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This is a solution of Integrated Marketing Assignment Help in which we discuss this section aims to develop an integrated marketing communication plan including media, target audience of the mobile phone company (Microsoft Surface Pro 5) is the young generation.
This section aims to develop an integrated marketing communication plan including media for a mobile phone (Microsoft Surface Pro 5) in Australian marketbased upon client’s need.
The mobile phone company has make young people as their target audience, they they are more tech savvy and show interest in smart phones having many applications.
The management team has to choose the appropriate marketing communication options to promote this mobile phone. They should use internet websites and social networks besides broadcasting and print media. It can be launched with creative work and celebrity endorsement. However, they should fix a budget for every media vehicle. For digital advertising(internet, social network, email) the mobile company needs to spend 2050 AUD. 1900 AUD will be spend for broadcasting media(Television and radio) and 1000 AUD will be send for print media (newspaper and magazines).
The new mobile phone has a high resolution of 750 x 1224pixels, long-strengthened glass, oleophobic coating. It is a dual nano sim supported smartphone. The processor is Octa Core Snapdragon 890. Internal memory capacity is 6 GB and it supports 32GB external memory. It has a 12 MP camera and a 5MP front camera.
The company has to face common legal and ethical problems and they should take different strategy to overcome that (Foxall, 2014).
The target audience of the mobile phone company (Microsoft Surface Pro 5) is the young generation. Therefore, they have to choose the broadcasting media (television and radio) and digital media (mobile phone, internet, social media) as their first preference as young people are attached with both of the medias. Besides that they have to invest in print media (newspaper and magazines) as it has a great mass coverage. The company has to invest for outdoor media vehicles (hoardings and banners).
The company has to conduct a market review to understand the appeal of the customers for the product. In Australia, the mobile phone (Microsoft Surface Pro 5) company has to conduct their campaign in their Australian English language to communicate with the people. The company’s campaign should match with their culture. For the company’s brand promotion and marketing advertisement, they need to fix a budget of approximately 3500 AUD. In their budget, they need to include the investment for creative work also.
1. Five major promotional tools for marketing communication: Advertising by traditional media, digital technology, Sales promotion, public relation, direct marketing (Kelley Sheehan & Jugenheimer, 2015).
2. Definition of the following terms
- Advertising- Advertising is a paid communication, which is used for promotion of any brand, product, idea or service. Advertising is not only used by a company or an organization, but government and NGOs use advertising to promote their schemes or services. The most commonly used promotional tool is traditional mass-media advertising and in traditional media, messages are presented through newspapers, magazines, radio stations and television networks. Traditional media has a direct access with customers of every levels (Chatzithomas et al. 2014).
- Digital technology- In this modern tech savvy world, internet and mobiles are used for online marketing, which are common elements of promotional campaigns. Smart phones having application of social media and electronic communication, allow companies to have a 24*7 access with them. Social media and blogs have the direct reach to the customers, therefore, they are used as an additional interactive tools (Hughes et al. 2012).
- Sales promotion- Sales promotion is launched to boost the sales of the product or the service. Sales promotion is a set of marketing activities having two basic types directed at consumer and trade. The advertising motto of a company is to create the desire of purchase in one’s mind, therefore, in sales promotion they provides consumer incentives (coupons, free trial, demonstration and samples) and trade incentives (free goods, allowances, price off) (Fathabadi, 2014).
- Public relation- Public relation is one of the most promotional tools, as companies or organizations cannot survive being isolated from the society and they need a constant attachment with their targeted customers, stakeholders and employees. Public relation offices maintain this relation or connection. Their function is to handle press releases, matters with lawyers, create corporate image, support product publicity and maintain public issues (Meyer, 2015).
- Direct marketing- Direct marketing proves tremendous growth in recent years, as it saves time and cost of advertisements & promotions. Direct mail or SMS, face to face selling, telemarketing, TV, kiosks, catalog marketing are the medium for direct marketing.
3. Factors that are influencing consumer behaviour: There are four major factors that influence consumer behaviour, such as social factors, cultural factors, personal factors and psychological factors (Patel, AlShourbaji & Al-Janabi, 2014).
- Social factors- Social factors have three categories: reference groups, family, social roles and status. Every individual belongs from a membership group related with, origin, age, work, hobbies, place of residence and so on. In general there are common consumption trends among the members of same group as their mindset, lifestyle and values are same (Hughes et al. 2012).
Family contributes to shape an individual’s personality and attitudes. Social status is something, which is achieved by an individual from his family, workplace or friend circle. The status plays a major role to influence consumer’s behaviour.
- Cultural factors- Cultural factors originate from different cultural and regional environment from which the consumer belongs. Every individual is influenced by his family, friends and social surroundings that teach him preferences, ethics, values and common behaviours. The preferences, desires and consumption abilities differ from each class to another due to their different purchasing powers (Shrum, 2012).
- Personal factors- Personal factors consist of age, lifestyle, purchasing power and so on. The preferences and requirements are changing throughout one’s life depending on his age, purchasing power (Thorson & Moore, 2013).
- Psychological factors- Psychological factors can be divided in four major categories: motivation, perception, attitudes and learning. Motivation drives the purchasing behaviour of a customer. Depending on personal character, beliefs and experience an individual has different perception from another.
4. Media vehicle: Media vehicle is used by an organization to spread their message to their target customers. Selecting the right mix of media vehicle is difficult to reaching the customers. There are different types of media vehicle, i.e. broadcast vehicles (Television and radio), digital vehicles (internet, mobile), print vehicles (newspaper, magazine) (Kaplan, 2012).
