Discussion Week 7 Advertising Media and Integrated Marketing Communications (IMC) - Assignment Example

Discussion Week 7: Advertising Media and Integrated Marketing Communications (IMC) al Affiliation Advertising Media and Integrated Marketing Communications (IMC)1. From the scenario, distinguish between two to three (2-3) different types of advertising media available for the new product launch. Provide two (2) suggestions for the marketing intern that will help her to create an advertising budget. Three of the different types of advertising media that was deemed available for the new product launch (tablet) are presented as follows: (1) television; (2) social media; and (3) newspapers.

The television was noted to be the most expensive; yet has strength in terms of ability to vividly reach and demonstrate the product to a wide range of audiences. The social media is least costly, can demonstrate the product vividly, and is able to reach a wide range of clientele. The weaknesses noted in social media are its lack of emotional appeal or ability to vividly demonstrate the product. Finally, newspaper is also least costly and could provide more information on the product, as required.

However, the weaknesses of newspapers include the lack of target, reach and vividness in presentation; as well as in providing emotional appeal (Selecting Advertising Media and Determining Advertising Budgets, 2014). To create the advertising budget, three ways were actually suggested: (1) to use historical figures or a percentage of past year’s sales; (2) to determine the amount that competitors spend and earmark a similar budget; and (3) determine the advertising goal and the resources of the company and work out how the goal could be reached (Selecting Advertising Media and Determining Advertising Budgets, 2014).

e-Activities - Use the Internet to review an advertisement that you believe is effective for a product or service of your choosing. Be prepared to discuss.2. From the e-Activity above, outline the design for an IMC campaign that would use a different media other than the one used in the product or service you reviewed. For example, if the advertisement you reviewed was designed for the radio, consider the details for a complimentary Web or magazine advertisement. One of the most effective advertisements shown is the “Volkswagen-Darth Vader 2011 Super Bowl Commercial” (Volkswagen-Darth Vader 2011 Super Bowl Commercial, 2011).

The design of an IMC campaign for the same advertisement, using a different media would actually be challenging. According to Iacobucci (2014), the IMC should “ensure that a company’s various advertising efforts send a coherent story across the different customer touch points” (p. 159). Therefore, the most appropriate medium to relate the main thrust of the advertisment (other than through the commercial shown through YouTube) would be in a magazine advertisment. The details that could be provided in the lay-out would be the conceptualization of the storyline where the boy wearing the Darth Vader costume would be featured trying to use ‘the force’ on different objects: the stationary bike, the dog, the doll, his sandwich, before finally trying the force on the VW Passat (Volkswagen-Darth Vader 2011 Super Bowl Commercial, 2011).

The magazine lay-out would not capture the exact ability to demonstrate the reaction of the boy when the Passat’s engine was allegedly turned on (unknowingly by his father); but the vivid picture and crucial details could be relayed. Likewise, it could target the actual market which is deemed most appropriate for the product.ReferencesIacobucci, D. (2014). Chapter 10: Channels of Distribution and Logistics. In D. Iacobucci, MM4: Marketing Management. Cengage Learning.(2014). Selecting Advertising Media and Determining Advertising Budgets.

Volkswagen-Darth Vader 2011 Super Bowl Commercial. (2011). Retrieved from YouTube: http://www.youtube.com/watch?v=1n6hf3adNqk