IMC Report Assignment: Budget and Communication Objectives

Integrated Marketing Communication
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Table of Contents
 TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc462476532" Abstract  PAGEREF _Toc462476532 \h
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 HYPERLINK \l "_Toc462476533" The Samsung VR Gear  PAGEREF _Toc462476533 \h
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 HYPERLINK \l "_Toc462476534" Literature Review  PAGEREF _Toc462476534 \h
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 HYPERLINK \l "_Toc462476535" Integrated business communication plan  PAGEREF _Toc462476535 \h
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 HYPERLINK \l "_Toc462476536" Identification of the various marketing communications  PAGEREF _Toc462476536 \h
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 HYPERLINK \l "_Toc462476537" Developing a marketing communication plan  PAGEREF _Toc462476537 \h
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 HYPERLINK \l "_Toc462476538" Understand the customer decision-making process  PAGEREF _Toc462476538 \h
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 HYPERLINK \l "_Toc462476539" Implementing the communication plan  PAGEREF _Toc462476539 \h
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 HYPERLINK \l "_Toc462476540" Marketing Segmentation  PAGEREF _Toc462476540 \h
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 HYPERLINK \l "_Toc462476541" Demographic segmentation  PAGEREF _Toc462476541 \h
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 HYPERLINK \l "_Toc462476542" Behavioral segmentation  PAGEREF _Toc462476542 \h
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 HYPERLINK \l "_Toc462476543" Marketing Communication Objectives  PAGEREF _Toc462476543 \h
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 HYPERLINK \l "_Toc462476544" Integrated marketing communication tools  PAGEREF _Toc462476544 \h
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 HYPERLINK \l "_Toc462476545" Advertisements  PAGEREF _Toc462476545 \h
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 HYPERLINK \l "_Toc462476546" Sales promotion  PAGEREF _Toc462476546 \h
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 HYPERLINK \l "_Toc462476547" Direct marketing  PAGEREF _Toc462476547 \h
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 HYPERLINK \l "_Toc462476548" Styles of Creative Advertising  PAGEREF _Toc462476548 \h
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 HYPERLINK \l "_Toc462476549" Technical orientation  PAGEREF _Toc462476549 \h
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 HYPERLINK \l "_Toc462476550" Category-dominance orientation  PAGEREF _Toc462476550 \h
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 HYPERLINK \l "_Toc462476551" Experiential/ symbolic orientation  PAGEREF _Toc462476551 \h
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 HYPERLINK \l "_Toc462476552" Developing a media plan  PAGEREF _Toc462476552 \h
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 HYPERLINK \l "_Toc462476553" Stating the media objectives  PAGEREF _Toc462476553 \h
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 HYPERLINK \l "_Toc462476554" Evaluating and selection of the media channel  PAGEREF _Toc462476554 \h
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 HYPERLINK \l "_Toc462476555" Setting the media budget  PAGEREF _Toc462476555 \h
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 HYPERLINK \l "_Toc462476556" Conclusion  PAGEREF _Toc462476556 \h
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 HYPERLINK \l "_Toc462476557" References  PAGEREF _Toc462476557 \h
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Abstract
The essay looks into the promotion and marketing strategies that can be used to promote Samsung Virtual Reality gear. The discussion is based on the design and implementation of integrated marketing communication strategies that will enhance the creation of customer awareness and thus creating preference on the device over other models. The IMC plan entails the identification of possible markets in the educational tourism industry based on demographic and behavioural demographics. The creative advertising styles and the media channels to be employed in the IMC plan are centered on three basic styles that include category-dominance, functional, and symbolic orientation. Also, the communication tools that are used in IMC programs that include advertisements, direct marketing and self-promotion significantly aid in the commercialization of new products in a competitive market.
The Samsung VR Gear
Samsung VR gear is a virtual reality product, which functions as a computer-generated milieu which, when viewed with the human eye leads to the creation of the 3-D virtual image, sounds, and sensations, which conform to the happenings in the real world (Samsung, 2016). Samsung VR gear has received appreciation in movies, the gaming industry and recently educational tourism sector. The product allows a panoramic view of up to 360 degrees that guarantees a sufficient immersion of the viewer in the simulated world.
Literature Review
Integrated business communication plan
Edwina Luck in his article on the new perspective of IMC refers to integrated marketing communication as the diverse ways through which companies or organizations communicate about themselves, the products they produce or supply, and the services rendered. It is an integration of marketing, promotion, public relations, and advertisement and communication strategies (Luck, 2009). The plan provides a guideline for an enterprise to deliver information to the target customers and enhance healthy interactions.
Elyse Flynn Meyer highlights on the steps towards the development of an integrated marketing communications strategy. She emphasizes the importance of IMC in promoting awareness of a particular market brand within the intended market since the customer, and the producer or distributor get to know each other well and thus easing the start of a sales process. The steps are as follows.
Identification of the various marketing communications
Communication between the distributor and the client can be done through several means. In her opinion, identifying the most appropriate method is essential for efficiency. The methods include online content marketing, advertisement, sales promotions and the use of social media (Meyer, 2016).
Developing a marketing communication plan
The proper methods and channels through which to communicate should be specified and the various efforts aligned with all the sales and marketing programs thus ensuring content consistency across all channels. Meyer also opinions that the fundamental concept should be delivering the required information at the right place and time.
Understand the customer decision-making process
During the design of a marketing plan, it is essential to know what determines the decision by a client to buy an item and thus discover what will make them decide to prefer your products. Most customers quickly recognize problems, search for details, identify products that solve their problems and choose the alternative to buying (Meyer, 2016).
Implementing the communication plan
According to Meyer, it is essential to create a communication strategy that focusses on the customer through education and bonding thus creating prospects that favorably distinguishes the company as the best alternative to satisfy their needs. The communication methods are chosen should reach the audience and present a seamless, integrated and consistent information (Meyer, 2016).
Marketing Segmentation
Educational tourism is the key target industry for the Samsung VR IMC plan. Samsung VR has a perfect compatibility with Galaxy S7, S6, and Note 5 models and the marketing segmentation of the VR gear will follow Samsung’s youth appeal strategy. The target population will be college student aged between 18 and 25 and the other individuals in the educational tourism industry. The VR IMC plan will follow the previous Samsung’s marketing research for its smartphone products that are compatible with the VR’s primary component 360-degree camera. The main driver in the demographic consumption of VR gear will be determined by the way the equipment interact with Samsung’s devices. The segmentation of the VR market will be based on demographic, psychographic and behavioural segmentations (McDonald & Dunbar, 2013).
Demographic segmentation
Demographic segmentation is based on the key variables such as nationality, race, religion, occupation, income, and age. However, educational tourism cuts across all nationalities, races, religions, and incomes. They are the demographic ages that can be found in coll...