Integrated marketing communication - Essay Example

The target groups that are used with the carbon footprint of the UK and the government is one that is identified by the awareness of global warming and reducing the carbon footprint. The approach is one which is dependent first on finding individuals that are interested in the carbon footprint reduction and which has the ability to alter and change the way that the government is able to create a response to riding the bus and train. The target groups will first need to be divided by those that drive and commute to work from different segments and sections of the town.

By approaching demographics by area and by work sections, there will be the ability to show the convenience that is a part of the carbon footprint. Combining this with the encouragement and awareness will provide even more opportunities for the target groups and the expectations that are associated with this. The target group by demographic and areas in which individuals are located is one which is followed by enhancing the target group with communication techniques. The individuals will need to see the benefits of commuting to work.

Convenience, saving the environment, reducing the carbon footprint and supporting government initiatives is some of the communication techniques which can be used. Combining this with the informative viewpoint of the carbon footprint will help to encourage even more drivers to take the bus or train while motivating individuals to find convenient and simplistic ways to reduce the carbon footprint.. As this grows, there will be the ability to expand the mediums into a sense of digital connectivity and word of mouth advertising to increase the popularity of commuting potential (Winer, 2009: 15).

The ability to work with IMS is one which can further the communication by allowing users to work specifically with the options for commuting. The IMS is one that is combined with looking at segments that may be interested in different types of commuting options. Combining this with efforts for digital connections will enhance the communication that is used. Instead of creating benefits that are only based on the expectations and benefits, word of mouth and consumer interaction can help to produce a different level of popularity to the commute while creating a different dynamic toward various segments.

This will also provide feedback to increase the commute options, specifically with providing the target markets with integrated options for better commuting, easier ways of connecting to others and alternatives to increase the concepts of using a commute option as opposed to the need to have convenience within the workspace (Jiang, 2010: 33). 2. The Brockholes location is one which requires a segmented market between businesses for conference bookings and the entertainment that is available for families.

These specific target markets can further be divided by interests, specifically because of the adventure trails, visitor center and discovery areas. The food shop and gift shop as well as specialized activities for wild birds can help provide even more alternatives to those that are looking at the different options for the conference bookings and family visits. To create the right approach, there needs to be communication about