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Integrated Marketing Communication - Academic Essay Assignment - Www.topgradepapers

Integrated Marketing Communication - Academic Essay Assignment - Www.topgradepapers

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Integrated Marketing Communication and Cost per Thousand Analyses
Basically integrated marketing communication is used by integrating different marketing tool,approaches, and resources within a company that will show up a maximum impact on theconsumer minds and create an image of the product that will result in the form of themaximum profits at minimum cost. As we have discussed different marketing strategiesabove, it showed up that if we want to achieve a maximum impact over the viewers, thesuggested integrated marketing tools for the American Eagle Outfitters are newspaper,television, direct mail, radio, magazines, outdoor activities and the internet online services.Our goal for the AEO to use and reallocate its current resources in such a way that get themaximum capacity for consumers, retain its current consumers and create a better image forthe product we are offering.
Similarly due to the current recession, AEO’s strategy would be
to retain its current customers, target new markets and involve in expansion of its currentcustomer base to maintain its sales and develop customer base for the future operations.Basically the most of the focus for the IMC is to create a future customer base. By thesemeans in near future it will help to boost its sales and profits within the allocated budget formarketing activities.
Newspapers have always played a major role in the promotions of the business for manyyears. AEO will be using this media to interact people who are intelligent and affluentcustomers. As Newspaper promotions has a great appeal to the intelligent and affluentconsumers. In this AEO will be using articles and advertisements because these are excellentbusiness tools that can be used to promote business inexpensively. Similarly newspaper willtarget new customers too. Because newspaper has a very short lead time and there is alwaysneed of fresh material to cover the pages. And people seeking for jobs or want o keep in touchabout some details information about any political, social matter use newspapers. When AEOwill be hitting through articles and the advertisement, it will cover people immediately withinthe short time. AEO will be using the Toronto Star newspaper as it has about the 2,349,760newspapers per week. So it will be covering about 20 million people within a short time of one week. This will be used for the AEO for the aggressive marketing campaign and to getintroduce to more consumers in a very short time. AEO will be using front page in theToronto Star where it meets the eye of the onlooker. AEO will place the promotions on thenewspaper that should focus on the customer's problem instead of focusing on the
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features. It will be using very expressive and active verbal forms of sentences. That will bevery punchy and catch the attention the attention of consumers.
Television & Radio:
The second marketing tool suggested for the AEO is the TV. TV is a live andinteractive source of advertisement. AEO will be focusing it by sponsoring different shows,functions, celebrity programs and highly viewing programs like American Idol, current newsprograms. Furthermore, AEO will be using its brand representatives as models during theshows allowing them to enhance their portfolio. By using their existing staff, it saves time andcost of recruiting additional staff for the shows. No doubt it will be having less audienceselectivity, but it will be covering huge number of viewers by simple an absolute cost. It willbe having good mass marketing coverage in low cost per exposure. Similarly it will also help
AEO to demonstrate their product visually to the consumers that can attract more customers’
attention. If we look over radio, it has a continuous decreasing trend, but AEO still be using itas it has very low cost and would be covering good local acceptance by consumers.
Direct Mail:
Direct mail is a marketing technique in which the seller sends marketing messages directly tothe buyer. Direct mail is a unique blend of advertising and sales. It is sometimes referred to asdirect marketing or direct response marketing. Direct mail is basically a marketing messagethat is delivered to prospects by mail. It is opened one piece at a time and read one piece at atime. Direct mail is the highly online interactive and more selective media to advertisement.In this we have a definite and selected customer base. AEO will be using this media for thecurrent customers and available data base of the people interested in the similar product thatour company is offering. Such data can easily be obtained from different companies forexchange of money.
And then we’ll email them directly about updates, offers, new product
range and by using this we can increase the rate of visits of our customers to our layout thatincreases the sales through in-pulse purchases.
Magazines are the source of marketing advertisement that has high and demographicselectivity. As compare to the newspaper, magazines have a long lead time. Magazines areusually monthly or weekly basis. No doubt it cost more, but it provides a large space todemonstrate your product thoroughly. AEO also has the plans to target the fashion outfits and
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products through fashion magazines, where they can show their portfolios easily throughphoto shot of models. In this way AEO will also be able to target the high earning levelcustomers for the product with high quality and price. Similarly it will also help AEO to getfocus of the fashion conscious customer target base that do not care about the price but onlyfor the new trends and fashions. This will also help AEO to achieve high margins by sale of their new trendy and innovative designs.
Outdoor - Billboards:
Outdoor Billboards are an effective medium for the massive publicity for AEO. It also veryhelpful to remind customer about their brands and about the new promotions, offers discountsand trends., It is because that AEO is in the maturity stage, soon it can be turn into the declinephase if proper innovations, discount and change was not encountered. So billboard is aneffective way to attract current customers about new trends and discounts about the product.The visibility and reach of this medium is a good supplementary marketing tool to use for awell known brand such as AEO. Its advantage is the relatively low cost of producing thebillboards with one time cost, as AEO has its reserved places for the publicity at differentcrosses, roads, fitness centers, universities and famous markets. By this mean, AEO isattracting half of older customers to avoid declining in their products. The Billboards shouldbe advertised by the use of different celebrities to have a better tool for getting immediateattraction of the customers and to depict the sexuality in the outfits.
Online Media is a continuous advertising tool for now a days in the generation x andgeneration y. it covers the ages of 14 to 40 years. Online is a good marketing tactic to use asnow a day most of the adults and generations rely on the internet source. It has been using astheir first source to get information regarding any matter whether it is studies or somethingelse. AEO should place their advertisement with online sites such as dating sites, jobplacement sites, fashion websites and have a point system linking to their membership levelthat enables them to receive discounts at AEO. Pay per click (PPC) advertising will offerAEO a new, effective way to attract potential customers to its business. It will reachcustomers online and will help build brand awareness, turn visitors into buyers and is a great
complement to company’s
existing online and offline ad campaigns and make them motivateto visit store for once. Similarly AEO will be focusing on the most traffic website such asface book, Google and other sources. That will help it most to attract more and more
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