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, …show more content…
The first step is “identifying the target audience”. Target has been tracking their target market since the beginning and still continues to do so through surveys. The identified target market portrays high brand loyalty for Target which is evident in their success. Target determines their communication objectives by fulfilling a category need such as a quality product at a low price (Keller & Kotler, 2012, pg. 482). The “brand awareness and recall” of Target stores and the Target logo is widely known throughout the country. Also the “brand attitude” of Target is an overall positive perception based on the clean atmosphere and helpful customer service (Keller & Kotler, 2012, pg. 483). The next objective Target exonifies is design communications in which “to achieve the desired response required solving three problems: what to say (message strategy), how to say it (creative strategy), and who should say it(message source)” (Keller & Kotler, 2012, pg. 484). Target’s television commericial advertising is successful in this area because Target communicates the product clearly using a clever song or phrase to illustrate the message. The message source usually consists of young models who display satisfaction or happiness which will communicate a product need to the customer. Target has had the most success with integration of communication channels in …show more content…
As if they were saying, “the recession is hard on all of us.” Also, it is important for companies to balance the supply and demand of consumers with respect to the economic times at hand. Either Target was going to maintain their values, suffering financially, or continue to differentiate themselves based on the consumer and the economic status. Target was smart to change their tactics to suit both Target, their market, and the economic situation. For example, Basker discusses price with respect to the
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, …show more content…
The first step is “identifying the target audience”. Target has been tracking their target market since the beginning and still continues to do so through surveys. The identified target market portrays high brand loyalty for Target which is evident in their success. Target determines their communication objectives by fulfilling a category need such as a quality product at a low price (Keller & Kotler, 2012, pg. 482). The “brand awareness and recall” of Target stores and the Target logo is widely known throughout the country. Also the “brand attitude” of Target is an overall positive perception based on the clean atmosphere and helpful customer service (Keller & Kotler, 2012, pg. 483). The next objective Target exonifies is design communications in which “to achieve the desired response required solving three problems: what to say (message strategy), how to say it (creative strategy), and who should say it(message source)” (Keller & Kotler, 2012, pg. 484). Target’s television commericial advertising is successful in this area because Target communicates the product clearly using a clever song or phrase to illustrate the message. The message source usually consists of young models who display satisfaction or happiness which will communicate a product need to the customer. Target has had the most success with integration of communication channels in …show more content…
As if they were saying, “the recession is hard on all of us.” Also, it is important for companies to balance the supply and demand of consumers with respect to the economic times at hand. Either Target was going to maintain their values, suffering financially, or continue to differentiate themselves based on the consumer and the economic status. Target was smart to change their tactics to suit both Target, their market, and the economic situation. For example, Basker discusses price with respect to the