Intergrated Marketing Communication (Essay Sample)

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Intergrated Marketing Communication
Having developed a creative strategy, there is a need to decide how it should be executed. The composition of the communication is crucial whether it be advertising, sales promotion, personal selling or any other of the marketing communication tools. If advertising, sales promotion or direct marketing are involved in the campaign, which media will be used. The overall goal of communication management is to design the best message for the most appropriate channel with an attempt of reaching a good number of people in the target audience. As such the management of the media mix is crucial. Over the years, new mediums have developed which, despite dire predictions, have complemented rather than replaced what went wrong before. Very few campaigns rely solely on one medium. The decision that media to use depends upon cost, the target audience reached and the characteristics of that medium (GREENE, 2012).
The advertisement clearly indicates the idea of creativity and innovation. It must be clearly understood that ad testing is not designed to help in setting a creative strategy or in the development of publicity ideas. Its task is to provide guidance on the relative importance, in terms of consumer interest, of various possible advertising appeals. In order to create a winning advertising campaign, it is essential to test the effectiveness of the advertising campaign right from the time the idea is conceived (ROSSITER & DANAHER, 1998). Pre-replacement evaluation includes the use of a systematic and methodological approach to estimating the possible effectiveness of the advertisement before it is released. Pre-testing helps in avoiding possible adverse effects at later stages. Testing the creative approaches and themes prior to their development, can give an indication as to their effectiveness. Different elements such as the slogan are to be included in the advertisements can thus be evaluated at this stage itself. Pre-testing ensures that the best form of advertisement is used and applied before incurring the expense and risk of presenting it to full-scale run. Both the strengths and the weaknesses of an advertising campaign and the individual advertisements can be realized when a pre-test is done. Concept testing still emerges to be another major concept in the field of creativity. A significant feature of the creative strategy, which affects the ultimate effectiveness of the advertising campaign is the essential communication concept around which the advertising campaign is to be developed (SHARMA & SINGH, 2009).
Newspaper advertisement have been the single largest form of advertisement in the United States. However, as more people are looking to the Internet for news and information, newspaper circulation has dropped in many cities. Small businesses may choose to promote their products and service in the newspaper for s number of reasons. The main factors include being inexpensive and the geographical coverage. Newspaper advertising continues to dominate...