This is the creative week! You will use what you have learned in the last two modules to create an Integrated Marketing Communications Plan for your product/service. In business world, materials like this are presented clients or upper management; be persuasive in your recommendations.
QUESTION
This is the creative week! You will use what you have learned in the last two modules to create an Integrated Marketing Communications Plan for your product/service. In business world, materials like this are presented clients or upper management; be persuasive in your recommendations.
You will report on three communication channels:
Digital Marketing (REQUIRED)
Select two of the following:
Broadcast Advertising (TV, radio)
Print Advertising
Outdoor/Out-of-Home Advertising
Sales Promotion
Direct Marketing (traditional)
Public Relations
Personal Selling
Communications Channel 1: Digital Marketing
Why was it chosen? Explain how it is a good fit for your target market.
Advantages/drawbacks (research required)
Detail the media plan: What types of digital marketing will be used? Why?
Communications Channel 2
Why was it chosen? Explain how it is a good fit for your target market.
Advantages/drawbacks (research required)
Detail the media plan: What aspects of the marketing communications channel will be used? Why?
Communications Channel 3
Why was it chosen? Explain how it is a good fit for your target market.
Advantages/drawbacks (research required)
Detail the media plan: What aspects of the marketing communications channel will be used? Why?
Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I,” “we,” and “you” are not appropriate.
ANSWER
Integrated Marketing Communications Plan for Product/Service
Introduction
The following Integrated Marketing Communications (IMC) plan outlines the communication channels to be used for promoting a specific product/service. The chosen product/service is a new health and wellness app designed to help individuals track their fitness goals, monitor their diet, and receive personalized recommendations for a healthier lifestyle. The target market for this product/service comprises health-conscious individuals aged 25-40, who are tech-savvy and actively seeking ways to improve their well-being.
Communications Channel 1: Digital Marketing
Digital marketing has been chosen as the primary communication channel due to its ability to reach the target market effectively. With the target market being tech-savvy individuals, digital marketing aligns perfectly with their digital lifestyles. According to a study by Pew Research Center (2019), 95% of adults aged 25-40 in the United States own a smartphone, indicating a high level of digital engagement.
Advantages of Digital Marketing
Wide Reach: Digital marketing allows for a broad reach through various platforms such as social media, search engines, and email marketing, ensuring maximum exposure to the target market.
Targeted Advertising: Digital marketing enables precise targeting based on demographics, interests, and online behavior, ensuring that the message reaches the right audience.
Measurable Results: The effectiveness of digital marketing campaigns can be easily tracked and measured, providing valuable data for optimization and decision-making.
Media Plan for Digital Marketing
The media plan for digital marketing will include the following types of digital marketing:
Social Media Marketing: Utilizing platforms such as Facebook and Instagram to create engaging content, run targeted advertisements, and interact with the target audience through comments and direct messages. This will increase brand awareness and drive app downloads.
Search Engine Marketing (SEM): Implementing pay-per-click (PPC) campaigns on search engines like Google, targeting relevant keywords related to health and wellness. This will ensure visibility when users search for related terms, driving traffic to the app’s website.
Influencer Marketing: Collaborating with fitness influencers and wellness bloggers to promote the app through sponsored posts, videos, and reviews. This will leverage their credibility and reach within the target market.
Communications Channel 2: Broadcast Advertising (TV, Radio)
Broadcast advertising has been chosen as the second communication channel due to its wide reach and potential to create mass awareness among the target market (Wakefield et al., 2010). While the digital marketing channel is effective in targeting specific individuals, broadcast advertising complements it by reaching a broader audience.
Advantages of Broadcast Advertising
Mass Reach: TV and radio advertising allow for reaching a large audience simultaneously, making it suitable for creating widespread awareness of the app.
Visual and Auditory Impact: Broadcast advertisements combine audio and visual elements, enabling the creation of engaging and memorable messages that resonate with the audience.
Emotional Connection: Broadcast advertising has the power to evoke emotions through storytelling and audio-visual stimulation, fostering a strong connection with the target market.
Media Plan for Broadcast Advertising
The media plan for broadcast advertising will include the following:
Television Advertising: Placing ads during prime time slots on popular health and lifestyle channels, targeting shows and programs that attract the target market (Yamoah et al., 2021). The ads will focus on showcasing the app’s features and the benefits of using it to achieve a healthier lifestyle.
Radio Advertising: Running radio spots during morning and evening drive times on radio stations popular among the target market (Weitzman, 2023). The ads will emphasize the convenience and ease of using the app to track fitness goals and receive personalized recommendations.
Communications Channel 3: Public Relations
Public relations (PR) has been chosen as the third communication channel as it provides opportunities to build brand credibility and establish a positive reputation in the market. PR efforts will help create a favorable perception of the app among the target market and enhance its overall image.
Advantages of Public Relations
Credibility and Trust: PR activities, such as press releases, media coverage, and influencer partnerships, can enhance the credibility and trustworthiness of the app, leading to increased adoption by the target market.
Brand Building: PR allows for the creation of a positive brand image through strategic messaging, storytelling, and positive media coverage, attracting potential users and stakeholders.
Crisis Management: PR plays a crucial role in managing any potential crises or negative publicity, allowing for timely and effective communication to address concerns and maintain trust.
Media Plan for Public Relations
The media plan for public relations will include the following strategies:
Press Releases: Issuing well-crafted press releases highlighting the app’s unique features, partnerships, and success stories to relevant media outlets, both online and offline. This will generate media coverage and increase awareness.
Media Outreach: Establishing relationships with health and wellness journalists, bloggers, and influencers to secure interviews, features, and product reviews. This will provide credible endorsements and expand the app’s reach.
Community Engagement: Participating in health and wellness events, sponsoring local fitness challenges, and collaborating with relevant organizations to demonstrate the app’s commitment to the well-being of the community. This will generate positive word-of-mouth and strengthen the app’s reputation.
Conclusion
The integrated marketing communications plan for the health and wellness app combines digital marketing, broadcast advertising, and public relations to effectively reach and engage the target market. By leveraging the strengths of each channel, the plan maximizes brand visibility, builds credibility, and establishes a positive brand image. This comprehensive approach will drive app downloads, increase user engagement, and position the app as a trusted and valuable tool for achieving a healthier lifestyle.
References
Wakefield, M., Loken, B., & Hornik, R. C. (2010). Use of mass media campaigns to change health behaviour. The Lancet, 376(9748), 1261–1271. https://doi.org/10.1016/s0140-6736(10)60809-4
Weitzman, C. (2023, May 20). 5 Things You Need To Know About Radio Advertising 🚀 Speechify. Speechify. https://speechify.com/blog/things-to-know-about-radio-advertising/
Yamoah, D., De Man, J., Onagbiye, S. O., & Mchiza, Z. (2021). Exposure of Children to Unhealthy Food and Beverage Advertisements in South Africa. International Journal of Environmental Research and Public Health, 18(8), 3856. https://doi.org/10.3390/ijerph18083856

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