Integrated Marketing Communications Essay Example | Topics and Well Written Essays - 3250 words

Integrated Marketing Communications - Essay Example Nevertheless, the integration of communication tools helps overcome both challenges, as the mix helps create the brand awareness and enhance the brand recall as well as enhances the brand recall. Companies use different communication tools also known as the promotional mix such as: PR, sales promotions direct marketing and personal selling (Luxton & Mavondo, 2008). These communication tools differentiate among each other; however, the companies use them for the same reasons, such as to maintain the brand awareness, as well as to enhance the relationships with its stakeholders (Fill, 2009) The following report will evaluate the functions of the various marketing communication tools and compare the effectiveness of them. The report will also construct the marketing campaign for Cadbury corporation in order to deeply understand how those tools are used in practice. Advertising is one of the effective methods to promote the increase awareness of the brand in the mass media (Egan, 2007) (Table 2). The main advantage of the advertising is that the numerous channels are able to reach large audience, such as TV or print ads in magazines (Baines & Fill, 2011). Fill (2009) suggested that people who show a positive response to advertising are more likely to purchase a product than those whose attitude is neutral. Therefore, advertisers are particularly interested in creating an extraordinary with the â€Å"wow effect† message in their campaigns in order to make the customer’s experience memorable (Jo, 2004). Advertisers are able to use numerous features to enhance the appeal of the advertising, for example, some brands decide to use logical appeals that simply explain the â€Å"reason-why† its product outshines everything else in the market and attract the customer by functional reasoning (Miller, 2011). However, mass marketing is not useful for creating the long term relationships with the customer, as the