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Integrated Marketing Communication (IMC) and Marketing Channel Strategy - Essay Example

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Under the concept of integrated marketing communication (IMC), which is a holistic approach to market communication, we at JF’s Electronics need to develop a promotional strategy for JF’s Electronics customized cell phones. For our promotional strategy, we need to use both…
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Integrated Marketing Communication (IMC) and Marketing Channel Strategy
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Integrated Marketing Communication (IMC) and Marketing Channel Strategy

Download file to see previous pages... We need to be selective in choosing from a number of online and offline marketing mediums. Internet marketing, direct marketing, database marketing, and public relations – all mediums seem to be consistent to provide the competitive edge in the market. Internet marketing can help in attracting new customers from the social media sites like Facebook where prospective customers have better chances of viewing the advertisement. Google advertisement through Pay-per-click programs and promotion through email marketing can be beneficial where only customers from the database could be sent promotional mailers, designed by the hired PR agency. Through Internet-TV, relevant audiences’ attention can be captured while their favorite programs are run on television channels. At the same time, using SMS as means of advertisement to the target audience telling the features of customized mobile phones of JF’s Electronics can click the marketing campaign by contacting the right touch points to attract wider audiences. Using online media tools judiciously can make the marketing campaigns more effective and relevant (http://en.wikipedia.org/wiki/Integrated_marketing_communications).
Print media like radio, television, newspapers, and billboards are components of offline media. JF’s Electronics should combine both Medias in advertising the new product, customized cell phone. Offline media can be a crucial and cheap tool in making the product popular through television and radio advertisement. For television advertisement, there is good scope of showing interesting visuals based on the storyline as per the features of customized cell phones not found available in any other company and popular brand’s cell phones. Banners of the product at the most visible locations at the marketplace will help in generating people’s interest. All promotional initiatives should be made at regular and continuous intervals to create brand ...Download file to see next pagesRead More
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