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APA
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Business & Marketing
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Topic:

IMC objectives (Business & Marketing Essay)

Essay Instructions:

Using this reading from LW3(Determining IMC Objectives and Approach) https://courses(dot)lumenlearning(dot)com/marketing-spring2016/chapter/reading-determining-imc-objectives-and-approach/ as a guidepost, please develop marketing objectives and SMART goals for your organization. 
In a word document, complete steps 1-3 from the reading:
(for my selected org-pmCAN, please see “Jin_Organization Selection & Channel Audit”)
(for my audience persona, please see “Jin_Persona_for_pmCAN”)
1. Select a target audience - For your final plan, you will need to have a target audience to reach in your IMC campaign. This audience should be as specific as possible and based on what the organization is trying to do overall. Please share who your target audience is, an overview of their demographics (where they live, their age, their income, etc.) and what types of media they consume the most,  why they are important to your organization, and what do you ideally want this audience to do. (250 words)
2. Determine IMC campaign objectives - Using the AIDA model, outline one objective at each stage for your target audience. The more specific and detailed the better. The "typical" ones outlined in the article are not sufficient; if brand awareness is important, how come? Tell me what it means when your target audience becomes "aware" of the organization's brand. (500 words for all objectives).
3. Create SMART goals - For each of your objectives, right 1-2 or SMART goals that reflect what you're hoping to accomplish at each AIDA stage. Here https://blog(dot)hubspot(dot)com/marketing/marketing-objectives
is an example of more SMART goals that you can adapt for your own organization.  (250 words)
4. Please be sure to cite your sources, especially in section 1. Everything you claim must be substantiated by personal experience or an outside source (points will be taken off, if not).

Essay Sample Content Preview:

IMC objectives
Name of student
Name of Institution
OMC objectives
Target Audience
Defining the audience in Integrated Marketing Communication (IMC) campaigns is an essential input because different market segments have different media usages (Principles of marketing, 2020). The media might have distinctive characteristics that may affect the effectiveness of market activities. Currently, six major categories of digital media can be used in IMC objectives, for instance, email marketing, brand websites, mobile apps, social media, digital print, and streaming videos (Juska, 2018). In pmCAN studio, the target audience is the millennial born when the world experienced rapid technological advancements. pmCAN studio deals in quality production video and the target audience are millennials because of their vast use of digital media. The action to be taken is to conduct campaigns to ensure target customers are aware of the services of the studio. Specifically, the target audiences are Funway (25), Motte (26), and Roco (29).
The three are chosen because the tasks they involve themselves in require digital media production; for instance, freelance musician, film making, and cinematographer. Funway is a freelance musician who lives in New York City in the USA and has a $60k-$70k. She uses mostly SoundCloud, Youtube, Instagram, BiliBili to check comments from her audience. The organization can do a better illustration of her videos by making quality music videos. Motte is a filmmaker who lives in Los Angeles and has a net income of $65k. She uses mostly Facebook, Instagram, Melonmusic, and Webtoon as her main social media platforms. She is vital for the organization as she intends to create a team on film-making, which means that she will combine with others and create quality content films. The organization will help Motte by giving her a chance to practice to increase her skills in film making. Roco is a cinematographer who lives in Seoul in Korea and has a net income of $85k. She will bring a new style to the organization because of her modeling experience. The organization can help her by giving her a platform to showcase her talent.
IMC campaign objectives
This step is crucial because it states what the campaign will accomplish due to its IMC efforts (Principles of marketing, 2020). The AIDA model is used to describe specific objectives at each stage. AIDA stands for Attention, Interest, Desire, and Action. In the Awareness stage, the organization needs to look for an audience that can help in awareness campaigns, which will, in turn, increase the number of views on media platforms. Funway is a musician and has fans on her various platforms. When the organization involves her in the IMC campaigns, she will always tag the media platforms of the organization, thus attracting mass following. When the target audience is aware of the brand of the organization, it will attract more customers. Here, the point is there will be fans or customers that follow Funway on social media platforms but not pmCAN studio; therefore, tagging the media will allow those fans to learn or know the studio and follow it on social media platforms. Awareness campaigns in business drive customer decisions about brands to differentiate the brands fro...
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