Marketing 500

Strayer University

Marketing- MKT 500

Week 8: Assignment 4

Dr. Shirley McLaughlin

August 25, 2013

Assignment 4: IMC and Customer Satisfaction 

Discuss the company’s advertising strategy and how it aligns with its marketing goals.

Advertising strategies are campaigns developed by businesses to encourage customers to purchase goods or services to a particular target audience by geographic location, price points, special offers, websites, and television (Lacobucci, 2012). A marketing plan should begin with a goal. These goals can be near future sales goals or longer term goals. When advertising, companies should communicate to its customers regarding its products, brands, and position (Gitomer, 1998) in the marketplace. There are several types of advertising; television commercials, print ads, radio, and billboards. Integrated Marketing Communications (IMC) is an approach to achieving the objectives of a marketing campaign, through different promotional methods that are intended to reinforce each other (Schultz, 2008).

Advertising is important because it makes customers aware of information regarding brands and products within a company. Advertising is done both short and long term. Short terms goals occur immediately after an ad is placed and long term is the opposite, occurs long after an ad is placed. Although advertising is known to generate sales and profitability it does not happen in all cases. The roll of advertising is to strength brand awareness of Prepaid International Calling (PIC) service with positive attitudes of its products. Before PIC can participate in marketing, as marketers we must know the company’s marketing strategy. Using the model of goals; Attention, Interest, Desire, and Action (AIDA) allows us to receive valid information regarding interest brand.

While advertising, marketers look into ad campaigns for decision making; Cognition, Affect, and Behavior. Cognition is an increasing tool with enfaces on increasing...