ICM
Integrating several promotional tools to expose brands to potential customers can be referred to as integrated market communication (ICM). Samsung phones are part of the products and services of Samsung company. Samsung company uses many marketing tools and strategies as a way of promoting their products. The company uses both push and pull plan as an integrated market communication to brand their products. Samsung places its products through sales and marketing approaches by significantly investing in traditional advertising.
Additionally, it uses social networking sites such as Twitter, Facebook, and YouTube to maintain their online presence regularly. Moreover, Samsung marketing activities give clear and accurate information about the product, helping the customer decide whether to buy the product. Furthermore, Samsung uses print advertisement, TV advertisement, and also point of sale advertisement.
I receive many direct messages and see plenty of ads every time I connect to the internet of Products from amazon retail shop. For example, I once bought a watch online from the amazon retail shop, and now the messages that I mostly receive are of new stocks and promotions based on gadgets and new watches products. The ways and strategies that Amazon has put in place in product brand promotions show how this company has widely used integrated market communications. Most companies have used different product promotion approaches like; social media promotion, product giveaways, and samples branded promotional gifts, aftersales customer surveys, print Ads, online Ads, TV, Radios, and direct mail. At this digital age, I often research the products that I wish to buy on the internet. Additionally, this search history has been used to send me marketing messages of some products that I currently don’t even need.
Reference
O’Guinn, T. C., Allen, C. T., & Semenik, R. J. (2013). Promo2. South-Western.