all the ways and means of communication into a single complex such as advertising, Personal Relation, personal selling, sales promotion, channels internet marketing, complex direct marketing. Marketing allows the Elegance Interior Furniture Designers to promote, target audiences, behaviors to achieve its own objectives such as market share, brand loyalty etc. 

The company aims to get recognition in a short period of time; therefore, they need to focus more on the Above the Line (ATL) activities. The areas of the marketing mix would incorporate the integrated communication strategies in the holistic approaches (Yao, 1997).

The integrated marketing communication mediums would be divided into ATL (Above the line) and BTL (Below the line) Activities.

ATL (Above the line)

Print (News Papers & magazines)

Electronic (Television, Internet and Radio)

Out of Home Media (Billboards)

BTL (Below the Line Activities)

Public Relations (Endorsements and Events)

Exhibitions

Trait Shows

Elegance Interior Furniture Designers Advertising Strategy

The advertising strategies of the Elegance Interior Furniture Designers would be based on themes. Since their target markets are residential people therefore; more focus would be on the family orientation, love, care, and affection. The mediums of advertising would be more emphasized on print and electronic. The current target markets are families with an income level of $200,000. The life styles of these families are very much cultural and relations oriented.

Discuss how the effectiveness of the advertising will be measured.

The effectiveness of the TV and print advertising can be evaluated in different ways like television ratings, feedback and surveys of the customers. Web advertisements are the easiest of the other advertising mediums to measure. They have automated tracking. Web-site managers can collect information which is specific and statistical regarding the prospective customers and their purchasing habits. The advertisement on social networking websites can also be easily measured as the company will know how many times people have clicked on their advertisement (Rao, 1996). Other advertising measurement can be done through the following:

Clicks on the website or page

Newsletter subscriptions

File downloads

Completed transactions in your e-shop

Submitted contact forms

The advertising themes would be based on the affection, love and family orientations. Further there are many promotional strategies which can be taken into consideration for achieving publicity in few months.

Discuss the promotional strategies that may be used in addition to advertising.

For online advertising, social media marketing website are ideal. Collaboration with Yahoo and Google would also be the suitable idea. The sample designs can be placed on Facebook, Twitters and LinkedIn, which would easily attract customers.

Publicizing about the company and products is a cost-effective and a reliable way of promoting the product and attracting customers. The majorly used promotional techniques are sponsorships, press releases and endorsements. Sponsorships and endorsements include sponsoring a banquet, local team, seminar or event, getting involved with a society or organization' events by donations or volunteering (Gronstedt, ...