Integrated Marketing Concepts Applications Paper

timer Asked: Dec 20th, 2018
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Question description

Write a 1,250-word paper that describes the various components of Integrated Marketing Communications (IMC) and how these components relate to building a brand image.

Discuss Google and Amazon which are the two companies that have successfully integrated some or most of these components into their IMC Plan: implementation of a digital marketing strategy, a successful advertising campaign, or a viral marketing plan with brand ambassadors.

  • Did the campaign help the company build or reinforce a brand image (i.e. define the message in the campaign, and describe how the message helped to build the brand)?
  • What is the company's value principle and how does it tie into the branding message?

Format your paper consistent with APA guidelines, including any citations for materials used from any websites.

Click the Assignment Files tab to submit your assignment.

Tutor Answer

School: Rice University



Integrated Marketing Concepts: Google and Amazon
Student’s Name
Institutional Affiliation



Integrated Marketing Communication involves achievements of the organization’s
objectives through the use of well-coordinated different promotional methods which are intended
to reinforce each other. This entails a well-designed marketing strategy to ensure all the
messaging and communication methods are unified across all the channels and are customer
centered (Camilleri, 2018). Essentially, the overall objective of the integrated communication
concept is to ensure that all the weaknesses on one medium of communication are addressed by
the strengths in other methods used in communication. Undeniably, marketers are increasingly
realizing that brands exist in connections hence they must use the opportunity to create an
integrated marketing communication strategy. This concept is meant to enhance brand equity by
moving the customers along the best experience which advocates for brand advocacy. It is also
aimed to deliver the right message to the right customers at the right time and place. Therefore it
is critical for the marketers to design a well-integrated marketing strategy to ensure delivery of a
consistent, clear and compelling message. On this basis, the discussion below focuses on Google
and Amazon in discussing the components of Integrated Marketing Communication and how
these components have been critical in creating a successful brand for the two companies.
Components of Integrated Marketing Communications
Essentially, marketers must explore new strategies to incorporate all components of
marketing communication and integrate traditional, digital and social communication methods
into a single cohesive approach. It is possible for companies to coordinate their marketing
resources and supply customers' with valuable information to create engagement and establish
long-term relationships (Keller, 2016). All the methods of brand promotion are used together to
promote a particular brand or service among the potential customers. This maximizes the cost-




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Good stuff. Would use again.

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