Integrated Marketing Communications

INTEGRATED MARKETING COMMUNICATIONS
Table of Contents
Segmentation    3
Persuasion Analysis    3
Analysis of Current Advertisement    4
Current Integrated Marketing Communications (IMC) Practices    4
References    6
Segmentation
Marketing communication is defined by the potentiality of a marketing approach to communicating with the audience from all aspects. To be real, every advertisement and marketing strategy communicates with the customers (Wongleedee, 2015). Nevertheless, the main thing if it connects from all aspects or not such as its technique, price, the medium of availability and distributions. A great product can be released in the market with a brand new and more reasonable price compared to other brands. It can also avail special discounts (Abril & Rodriguez-Canovas 2016). However, it will not affect the consumers or the company in any way if it is not known by the audience. This is where the marketing communication is needed along with promotion. The consumers must be informed about how great the product is and yet they are getting a fair price to which other brands are no match. This is known as Integrated Marketing Communication (IMC) (Garg, Singh & De, 2016).
Nike is a famous brand of athletic footwear, sports equipment, and garments. Its promotion and the promotional mix are also called the marketing communication mix. Nike uses television, radio, and social media, print all of these mediums to promote itself. It is expensive but in the end, the company has only seen growth in its sales and reputation. Nike uses four Ps for their marketing mix. The four Ps are product, price, place, and promotion. It means that at first, the company presents its product and its usefulness or the new features. Then it decides the price keeping everything in mind including the place it is being sold and the price sensitivity is also taken into account here (White, McMurray & Rudito, 2017).
Persuasion Analysis
A brand or a product is more likely to be popular or common among consumers when it can stand out in the crowd. The market is filled with too many similar products of various brands and the competition is intense. A customer comes across more than a hundred advertising throughout a day. A company has to persuade consumers in more unique ways possible for their products to sell. The process of persuasion is done by using catchy approaches, social conditioning, graphic images, and language (Toth, 2016). The first tool of persuasion is Altercating. The major concern here is to know the target audience and the kind of expectation they shall have from the...