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Proving extensive information and answers regarding Unit 18 Promotional Mix coursework.
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Diana Enero-S00000503Unit 18 – Assignment 1
REPORT TITLE: Exploration of the role of integrated marketing communications in
the creative promotion
INTRODUCTION:
This report will entail how Cancer Research UK and Topshop use Integrated
Marketing Communication (IMC), and its aids on both businesses such as used in
raising awareness, conveying messages and information relating to their campaigns,
products and services offered.
FINDINGS/CONTENT:
A. P1-How marketing communication aids creative product promotion.
Marketing communications enable a business to create awareness of their brand,
product, and services; and which is used to convey important information about the
business to their consumers. For instance, if the business initially just entered the
market, they need to inform their potential consumers regarding their offered
products and services, its features and what consumers will be expecting from the
business. Whilst, for the business that’s already existed, informing consumers in
regards of their product development can be effectively done through marketing
communication; where they could provide information by advertisements, personal
selling, direct marketing public relations etc.
These marketing tools of communication are used to develop extensive
understandings of the products and services features/characteristics. For
instance, Topshop created and recently introduced their new 90s’ inspired clothing;
the introduction phase in the product lifecycle will provide their target audience with a
broader knowledge of what kind of products they sell, product ranges, price ranges,
date it’ll be in stores, colours and sizes available etc.
These images above are Topshop’s Magazine for their new campaign/styles called
the Clash. Apart from photos, the magazine has a content where consumers will be
able to know each product feature, its sizes available, the fabric used and price.
Furthermore, to create a successful brand awareness, both below and above the line
promotions are vital, where the business could use or depict an image of their logo,
premises/retail as well as continuous repetition of slogans, and brand name. The
overall objective of marketing communication is to become known and memorable to
consumers. And established business usually maintains top-of-mind awareness,
implying that consumers will be thinking about the first when considering their
product or service category.
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