Question:

Evaluation and application of the communication model

Evaluate an IMC campaign for an Australian organisation you either work for or one for which you would like to work.

The report should be a critique and application of the communication model (see Chapter 5 of Belch et al, (2014) for the theoretical model).

Based on what you have learned and observed in this subject to-date and additional scholarly research ensure you include the following:

Briefly provide a context for your discussion regarding the importance of understanding communication in IMC and identify the organisation you have chosen.

Illustrate and discuss the theoretical communication model outlined by Belch et al, (2014).

Using the communication model, critically evaluate your chosen organisation’s approach to IMC. As stated earlier, you can choose your organisation, but it must be well known.

Applying what you have learned regarding IMC and the communication model, provide your recommendations for an appropriate communication strategy for the organisation including recommendations for suitable communication mix. Make sure your recommendations cater to the contemporary needs of customers/consumers.

Rationale

Learning outcomes addressed in this assessment include;

being able to evaluate theoretical concepts underlying integrated marketing communications;

being able to examine and evaluate various elements of a contemporary communication mix;

being able to critically evaluate marketing communications for a range of organisations and reflect on current organisational marketing by using communications tools.

Answer:

Introduction

            The following report is based on Integrated Business Communication which is a modern and innovative form of communication involving the mixture of marketing, public relation making process, management, organizational structure and strategies. Implementing the integrated communication in a business brings the much necessary fluidity to a business. The presence of such a communication model helps the companies to judge their external business environment and formulate strategies to avoid meeting with any form of risk. The development of a superior integrated network of communication channel is the basic feature of such a communication process. The use of such an advanced form of technology makes sure that the demands of the customers as well as the employees are accessed and monitored on a real time basis. The researcher in this following report has taken the example of Qantas Airlines which is one of the largest International Airlines of Australia. The aim of the report is to find out the different such integrated approach to business communication that has helped Qantas to fly to new heights.

Advertising

             Advertising refers to the production of various forms of advertisements for commercial products or services that are put for display through the different levels of communication channels (Barry et al. 2015). The mentioned Airlines Company has a well developed advertising system in place which has helped the company to attain a degree of competitiveness within the industry. The organization is not limited to showcasing their services but displays the different workers who work for them. The Executive brand, marketing and corporate affairs manager of Qantas, Ms. Olivia Wrath explains that the presence of a honest and trustable workforce has made the company trustworthy to such a large group of people. The series of advertisements that will be displayed will highlight the different workers of the industry who generally work behind the scenes. The innovative strategy of the company thus makes it the best in the business.

Integrated Marketing Communication

Evolution of Marketing Communication

            Marketing communication is one of the vital aims of every business entity. The modern definition terms marketing as the group of institutions and processes for the creation, communication and creating a value for each and every products to the customers. Integration of marketing thus refers to the integration of the different factors of marketing mix (Hill, Jones & Schilling, 2014). Globalization has changed the world and has brought a change in their daily habits. With larger disposable income, consumers are ready to spend much more to facilitate their demands. Qantas has changed to contemporary marketing styles accordingly which has helped it to retain the customers in the long-run. The organization now promotes itself in different social media platforms to capture the imagination of tech savvy individuals.

Digital Media

            According to Benn, Starik and Edwards Qantas have changed its marketing style and to increase profits and reduce the cost in the market it has shifted to digital marketing channels (Benn, Starik & Edwards, 2016). With an annual turnover of $522 million it has been one of the best earners of Australia. CEO of the company Mr. Allan Joyce reported that transforming to digital media channels has worked wonders for the organization. The biggest change came in acquiring a large database for customers, having updated information on the target market, approaching the niche customers personally to avail their brand and has helped in conversions at a much higher rate.

Social Media

            The use of Social media has been another main change that the company has adapted to make itself competitive in nature (Asif et al. 2013). The presence of the company in social media has helped it to connect with new generation customers who are active in social media. The mentioned organization has created a number of accounts in facebook, twitter and instagram where it interacts with the customers and addresses all their problems. Apart from this they promote their brand and display all the different schemes and offers of the company (Hanke, 2016).

Conclusions

            The following report has helped the readers to have a clear idea about the success story of Qantas. The thorough analysis of the report will be useful to analyze the different strategies used by the Airlines Company to achieve a stronghold in the market. Therefore it can be concluded that the researcher has been able to highlight the main determinants of the research which has made this research compact in nature.

References

Barry, B. R., Chodoronek, M. A., DeRose, E., Devine, C. Y., Studness, M. N., James, A. R., … & Tusa, M. (2015). U.S. Patent No. 9,197,599. Washington, DC: U.S. Patent and Trademark Office.

Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an integrated approach. Cengage Learning.

Benn, S., Starik, M., & Edwards, M. (2016). BUSINESS CASES FOR SUSTAINABILITY-INTEGRATED MANAGEMENT EDUCATION. Academy of Management.

Asif, M., Searcy, C., Zutshi, A., & Fisscher, O. A. (2013). An integrated management systems approach to corporate social responsibility. Journal of cleaner production, 56, 7-17.

Hanke, M. (2016). Airline e-Commerce: Log on. Take off. Routledge.

Turban, E., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2015). Social commerce: Foundations, social marketing, and advertising. In Electronic Commerce (pp. 309-364). Springer International Publishing.

Hammer, M. (2015). What is business process management?. In Handbook on Business Process Management 1 (pp. 3-16). Springer Berlin Heidelberg.

Sheth, J. N., & Sisodia, R. S. (2015). Does marketing need reform?: Fresh perspectives on the future. Routledge.