Mkt 421 Week 4 Integrated Marketing Communication

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Harley Sanchez Professor White Advertising October 24, 13 1) Marketing is one of the major success pillars of a product; marketing communication plays a major role in influencing consumer purchases in new product categories. The informative role of marketing communication is likely to have a much larger effect with uninformed consumers than with consumers who are better informed. Integrated Marketing Communication. IMC is a simple concept; it ensures that all forms of communication and messages are carefully linked together. IMC involves the coordination of all forms of marketing communications into a unified program that maximizes the impact upon consumers and other types of customers. These are the seven major components of the integrated…show more content…
This effective IMC plan worked well with protégé and showed increase on sales by 33 % with increase of costumer perception on MAZDA as quality, reliability. The advertising strategy for the MAZDA6 departed from the approach used for the Protégé, as it involved what the company describes as a “more mature” effort that is designed to position the car as a refined, sporty one Zoom Zoom line. TV spots and print ads focused on attributes such as styling, performance and handling with each calling out mechanical features like zero-loss brake boosters, double-cone synchronizers and/or the MAZDA. We must consider its use in car’s double wishbone suspension. Promotion strategy spent heavily on IMC with 12% of their budget. Promotions were done in magazines, newspapers, they also had a deal with ESPN which includes advertising Mazda ESPN’s various media such as, print (ESPN Magazine), TV, radio and the Internet as well as in ESPN Zone restaurants. . It also integrates the MAZDA6 into various promotions such as ESPN’s “Pigskin Pick’Em” game. MAZDA6 also includes an extensive publicity/public relations campaign, direct mail, and the use of interactive media such as online advertising,…show more content…
The commercials are designed to reflect a more “grown-up” approach, with the young boy that appeared in the Protégé ads removed but still delivering the “Zoom-Zoom” phrase in the voiceover. The ads also use more action shots of the car and its workings. Promotions were done in magazines, newspapers; they also had a deal with ESPN, which includes advertising company's new Stylish, Insightful, and Spirited design. The Mazda6 is the successor of the Mazda 626. The advertising strategy is no more similar with the protégé; it has pictures as the more matured version or model, so continuing with the Zoom Zoom theme, made was the first example of a less playful than the protégé, as it is mainly targeted to the Mazda ESPN’s various media such as, print (ESPN Magazine), TV, radio and the Internet as well as in ESPN Zone restaurants. I do agree to their with their more mature and less play full advertising strategy, because there should not be single strategy for all the models, using the different strategies from protégé helped 6 model to make its own mark and stand in the top 10 bestselling cars helping company increase market

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