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Apple iWatch
Integrated Marketing Communications
Integrated marketing communication strategy is a great manner for a company's brand to specifically lay emphasis on the consumers. Apple Inc. uses integrated marketing communication (IMC) so as to communicate with its target market. The communication plan of the company is modified with regard to the target market, the product position and the society in overall. Apple Inc. in determined to be close to its consumers by providing quality and increasing its brand awareness to its consumer base. The company uses social marketing to generate emotions and relationships with consumers. For instance, the company comes with innovative products, such as the iPhone and iPad to increase the user experiences of the consumers. Some of the tools of IMC employed by the company include: interactive or internet marketing, direct marketing, advertising, sales promotions and also public relations. In general, Apple Inc. is largely focused on increasing the user experience of its consumers (Ang, 2014).
Marketing Communications Objectives
The AIDA Model ascertains perceptive phases an individual goes through in the course of the purchasing process for a product or service. In other words, it is a buying funnel where consumers go back and forth at each phase, to facilitate them in undertaking the ultimate purchase (Hanlon, 2013)....
It can be employed for decision making within an organization. AIDA signifies awareness, interest, desire, action and retention. The following are marketing communications objectives using the framework:
1. Desire: Before the launch of the product offering, an objective is to undertake an exclusive launching event promoted through press and social media. This is to generate a buzz for individuals eager to see the new product.
2. Awareness: Pilot a public relations campaign a number of months prior to launching of the product.
3. Interest: Undertake a marketing campaign through direct mail to offer discounts. This is to increase the number of loyal users.
Promotion Mix
1. Online Advertising
In order to undertake the exclusive launch party, online and email-marketing will be best suited to be used as promotional tools in implementing this objective. This is because social media will enable the organization to have interactive tools in which they can get to consumers in a direct manner (Shrimp, 2010).
2. Traditional Media
Traditional mass-media advertising continues to be a projecting promotional tool and will be best suited for the second objective. The public relations campaign will be attained through promotional aspects, such as newspapers and magazines as well as radio and television…
References
Ang, L. (2014). Integrated Marketing Communications. Cambridge: Cambridge University Press.
Hanlon, A. (2013). The AIDA Model. Smart Insights. Retrieved 14 November 2015 from: http://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/
Shrimp, T. (2010). Advertising Promotion and Other Aspects of Integrated Marketing Communications. Ohio: South Western Cengage.
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