Your assignment is to analyze a company’s approach (any company of your choice) to the integrated marketing communications concept by assessing their activities associated with earned, owned, and paid media by doing the following:
Research and define the marketing terms: earned, owned, and paid media.
Choose a brand or product sold by this company. Analyze the company’s approach to each of the three types of media used to promote this brand or product.
Synthesize your findings and describe the company’s overall approach to this brand and describe the brand’s/product’s target audience, pricing strategy, and distribution strategy.
Wrap up your paper with a strong, one-paragraph conclusion that summarizes your key findings vis-à-vis the three types of media and how they fit into the company’s overall brand/product strategy.
Your paper should be 4-6 pages in length (1200-1800 words) and conform to the CSU Global Writing Center (https://csuglobal.libguides.com/writingcenter). Include at least four scholarly references, including one peer-reviewed article, preferably from the CSU Global library.
Introduction Integrated Marketing Communications (IMC) is a marketing strategy that combines various promotional methods to create a unified and seamless experience for the target audience. Companies often use a combination of earned, owned, and paid media to promote their brand or product. In this analysis, we will examine the approach of Apple Inc. to the integrated marketing communications concept by assessing their activities associated with earned, owned, and paid media for the iPhone.
Marketing Terms Defined Earned media is the publicity generated by unpaid coverage of a brand or product in various media channels. It can include social media mentions, reviews, and recommendations from influencers and media outlets. Owned media is the content produced and controlled by the company for its promotional activities. It includes the company's website, blog, social media pages, and any other digital assets. Paid media is the advertising that a company pays for to promote its brand or product. It includes various channels such as television, radio, print media, digital media, and outdoor advertising.
Apple's Approach to Earned Media for iPhone Apple has a strong reputation for creating high-quality products that generate a lot of buzz and excitement among the tech community. The iPhone is one of Apple's most popular products, and it has a loyal following of fans who eagerly anticipate each new release. Apple leverages this excitement to generate earned media coverage for the iPhone. Tech bloggers, journalists, and influencers frequently review and share their thoughts on the latest iPhone models, creating a buzz around the product. This generates valuable word-of-mouth advertising for Apple.
Apple's Approach to Owned Media for iPhone Apple has a strong digital presence, and it uses its owned media channels to promote the iPhone. The company's website and social media pages are the primary platforms for promoting the iPhone. Apple's website features in-depth product descriptions, technical specifications, and customer reviews. The website is also home to the App Store, which is a critical component of the iPhone's overall value proposition. Apple's social media pages are used to share product updates, promotions, and other news related to the iPhone. The company's social media posts often feature high-quality visuals and videos that showcase the iPhone's features and capabilities.
Apple's Approach to Paid Media for iPhone Apple's approach to paid media for the iPhone is strategic and targeted. The company invests heavily in television and digital advertising to promote the iPhone. Apple's television commercials are often simple and elegant, showcasing the product's design and features. The company's digital advertising is targeted towards specific audiences based on their interests and behavior. For example, Apple may target its digital ads to users who have shown an interest in technology or who have previously purchased an iPhone.
Synthesis of Findings Apple's overall approach to the iPhone is to create a seamless and unified experience across all three types of media. The company leverages the excitement and buzz generated by its fans to generate earned media coverage. It then uses its owned media channels to provide in-depth product information and promote the product's features and capabilities. Finally, the company invests in strategic and targeted paid media to reach a wider audience and promote the iPhone's unique value proposition.
The iPhone's target audience is tech-savvy individuals who value design, functionality, and innovation. The pricing strategy for the iPhone is premium, with the company positioning the product as a high-end device that provides superior value and performance. The distribution strategy for the iPhone is exclusive, with the company primarily selling the product through its own retail stores and authorized resellers.
Conclusion Apple's approach to the integrated marketing communications concept for the iPhone is a cohesive and effective strategy that leverages earned, owned, and paid media. The company's strategy for each type of media is unique and tailored to the specific strengths of that channel. Apple's use of earned media generates buzz and excitement around the product
, while its owned media channels provide detailed information and promote the product's features. The company's paid media efforts reach a broader audience and reinforce the iPhone's value proposition. Overall, Apple's approach to integrated marketing communications for the iPhone aligns with its brand image of innovation, design, and quality.
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