Essay on Marketing Of Integrated Marketing Communication

936 Words Nov 9th, 2015 4 Pages
Target is well known for their “cheap chic” and “Expect More. Pay Less.” mottos. For years Target has proved successful and is an expert in constantly differentiating their brand against other competitors. Using the IMC or integrated marketing communication process one can compare and contrast how Target sells and communicates their brand to consumers. Rimkienė provides a wonderful definition of integrated marketing communication:
The process of the integrated marketing communication is very similar like marketing communication process, but integrated communications provide an approach designed to deliver one consistent message to receivers through an organization’s promotions that may span all different types of media such as TV, radio, magazines, the Internet, mobile phones, professional selling, social media at the same time (2013, Integrated Marketing Communication: Theoretical Approach).
In short, IMC uses all forms of communication and promotional tools to form a cohesive and successful company.
Target has been successful differentiating themselves using “trendy styles at affordable prices” because Target fully understands their target market. Target sells to a cost conscious higher class and therefore must ensure the store’s clean atmosphere reflects those expectations.
In relation to IMC, Target uses its advertising and promotional campaigns to their advantage. They are involved in the community, sponsor events, and also advertise at popular award shows…

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