Integrated Marketing Communication - Essay Example

Running Head: IMC (INTEGRATED MARKETING COMMUNICATION) IMC (Integrated Marketing Communication) [The [The of the Institution] IMC (Integrated Marketing Communication) TABLE OF CONTENTS 1. Introduction 2. Product description 3. Target Markets 4. Advertising Objectives 4.1 Benefits of Reading to Children 4.2 Advertising Strategies 4.3 Strategies and tactics 5. SWOT analysis 5.1 Strength/Weakness analysis 5.2 Opportunities/Threats analysis 6. Ethical considerations 7. Budget 7.1 TV 7.2 Radio 7.3 Newspaper 8. IMC Elements 9. Evaluation and Recommendations 10. Reference IMC (Integrated Marketing Communication) Executive Summary A. IMC Organizations Integrated Marketing Communications (IMC) is defined as: "A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation." (about.com, 2006). It has been found that the marketplace for children will be a difficult one to gain a foothold in, with such a fragmented marketplace and many competitors having already strongly established. However the 'Larry the fun Koala' campaign will have an edge. It will directly market the idea of both the educational side of books and also the value of spending time with your child. This will take place in shopping centres as well as on television and radio. This initial advertising is sure to establish 'Larry' as a brand name for the future. Then when the parents realise what a positive impact the 'Larry the fun Koala' books are having on their child the product is sure to be promoted through word of mouth. 1. Introduction According to a UK study, parents today are reading to their children 40% less than they did 10 years ago. With the parent-child activity of reading currently on the decline, successful children's book author, Mem Fox who has sold over more than a million copies of her books worldwide, strongly believes that the simple task of reading to a child at only three times a day, could completely eradicate literacy problems in an entire generation. Profiling an Ad-agency Research has shown that there are many advantages of being read to as a child. The majority predominant being, that a child who has been read to, will most likely at the age of 21 months have the vocabulary of 500 words. So, the concept of creating a series of books centred on the main character, "Larry the Koala", will be implemented. This idea revolves around the importance of reinstating the value of families spending time with their children more effectively, and also the attempt to break into the competitive market of children's books in U.S.A. 2. Product Description The product that we have been allocated to design the advertising campaign for is a children's book called "Larry the fun koala". The product is meant at young children among the ages of two and five years of age. The character of Larry K. was specially intended so he would be found attractive, especially to children of this age. Larry is a small childlike cartoon koala who is growing up. Entertainment devices for the infant books include; the illustrations being bold with brighter colours, rhyming parts of the book, the incorporation of fingerplays into the book, and of course the book being made of a durable cardboard and vinyl cover so that the infant can take the book wherever they choose. 3. TARGET MARKETS The target market for our product "Larry the fun koala" is young children between the ages of two and five. It is based upon the idea argued by "Hind (2003) that is to create a product that provides an opportunity for development and learning through play." Although it must be taken into consideration that most two to five year olds do not make their own investments and product purchases, they can have a large amount of influence over what it is that their parents choose to buy. An Advertising Agency in U.S.A. 4. Advertising Objectives Firstly, our advertising objectives have been created to be something that advertising can accomplish, for instance a shift in perception or to create awareness. Using the SMART (Specific, quantifiable, attainable, sensible, timely) idea is a critical task in planning a winning campaign. So, understanding what advertising means to children is first and foremost essential. While it is adults who supply the funding, it is the informed and brand-conscious children of today who are the driving force behind what is being purchased. (Duff, Rosemary. 2004:41). Kids from the age of five pick up their cues and behaviour patterns from adult marketing activity, and this carries across into their response to child-targeted advertising. (Duff, Rosemary. 2004:41). Research has found that children often cannot distinguish readily between advertising and editorial messages, and are unduly susceptible to persuasion as a result. (Duff, Rosemary. 2004:41). 4.1 Benefits Of Reading To Children No doubt, According to great Margaret Meek, Childhood Reading expert, early get in touch with stories and poems has the mainly single outcome on a child's linguistic enlargement. She also believes "a child who is read to will become a child with an ever-expanding vocabulary." (Morrow, Robin and Jo). a. Revenue According to children's book illustrator Ann James, "the main ingredients to look for in a child's book are warmth and love, a sense of familiarity and often humour." James also believes it is significant to offer children a wide range of books to please human being interests and shifting moods. 