Assignment Type: Individual Project Deliverable Length: The body of the paper should be 6Points...

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Assignment Type: Individual Project Deliverable Length: The body of the paper should be 6 Points Possible: 150 Due Date: 12/2/2012 11:59:59 PM CT Over the past three weeks you have successfully...

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Assignment Type: Individual Project Deliverable Length: The body of the paper should be 6
Points Possible: 150 Due Date: 12/2/2012 11:59:59 PM CT
Over the past three weeks you have successfully navigated the marketing process. You have an understanding of your customer needs and the marketing environment through research. You have developed a marketing strategy and begun development of the marketing mix including your product or service, its price and how it will be made available to your target market. Now your promotional decisions can be made based on these other elements in order to communicate your position to your customers.
Over the past three weeks you have developed most of the components of a marketing program for your product. Now it is time to add the last few sections.
You will now add the Abstract, Introduction, Conclusion, and the Integrated Marketing Communications Mix, including: (Chocolate Candy)

Overview of integrated marketing communications
Promotion Mix Strategy - explain if you will use a push or pull strategy or both and why
Message Strategy - decide what general message will be communicated to your target market across all promotional tools
Promotion Mix - choose at least three (3) promotional tools (advertising, sales promotion, personal selling, public relations or direct marketing). For each include:
- Why this promotional tool was chosen.
- Which forms of the promotional tool you will use and why (for example, in advertising you can use TV, radio, magazine, etc. and in direct marketing you can use direct mail, telemarketing, catalogs, etc.).
- Discussion of how your message strategy will be implemented using this promotional tool and the execution style.
Citations and corresponding references should be included in your paper. For more information on APA,please visitthe APA Lab. The paper should be written in third person; this means pronouns like “I”, “we”, and “you” are not appropriate. The use of direct quotes is strongly discouraged.
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 6pages in length - starting with a brief one paragraph introduction and ending with a short conclusion

005_4ismzk-1vm5taa3.docx

Answered Same Day Dec 21, 2021

David · Accepted Answer

Intergrated Marketing Communications
Running Head: INTEGRATED MARKETING COMMUNICATIONS
1
PAGE  
5
INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Name
Institution
Abstract
Generating marketing strategy and decisions have their basis in the internal and external environments that the business is located within. As a result, effective decisions have to be made to ensure that appropriate marketing procedure is employed to ensure the level of sales of the chocolate candy is boosted. The purpose of this treatise is to look at various marketing strategy concepts as well as decisions, which can be employed to boost the sales of a chocolate candy business.
Integrated Marketing Communications
Introduction
Brand communication in marketing is ensured through the assistance of Integrated marketing communications (Jones, 2008, p. 199). This ensures that the message on a product or service is outsourced to a large number of individuals via different promotional tools and strategies. However, the selection of the appropriate tool to utilise requires a proper examination of the target market which also ensures that the best marketing strategy is employed.
Overview of Integrated Marketing Communications IMC
Integrated marketing communications (IMC) provide organizations with a chance communicating their brand to customers in the target market through the utilization of style and tone that reinforces the brand. Through integrated marketing communications, organizations have the ability of challenging the existing fundamental dilemma which is evident in the current market. Integrated marketing communications is appropriate in the current marketing world based on the fact that mass media advertising does not work solely, in confronting marketing dilemmas available in the market. Through integrated marketing communications, an organisational manager has the ability of identifying strategies which can be used to ensure that an organisation delivers selling messages to a wide target audience through as single medium. IMC has a goal of ensuring all aspects of communication in marketing are unified such as sales promotion, advertising, direct marking, personal selling, online communications and public relations (Kitchen, 2007, p. 2).
Promotion Mix Strategy
The promotion mix strategy employed for the chocolate candy will be a pull strategy. This is supported by the fact that chocolates are premium products, which require the consumer to ask for the product from a retailer if they are not willing to make an online booking order. The pull strategy requires a high spending to be made on advertising the chocolate product as well as promotion to ensure a build up in the height of consumer demand (Ailawadi, Harlam, César & Trounce, 2006, p. 520).
Message Strategy
Across all the tools of promotion,

Assignment Type: Individual Project Deliverable Length: The body of the paper should be 6 Points Possible: 150 Due Date: 12/2/2012 11:59:59 PM CT Over the past three weeks you have successfully...

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