MARKETING

Marketing Communication

Marketing Communication

Introduction

This coursework assessment includes two parts. The writing assignment consists of four questions related to the discipline of Integrated Marketing Communication. The techniques and skills require managing multifaceted culture in the context of communication industry. Consumerism is moving towards the modern modes of communication. Media engagement, digital communication, and strategic brand development are buildings blocks for this area of study. Each question develops further understanding for Integrated Marketing Communication (IMC) manager. The preamble further develops knowledge about internal, external campaigns, and the process of communication plans.

Question 1

In today's environment more people are watching TV via their mobile devices than the traditional method. What opportunities and threats can you foresee for IMC managers in the future and what types on media do you see being the most successful?

The integrated marketing communication is the discipline of marketing management. The question holds the focal point to understand the advertising, promotion, and marketing process in a business organization. The art of mass marketing changes from the past decade. The concept of focused marketing and closer relationship building urges consumers to watch television through integrated devices rather than traditional method (Garfield, 2007, pp. 12). The communication of customers and companies changes with the more fertile landscape of new marketing communications. The age of information witnesses spawning host of new communication tools for promoting products and services. The role of integrate marketing communication; IMC managers need to assess the strengths and weaknesses for such type of media. The interaction of companies with new exciting media tools creates holistic interaction. The cell phones, cable television system, digital video recorders (DVRs), iPods, and the Internet provide control over the timing and nature of messages to the consumers.

IMC managers are concerned towards the creation of explosive developments and segmented marketing in the world of information and communication. The birth of new marketing communication model brings threats and opportunities to them. The dominance of magazines, television, and other mass media tools are exponentially declining. The personalization of messages for the smaller and niche segments of the customers raises the bar for marketers and brand managers for their product positioning. Internet catalogs, podcasts, emails, video on demand (VOD), and other media communication tools are adding value for the integrated marketing communication. The critical question arises that are people prone to receive messages on their TV or relying on mobile devices? Television is becoming part of multi-screen experience and working as a multitasking agent for consumers. The consumption of TV trends relates to the high adaption of smart devices in today's fast track world.

The Coalition for Innovative Media Measurement (CIMM) assesses the study for the cross-media advertising for its effective use as passive measurement and exposure of ad (Piercy, 2010, pp. 3). The experts of advertising industry experts forecasted a doom and gloom chaos scenarios for the traditional mass media communication tool (AMA-American Marketing Association, 2007). The following two sections bifurcates threats and opportunities for IMC managers in the subject line of integrated marketing communication;

Opportunities:

IMC managers can analyze ...