4.2 Advertising Strategies Our campaign plan for the advertisement of the children's book "Larry the fun koala" mainly encompasses the element of interaction between parents and their children and how this will ultimately effect their children's education. The focal point is certainly based on the action of parents spending time interpretation to their children, and according to Margaret Meek a childhood reading specialist, she believes that "early contact with stories and poems has the greatest single effect on a child's linguistic development." Strategy is the way by which we aim to attain the objectives (White, Hill, 2000). 4.3 Strategies And Tactics Objectives Strategies Tactics Raise public awareness of importance of rebuilding the child-parent activity of reading. Advertising Campaign Use of TV, Radio, Newspapers and use Agencies to pitch idea. Identify target audience (exact age group) Set a goal on how to achieve this Research what would be most effective age group to focus on. Analyze SWOTS Determine strengths/weaknesses Evaluate research findings Launch book at shopping centre during school holidays. Incorporate IMC elements. Use of POS, publicity, sales promotion, customer service. Research what children respond to, as well as parents. Consider a spokesperson for shopping centre appearance. Will be well-known and respected, possibly a mother. 5. SWOT ANALYSIS a. Competition And Current Situation For The Brand 5.1 Strength/Weakness Analysis b. Growth The strengths of the 'Larry the fun Koala' story book are, firstly, that it can increase the interaction with parents and their children. It can improve their relationship, because "parents in the twenty first century are working for longer hours, and spending less time with their children"(Hind 2003:25). Also, "The more familiar children are with books at an early age, the more comfortable they are with reading, and the more likely they are to select a book as part of their play pattern." (Hind 2003:25) The main weaknesses of the 'Larry the fun Koala' story book are, that it has specified exactly age range of children that are suitable to read that story book. It is a big weakness, because 'no other target market is so fragmented.' (Fletcher 2004:11) Inside the children's market, it is changing so rapidly compared to other markets. Therefore, when those target children are getting older, they will never buy those books again. The product wont be considered buyable for a large percentage of a persons life. 5.2 Opportunities/Threats Analysis c. Position in the Industry The main opportunities for 'Larry the fun Koala' is the fact that he is a koala bear character, which is an Australian icon. On the other hand, it means that Federal Government can use the book as a tourism promotion book for other countries children. The products can expand on other types of books. It does not have to concern only children reading books. It can be a tourism guide. Also, parents in the twentyfirst century, "are willing to invest in their children."(Hind, 2003:27) This is because there are a lot of different kinds of products that exist in the market that can be found to be more exciting than books. For example: Video games, computer games. 6. Ethical Considerations It is essential to be responsible and ethical to all children who are involved with the product and the advertisement. The reason behind this is that "for children particularly, who cannot process as well as adults the huge amount of information and detail required to distinguish and make decisions about products, brands serve as a useful abbreviation for the values and functions of that product." (Bull 2003:57) Therefore, the brand of the product will be healthy, and be contained for all educational purposes only. For the TV advertisement, there are "The ABA's Children's Television Standards established by The Australian Broadcasting Authority." (Le Guay & Hearne 2003, p63) 7. Budget In a contemporary society, it could be suggested that parents are spending less time with their children due to other commitments, such as their high involvement in work related activities. As parents gradually become aware of this problem, they may find ways of mending it by opting for such alternatives as buying their children storybooks. 7.1 TV TV is usually considered most effective way of gaining awareness as it can display sound, colour and personality. We've decided that placing and advertising for "Larry K" at the golden time of 6:30pm - 7:30pm when families are usually having dinner together and watching TV is the prime choice. 7.2 RADIO Radio is less expensive compared with TV advertising. Our company has decided to promote "Larry the fun Koala" on FM station 101.1, at around 7:30 to 8:30 in the morning. This is due to the time associated with parents, as they listen to their popular station while they are dropping their young kids to school. Through this solution, we seek to achieve a similar outcome from TV advertising. 7.3 Newspaper Finally, we have considered the newspaper advertising as a preferred option, with focus on local newspapers such as "The Journal" or "The Leader". The most attention seeking advertising considering our budget is to place a 11x 12 cm, colourful adverting of "Larry the fun Koala" in either the top left or top right corner of the newspaper. (Normally the price is around $80-130 for four weeks). 