Integrated Marketing Communication Mix : A Marketing Strategy
Integrated Marketing Communications mix consists of advertising, sales promotions, events and experiences, public relations and publicity, online and social media marketing, mobile marketing, direct and database marketing, and personal selling (Kotler & Keller, 2016). In order to fully disseminate a product into a market, marketers must work to calculate an equilibrium of marketing communication modes. “IMC now commonly is understood as an audience-driven business process of strategically managing stakeholders, content, channels, and results of brand communication programs” (Ots & Nyilasy, 2015, p. 132).
Advertising consists of the promotion of ideas, goods, or services through various media platforms (Kotler & Keller, 2016). Google Chromecast has not been an overly advertised product as Google has let its loyal customers search for themselves over its expansive product list (Torres, 2015). Through a new marketing campaign, Google has found an appealing tagline that, in conjunction with an appealing and informative videos, makes consumers feel they cannot help but love Chromecast. “Don’t love it a little, love it a lot” has opened up a new arena for Google Chromecast to fight with competitors in the media marketplace.
Google Chromecast offers several sales promotions to its customers such as a free 90 days of unlimited Google Play music with the purchase of a Google Chromecast dongle in the United States (Latest Offers, 2016). In the…