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Discuss The Role Of Demographics In Relationship To Integrated Marketing Communications

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Management
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Cumberland University
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Running head: DISCUSSION 7 1
Discussion 7
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DISCUSSION 7 2
Integrated marketing communication is a strategy that promotes a message through
numerous approaches that work jointly and reinforce each other. For example, a firm logo might
promote a novel logo, strategy or slogan through numerous media like print, web as well as
social media (Laurie and Mortimer, 2018). Every approach might be slightly diverse for the
explicit medium although they all guide the audience to similar message. Integrated marketing
techniques have confirmed to be reliable since combining modern and conventional marketing
warranties that communications integrate the finest of both worlds and get to all pertinent
stakeholders.
Demographics are the characteristics of a population such as age, race, and gender.
Demographics play a very significant role in integrated marketing communications. The
demographics are the ones that comprise the target audience and while creating an integrated
marketing communications plan, it is essential to thoroughly review and determine the target
audience that is frequently comprised of prospective or current clients. Moreover, it is very
significant to determine the characteristics of clients that comprise educational level, age, gender,
geographical location as well as income among others (Laurie and Mortimer, 2018). For
instance, 81 percent of the Millennials use the hard-earned cash within a brick-and-motor outlets
once it comes to their retail consumption. The study further showed that 53 percent of millennial
shop in-store in a typical week while 47 percent of the millennial in-store buyers make an
acquisition contrasted to 66 percent of 72 percent of seniors, 66 percent of Gen Xers and 69
percent of Boomers (Adriana et al, 2015). In addition, the study shows that $75 is the standard
spending for every online visit for the millennials contrasted to $57 on average for every in-store
visit. Not only is it proper but demographics is of great significance in the aspect of the
development of an integrated marketing communication strategy. Furthermore, Millennials are

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Running head: DISCUSSION 7 1 Discussion 7 Student’s Name Institution DISCUSSION 7 2 Integrated marketing communication is a strategy that promotes a message through numerous approaches that work jointly and reinforce each other. For example, a firm logo might promote a novel logo, strategy or slogan through numerous media like print, web as well as social media (Laurie and Mortimer, 2018). Every approach might be slightly diverse for the explicit medium although they all guide the audience to similar message. Integrated marketing techniques have confirmed to be reliable since combining modern and conventional marketing warranties that communications integrate the finest of both worlds and get to all pertinent stakeholders. Demographics are the characteristics of a population such as age, race, and gender. Demographics play a very significant role in integrated marketing communications. The demographics are the ones that comprise the target audience and while creating an integrated marketing communications plan, it is essential to thoroughly review and determine the target audience that is frequently comprised of prospective or current clients. Moreover, it is very significa ...
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