Marketing Communication - Research Paper Example

On the other hand, marketers have also realised the benefits brought about by the use of a combined sources of communication in their marketing endeavours which is widely known as integrated marketing communication plan (IMC) and this concept has significantly gained prominence during the current period (Kotler & Armstrong, 2004 ). As such, this essay seeks to evaluate the extent to which Apple Company effectively uses an integrated marketing communication plan. Explanation of IMC In order to evaluate the extent to which Apple utilises an integrated marketing communication plan in its operations, it is imperative to begin by defining the concept in order to get a clear understanding of its meaning.

An integrated marketing communication plan is described as “a concept of marketing communication planning that seeks to evaluate the strategic roles of a variety of communication disciplines such as advertising, personal selling, sales promotion, direct marketing and public relations,” (Cant, 2000 p.285). The aim is to coordinate the messages so that they convey the same thing at the same time to the same audience. Duplessis (2005) also posits to the effect that a company integrates or coordinates the use of these communication channels in order to give a clear and consistent message that is compelling to the customers about the products offered which also reinforces the image of the organisation.

Integrated marketing communication strategy by Apple According to Buch (2010), Apple has adopted an iAd platform which is a strategy that is meant to support advertising within the iPhone fraternity. This platform integrates the use of the other applications on the iPhone at the same time and the strategy is good in that it enables the company to market its products to various users who can still enjoy the benefit of the other applications at the same time. Though this strategy has been criticised by other sectors of the society, it can be seen that it is very effective in as far as advertising of the products offered by Apple is concerned.

The idea behind this strategy is to coordinate advertising with the other applications that can be found on the iPhone with the aim of achieving the intended objectives of remaining the leader in the iPhone and tablet industry by the company. Since 2010, it can be noted that Apple has continued to enjoy high volumes of revenue from the sale of iPhones regardless of the negative impacts in the economy that prevailed. Promotion of the products offered particularly the iPhones significantly contributed to the success of the company in its endeavour to waive negative impacts that were likely to impact on its operations.

For instance, the company made efforts to spell the unique features of its products and these appealed to the interests of the customers. Promotional efforts such as the decrease in price of products such as the iPod in 2010 greatly contributed to high levels of customer satisfaction (AAPL, 2012). Other companies found it difficult to imitate and Apple harnessed this strategy in its IMC strategy with the aim of appealing to the interests of the customers. Apple’s operations were significantly impacted by various public relations crises in 2008.

Despite being on top in terms of innovations in technology, Apple Inc was badly criticised by