8. IMC Elements b. IMC Work On This Brand Using advertising for the campaign is perhaps not the most effective way to promote the product. This may be because not all customers are focussed on the media all the time, therefore other elements must be included. For instance, some parent's feel exhausted after working and therefore wouldn't spend too much time watching television or reading a newspaper. Sometimes, they wouldn't read through all the advertisement in a newspaper or magazines as well. This in turn would eliminate the total effect of advertising. Therefore, some integrated marketing communication (IMC) perspective should be introduced for the campaign. Personal selling is one of the IMC functions which is two-way and person-to-person communication with its customers (Duncan, 2004). Besides launching the campaign in other media forms, promoting the book in a shopping centre is essential to escort the advertising of the product. The campaign is to be launched throughout the school holidays, as this is most suitable due to most parents taking their children shopping. The sales location ought to be focused on a packed area such as Chadstone shopping Centre. This would eventually increase the customers to pay more concentration to a children's book. The benefit of promotion is generating a positive effect on purchase intentions of customers. It can build a good relationship with the customers by using personal selling. It encourages the salesperson using face-to-face communication. During that interaction, trust is built that can satisfy the customers' needs and keep a long-term relationship (Guenzi, 2002). Customer's perception in a faster way than using advertising in different media channels can. These are the advantages of using personal selling as promotional tools of IMC. On the other hand, child favorites have directly exaggerated parents' decision-making. Therefore, promoting at crowded shopping centres is possibly the best way for salespeople to interact with the children and parents at the same time in order to increase sales volume. 9. Evaluation/Recommendations c. Critical Evaluation The IMC Work No doubt advertising has the aptitude to augment children's pressure to persuade parents to buy one product over one more. Also, the advertising beleaguered at children is designed to be read, watched and listened to, with the meaning of making it only enjoyable. Consequently advertising is an essential part of a child's education as prospect shoppers and consumers. However, advertising to children is not always this simplistic, nor does it necessarily always go according to plan. Developing a campaign targeted at children aged between 2-5 years is challenging. For instance, there is perhaps no other target market that is so fragmented, resulting in rapid change. It may become difficult to develop a product when the speed of children growing up, is matched with the rate at which children change, in terms of likes/dislikes etc. Also, as children grow they are superseded only by the speed at which a new product is introduced into a new market (eg Barbie, Lego, etc). Furthermore, at this age group (6-9), kids will obviously have more pressure over what their parents buy, as they are older. While at the age among 2-5 children perhaps have minimal buying authority over their parents. Although in terms of purchases and users, a child does begin to understand and respond to advertising somewhere between the ages of 3 and 5. Therefore, brands and products must be created in order for them to be attractive. Ultimately, the product should be fun, have taste and style, and perhaps even peer group acceptability. Yet after collating an immense amount of research, it became obvious that in order for the both the product and campaign to become successful, persuasive vocabulary and visual imagery are crucial. Reference Bull, J. 2003 'Responsible marketing- an agency's role' International Journal of Advertising & Marketing to children, Vol. 4, No.2, pp51-57. Dempsey, Diane. 2003, 'The childhood issue: short stories' Herald Sun, March, Melbourne. Duff, R. 2004, Advertising and Marketing to children, University Press, Cambridge. Fletcher, Winston. 2004, 'The challenge of advertising to children.' International Journal of Advertising & Marketing to Children, Jan-Mar, Vol. 5 Issue 2, p11, 5p. Hind, Annette. 2003 'Brands for the under-3s: Teletubbies, a case study.' International Journal of Advertising & Marketing to Children, Jan, Vol. 4 Issue 2, p25, 9p. Kapferer, Jean-Noel. 1992, Strategic Brand Management, The Free Press, UK. Le Guay, P & Hearne, C. 2004, 'The regulation of advertising to children in Australia' International Journal of Advertising & Marketing to children, Vol.4, No.2, pp63-68. Morrow, Robin and Jo, 'Time for books', newspaper article. The Sunday Program, 2004. 'Interview with Mem Fox'. Wells, W. 1997, Measuring Advertising Effectiveness, Lawrence Erlbaum Associates, New Jersey. White, R. 2000 'Advertising', McGraw-Hill Publishing Company, University Press, Cambridge. Young, Scott. 2003, International Journal of Advertising and Marketing to children, Oct, Vol. 5 Issue 1, p17. Read More