5. 10 Examples of media vehicle
- Television network
- Radio station
- Social Network
6. List of 4 different marketing communication options
- Public relations
- Sales promotions
- Online media
7. Explanation of the following terms: Push strategy, Pull strategy
- Push strategy- In push strategy sellers involves taking their product directly to the customers to create a demand of the product. Discounts to retailers, trade promotion, appealing packaging are the strategies adopted in push marketing. This strategy works well for lower value items (Tiago & Veríssimo, 2014).
- Pull strategy-Pull strategy involves motivating customers to buy a particular product. This strategy uses advertising to spread messages to the audience. A highly visible and known brand can adopt this strategy (Stautamoyer & Lindquist, 2015).
8. Advertising objectives: An advertising objective is basically an communication objective. The main task is to identify the advertising goal among a defined audience, to a given level with a deadline. Every organization has many advertising objectives on the basis of their industries, overall marketing strategy and available distribution channels. There are three types of advertising objectives: Increasing sales and profits, Encourage trial and usage, Reminder advertising (Rauniar et al. 2014).
9. The advantages and disadvantages of the following mediums in a media plan
10. Economic, social and industry trends are relevant to the choice of appropriate media option
According to the socio economical condition of the target people of a company, the advertising agency has to choose the appropriate media tools. Newspaper has a great mass coverage, as it is low cost and having a high number of readerships. A company can reach to its target people (upper class, middle class and lower class) through newspaper easily. Whereas, magazines are generally bought by middle class or upper class people, therefore, companies giving ad in magazines have different type of target people. Generally, radio is used as a media option for the customers who belong to a comparatively lower class. Internet and social networks are used as a media tool mainly for the young generation and for the people who own or use computers. Besides that, appropriate media option should be chosen according to the industry. For example- a cement manufacturing company will choose a different type of media option and an apparel manufacturing company will choose another type (Stautamoyer & Lindquist, 2015).
11. The relevant legislation for the followings:
- Anti-discrimination- Over the past 30 years government has introduced laws to protect people from harassment and discrimination. Relevant legislations for anti-discrimination are: Age Discrimination Act 2004, Australian Human Rights Commission Act 1986, Disability Discrimination Act 1992, Racial Discrimination Act 1975, Sex Discrimination Act 1984
- Consumer protection- Competition and Consumer Act 2010
- Copyright- Australian Copyright Act 1968
- Ethical principles- From 1st July, 2015 New South Wales brought a uniform regulatory system to legal professions.
- Fair trading- Competition and Consumer Act 2010
- Privacy- There is no statutory definition of privacy in Australia. In 2006, the Australian Law Reform Commission given a reference to review Australian privacy.
- Trade practices-Competition and Consumer Act 2010?
12. The main principles of consumer behaviour and the factors that influence buyer behaviour
The main principles of consumer behaviour are: Priming- Priming is an memory effect. Exposure to a stimulus influences a response to a later stimulus in priming; Reciprocity- It is a human nature. If an individual got help from another, then he wants to do something for him also; Decoy effect is seen in pricing model; Social proof is the theory in which people will adopt the actions of a group of people they like or trust; Scarcity is an strategy depending on the simple formula of supply and demand. The more rare the opportunity, the more valuable it is; Anchoring, the Baader-Meinhof Phenomenon, Verbatim Effect, Clustering and Loss Aversion (Solomon Russell-Bennett & Previte, 2012).
There are many factors or forces that influence buyer behaviours, i.e. Psychological factors, Personal factors, Social factors, Cultural factors and Economical factors.
13. Explanation of the range of marketing communication options for different markets
A company uses marketing communication as a tool to provide a range of promotional messages to its target customers. There are many options for marketing communication, which can be used in isolation or as a blend for maximum impact. An organization can use advertisements, sales promotions, exhibitions, websites, press publicity campaign, personal selling and brochures as their marketing communication option. Companies have to chose their marketing communication options according to their industries (Schiffman et al. 2013).
14. Explanation of the range of media vehicles for marketing communication options
Decision making in media planning and advertising media selection are gradually become complex and challenging, as more media options are available in the marketing field. Broadcasting media are quite new in comparison to the print media(newspaper and magazine). Technology has increased the range of new media (mobile phones, social networking, blogs, emails) available to the advertisers. Broadcasting media (television and radio) has the highest mass coverage and it is a costly media vehicle. However, radio is a low cost media vehicle, which is affordable, but television is costly for ad promotion (Solomon, Russell-Bennett & Previte, 2012).
Foxall, G. R. (2014). Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide (Vol. 3). Routledge.
Gunter, Barrie, and Adrian Furnham. Consumer Profiles (RLE Consumer Behaviour): An Introduction to Psychographics. Vol. 5. Routledge, (2014).
Kelley, L., Sheehan, K., & Jugenheimer, D. W. (2015). Advertising media planning: a brand management approach. Routledge.
Schiffman, Leon, Aron O'Cass, Angela Paladino, and Jamie Carlson.Consumerbehaviour. Pearson Higher Education AU, (2013).
Shrum, L. J. (Ed.). (2012). The psychology of entertainment media: Blurring the lines between entertainment and persuasion. Taylor & Francis.
Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer behaviour. Pearson Higher Education AU.
Thorson, E., & Moore, J. (2013). Integrated communication: Synergy of persuasive voices. Psychology Press.