Promotions Adt

MMGP: Promotions ADT

Liberty University

Business 520; Strategic Marketing Management

Dr. John Royer

March 2, 2014

Abstract

Marketing managers of the 21st century have a vast choice of media channels through which to send marketing communications to customers. Along with traditional means of communications, the internet and e-mail has become a part of our everyday lives. Adding to that, communicating messages electronically through tablets, smart phones and cell phones has added communication channels exponentially by means of internet channel's banner ads, e-mail and blogs, and also text-messaging (SMS) and cell phone TV. In North America, it is estimated that 80 percent of population aged 18 and older owns a cell phone and about 70 percent of teenagers aged 13 to 17 have one also (Johnson, 2006). This paper will discuss Integrated Marketing Communications in the context of the American District Telegraph (ADT) Corporation. This paper will also discuss how the internet and its various means of communications could be used by ADT in their communications mix.

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MMGP: Promotions ADT

Describe, discuss and analyze all of the various Integrated Marketing Communication (IMC) mix components your product/service uses.

Integrated Marketing Communications (IMC) is the process by which different communication modes like advertising, public relations, sales promotion, direct marketing and personal selling are synergized to maximize the communication impact on target audience. The integrated marketing communication effort is a consumer oriented approach and not organizationally oriented. IMC is performed in a manner of synergy rather than in isolation (Naeem, Bilal & Naz, 2013). It’s because of this requirement to synchronize all modes of communications, that marketers are redefining the means by which they are communicating their brands. When analyzing the old and new channels of communications, to determine their relative effectiveness, marketers must...