an integrated marketing communications (IMC)

The final component of the Marketing Strategy is the Marketing Mix. The Marketing Mix is the set of decisions about communications and promotion, price, channels of distribution, and customer relationship management.
This week you will focus only on communications and promotion, following an integrated marketing communications (IMC) approach. Such an approach delivers a clear and consistent message to your consumers and is connected to your Core Strategy.
PART 1: General Research
1. Discuss the aspects of the IMC. (The elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations and personal selling.) Define each and discuss the pros and cons of the individual elements.
You should use the text for basic definitions. The majority of research for this section of the assignment must come from ARTICLES located in the library?s full-text databases.
PART 2: Application to Product/Service
(NOTE: this section of the assignment will become part of your Final Strategic Marketing Plan.)
2. Provide a quick overview of the product or service you created ? you should continue using the content from the U3 Discussion Board.
3. Provide a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). What changes do you expect to make as the product/service matures?
4. Describe the message you wish to communicate based on your core strategy. Explain your rationale for the message. Formulate how you will communicate with your target market? Be specific. How will the internet be used in your IMC approach?
5. Select and explain the most suitable method for measuring advertising effectiveness. Your decision must include research to back up the selected method. Be sure to explain why this is the most effective method to measure the effectiveness of your marketing campaign.
The assignment requires the use of ARTICLES from the library?s full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or Reference Books. The most popular databases in marketing are: ABI Inform Global, Academic Search Premier, and Business Source Premier.
Your report MUST include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab. The paper should be written in third person; this means words like ?I?, ?we?, and ?you? are not appropriate. The use of direct quotes is discouraged, but may be used sparingly in appropriate situations.
Your assignment should contain a cover page, an abstract page and a reference page in addition to the body. The body of the paper should be 5-6 pages in length – starting with a brief one paragraph introduction and ending with a short conclusion. The entire submission will be 8-9 pages in length.

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