Components of Integrated Marketing Communications
Performing promotions via television and online media are two initiatives of marketing communication. The word “integrated” means that a company always deliver the same message in its promotion activities so that in every media the promotion still conveys similar message to ensure the effectiveness of promotion initiatives. In order to provide effective promotion, Sprint Nextel should pay attention to consumers’ culture and behaviour since they are most influential elements in marketing communications (Pennington 2005).
To be precise, data obtained from DoubleClick can help Sprint Nextel promotion activities in each of integrated marketing communication (IMC). Figure 1 shows suitable customer solutions that compose of several products: MediaVisor, DART for Advertisers, DART Search, DART Motif, Klipmart, and Strategic Services. Figure 1 Double Click’s Various Customers Solutions Source: www. doubleclick. com 3. 2 Advertising Basically, advertising composes of several activities including print, online, radio, and TV.
In order to have an effective advertising strategy, Sprint Nextel can take benefits of one of DoubleClick’s products: DART for Advertisers (DFA). DFA is basically a hosted and enterprise-class advertising management that enable marketers to achieve their online goals efficiently and effectively. Its advanced pricing feature, for instances, may help marketers in using various pricing model like CPA, Flat
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3. 3 Public Relations By definition, public relations (PR) are any activities that aim at managing communications between a company and its key public in order to generate appropriate image about the company. However, in IMC concept, PR also moves towards marketing. The idea of relationship marketing is a new form of public relation activity that has marketing nuances. Concerning the DoubleClick’s product that relate to public relations, Klipmart could be the one since it helps marketers to create video advertising or company profile solution that reach more than 98% of internet users.
According to DoubleClick, Klipmart has capability to increase interaction rate of customers since video message attracts customers more effectively. In addition, the incorporation of video advertising in Sprint Nextel’s marketing mix will strengthen the presence of Sprint Nextel’s TV advertising and enhance the branding effect (DoubleClick, 2006b). 3. 4 Sales promotion Basically, sales promotions are non-personal promotional activities that intend to have direct impact on sales of a product.
Some activities that are in the sales promotion category include media and non-media marketing communication, increase consumers demand, and improve product availability. One of DoubleClick’s products that can help Sprint Nextel in maximizing its sales promotion efforts is the MediaVisor. The product is uniquely created to help marketers of Sprint Nextel in executing and analyzing their interactive sales promotion programs much better (DoubleClick, 2006c). Figure 2 shows a Sprint Nextel online sales promotion that aims at having direct impact to sales.
However, in order to reach the page (as shown in the figure 2), consumers should perform several clicks that are tedious for some customers. Figure 2 A Sales Promotion of Sprint Nextel Source: www. sprint. com In order to simplify the sales promotion, MediaVisor can help Sprint Nextel in creating an easy-to-use interface, which is designed to reduce the number of clicks required to perform common actions. Therefore, the use of MediaVisor will significantly enhance the effectiveness of sales promotion process (DoubleClick, 2006c).