marketing paper for tools used



a 1,200- to 1,450-word paper using the company that you selected for the Week 1 assignment in which you:

  • Identify three advertising tools that the company uses.
  • Examine each tool and the target market it tries to reach with the tools.
  • Evaluate the effectiveness of each tool and its reach to the intended target market.
  • Suggest changes to each tool to increase its effectiveness.
  • Assess one additional advertising tool the company could implement to reach its target market and why you think this would be a good addition to the advertising mix.

Integrated Marketing Communication
Devyn Kwiatkowski
Integrated Marketing
Integrated marketing communication is the use of all disciplines of marketing in a
comprehensive way so as to reach more customers and more appropriately (Kitchen & Burgmann,
2015). The disciplines of marketing include personal selling, advertising, and other forms of
product promotion. It is a process through which companies use to manage the relationship
between the customers and the stakeholders. The process mainly starts with the customers the
backward to the communicator of the brand. In other words, integrated marketing communication
sends a singular message to the customers of the business using a wide range of tools involved in
product promotion. Communication types that make up integrated marketing communication
include publicity, advertisement, events and experiences, and the sales promotions.
One of the reasons which are leading to companies to adopt the integrated marketing
communication is due to globalization. This has resulted in the whole world to become a global
village through which people from all parts of the world has come together. Because of these
phenomena, companies cannot rely on one marketing tool hence need a more comprehensive one
(Kitchen & Burgmann, 2015). Technological advancement, especially on the internet, has enabled
integrated marketing communication much simpler.
Sony Company
Sony Company is a Japanese multinational amalgam company whose headquarters are
located in Tokyo (Chang & Huang, 2016). Globally, Sony one of the leading company in
manufacturing, designing, developing, and distributing electronics devices. In the industrial
market, it is well known for selling audio, communications, and information technology. Sony’s
strategic objectives are to become the largest provider of services, entertainment, and network
consumer electronics. To do so, the company has deployed some sophisticated strategies that will
enable it to achieve its objectives. Examples of these strategies are giving the first priority to
marketing, listening to customers complaints and suggestions, paying more attention to future and
investing, and being patient after doing all these (Chang & Huang, 2016).
The company has placed its products in different groups. One of the groups is electronics
which comprises televisions, video, audio, among others (Chang & Huang, 2016). The next group
is game which comprises games console and software. These two are provided by Sony computer
entertainment. The other group is pictures have home entertainment and motion pictures which are
provided by Sony pictures entertainment. Financial services are another group that consists of
Sony Financial Holding (Chang & Huang, 2016). Other groups include Sony music entertainment
incorporation, Sony network service related business of So-net and Sony music japan incorporated.
In the world market, there are hundreds of companies that provide the same products as
Sony. For the come company to survive the stiff competition it has opted to diversify its products
from one industry to another (Chang & Huang, 2016). This enables the company to smoothly run
its operation throughout. This is because in case one product suffers loss, the rest comes and
replaces the gap financially. The company has also opened many branches almost in all continents
and their states. For Sony to be a remarkable brand and company, to ensures that it produces
products of a quality, variety, and at a convincing price to the customers.
Integrated Marketing Communication Plan in Sony Company
Due to the dynamic changes and increased competition in the business world, it is
important for the businesses to adopt advanced marketing strategies so as to survive the
phenomena. The strategies must be updated so as to win the hearts of more consumers of the
product produced. The integrated marketing plan used in Sony Company is to increase its sales by
increasing consumer base. The plan is to also establish its brand values and position to the
consumers. The plan involves segmentation, media planning, and tactic planning if integrated
marketing communication. This will enable the company to be steps ahead of its rival competitors
such as blackberry, Samsung among others producing the same products and services. The main
aim of the plan is to maintain the effectiveness of the company’s operations.
Tools for Integrated Marketing Communication
One of the tools used by the companies that apply integrated marketing is an advertisement.
This type of product promotion is one of the best tools used and especially in a situation where the
message is intended to cover a wide area. It may use television stations, radio stations, newspaper,
and social media platforms such as Facebook, Instagram, Twitter, and many more. The second
tool used is direct marketing. In this case, the company sends one or some of its representative
who sells the product in person to prospective customers (Kitchen & Burgmann, 2015). This is
mostly used in a situation where the product is new to the market. Another case which requires
direct is where the product needs technical application. The tool is also vital especially when
immediate customer’s feedback is needed. This is because, compared to other tools, direct selling
allows room for asking and answering questions.
The third tool that is used is public relation activities. This is where the company
voluntarily participates in the societies in activities that are not profit oriented (Kitchen &
Burgmann, 2015). For instance, the company may opt to fund a particular project that is for the
benefit of the society. By doing so, the society obtains positive attitude towards the products
offered by the company. This automatically increases the consumer base hence resulting in the
recording of higher sales.
Marketing Promotion Tools
In businesses that do not apply integrated marketing communication, they use other tools
which closely serve the same purpose of product promotion. A good example of tools used is an
advertisement which is carried out in newspapers and other magazines. The company may also
use direct mail to the consumers of the product (Fill & Turnbull, 2016). Other tools that may be
used by the company are free gifts that are likely to attract more customers as well as retaining the
current customers.
It may work well if these other tools are used together with an integrated marketing
communication plan. For instance, when a customer becomes a member through IMC, it would be
much appropriate when other tools such as after sale services are offered to him or her (Chang &
Huang, 2016). After sale services include free delivery within a given radius or sometimes it can
be limitless in terms of location. Another tool that can be used together with IMC is giving a
discount on goods bought by the customers. The best type of discount that is that reduces the cost
of the product when customers buy more goods (Fill & Turnbull, 2016). This encourages
customers especially those who are intending to resell the products to buy more.
Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated
marketing communication perspective. McGraw-Hill Education.
Chang, S. C. W., & Huang, H. (2016). Institutional logics, work, and outcomes: The case of
Sony and Toshiba in the HD optical disc standard war. The Journal of High Technology
Management Research, 27(1), 37-52.
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences, and
participation. Pearson.
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: Making it work at a
strategic level. Journal of Business Strategy, 36(4), 34-39.

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