“Integrated Marketing Communication recommends that marketers focus at the customer first – his or her preferences, buying patterns, media exposure, and other factors – and then customer is exposed to the products that fits its need through mix of communication methods which the customer find more attractive and credible” (Naeem, Bilal, & Naz). Advertisement for organizations is a key method that companies promote products and inform consumers about products, services, and developments that the organization is offering to the public, while simultaneously conveying an intended message to the audience about the need to purchase the service or products that are being offered. In the Asnan Tower advertisement the significance on dental care and presentation are two key concepts that wee highlighted in the advertisement. The lack of adequate dental care was the cause of disdain and rejection from the man whose family was attempting to locate a wife for him to marry. Overall, the advertisement shows that any person can go to Asnan Towers for adequate healthcare. The Asnan Towers advertisement is a prime example of an integrated marketing communication tool that uses various components to showcase products and advertisement to diverse consumers, customers, audiences, and based on market needs. In this paper, a consumer-focused approach will be used to illustrate five different types of advertisement components that can be implemented and that comprise an effective advertisement campaign. The five components that will be discussed in detail are traditional media, online/digital/internet website, alternative marketing, consumer promotions, and personal selling. The organization that will be analyzed in regards to the aforementioned concepts is Asnan Tower.
Traditional Media
Traditional media though no longer classified as the primary way of advertising products to consumer and customer, can still be very effective. For instance, traditional media includes advertisement in newspaper, television. Magazines, television, etc. The reason that this type of advertisement is beneficial for Asnan Tower is because it markets to different target audiences, while providing a digital representation of the dental services and beautification processes that are offered by Asnan Tower. Television will use a 30 second slot to solidify a commercial that is equitable in quirkiness, comedy, and necessity that the you tube advertisement displays. The second component of traditional media that is deemed as being useful is `advertisements in the newspaper. Advertisements in the newspaper are beneficial to expanding the target audience to a more mature audience by advertising Asnan Towers into the newspaper (Williams & Page, n.d.). Traditional media is beneficial to conveying messages to various generations and providing the necessary resources that cpture the attention of different age groups and various comprehensive levels of the products and services that are shown. Therefore, because dentistry is a field in which all people need care, traditional advertisement is excellenct for illustrating the significae of adequate health care regardless of age. The employment of traditional media embraces the learning and conceptualization differences of older and younger generations through marketing. Hence, traditional media allows consumers to excersice thaeir preference for more traditional and less technology prompted advertisement tools.
Online/Digital/Internet Website
With technology being a leading and driving strategic indicatives for so many organizations, online, digital, and Internet websites are great tools that are used in marketing and to advertise product and services. A website for Asnan tower Dentistry would be great for expanding the consumer market and reach ability to mass amount of people concurrently. A website is also a grand tool in attracting more consumers by having a unique domain name and creative website. The domain name for Asnan Tower Dentistry should correlate with thee message and advertisements that it releases to the public. So an example will be “smile is presentation”. The company website should be built from an outside source but at the discretion of an inside contact. Unless there is someone within the organization who is capable of designing the company website. The website is a key component in communicating the specific products and services that are offered by Asnan Tower by providing the website user and viewed with geographical locations, contact numbers, the dentist, specialist, and other persons in the networks that collaborate and work for the Asnan Tower. In other words a website will be useful in providing users with basic information that informs them about Asnan in totality. On the website to further attract consumers to Asnan Tower, placing social media links on the website as well as any digital connections that customers can make to the organization and to be able to make appointments with the dentist of their choice. This site can be classifies as predominantly content, but also exhibits some interactive options for consumers. In an effort to attract consumers the website will offer various discounts, insurances that are acceptable, acceptable forms of payment, and freedom of dentist choice. This website is considered to be beneficial for Asnan Tower because it will provide an alternate method of scheduling that does not require the patient to wait a substantial time on the telephone waiting for a customer service or scheduling agent, gives patients the ability to exercise their decision making through self scheduling and based on their own needs.
Alternative Marketing
Two types of alternative marketing are branded entertainment and mobile applications. Branded entertainment is classified as an emotional connection between an organization and the consumer by creating an interaction, experience, and/or an event (Musson). Branded entertainment can be beneficial for the Asnan Tower orgaization because it can add a storyline to coincide with the commercials that have already been produces that can surround the conpets of dentisty, and the history of the organization. The main character that is in the movie plot shoul be the owner, because he or she can illiustrates the significance of adequate heatlhcare while providing personal experience with dental care that reflects genjuine and realistic reactions to persons who do not take pride in their dental care and who should seek professional dental services from Asnan Tower. The effective message strategy brings feelings or emotions that go hand in hand with those intentions of the company. The ad is constructed to promote the likeability of the service, enhance the appeal, or understanding of the advertisement. This messaging strategy is made to make reactions that, in turn, convince the consumer to heed to the ads request, and visit the Asnan clinic. For instance, the mixed emotions of love and disappointment in the ad convinces the audience to visit the clinic.
The second type of alternative marketing tactic that will be beneficial to Asnan Tower is mobile applications Mobile application are a form of advertisements that gives organizations the an opportunity to offer promotions, information, and access to their products and services via a handheld device. The use of YouTube and social media may grant access to mobile application by clicking on facebook, twitter, Linked In, and several others. Mobile application can be considered to be a contributory strategy and tactic to strengthening the Asnan brand by offering convenience and easy access to services, information, discounts, etc. to consumers that are interested or are currently, being serviced by Asnan Towers.
Consumer Promotions
The consumer promotions that are or can be beneficial to Asnan Towers are financial options for consumers to help to afford the cost of dental procedures, discounts on services for new and loyal consumers, and. having a financing company attached to the company can ameliorate this. For a dental organization to have their own financing company this shows that they are wiling to go the extra mile to ensure that their patients are given an opportunity to receive adequate dental care and that there are options that are affordable and that will allow co consumers to be able to pay back their dental care services based on their income and ability to do so. The second consumer promotion can be a discount on certain procedures and dental care that can be conducted during a designated time frame. Examples of these promotions can include a free examination, free basic cleaning, free filing, etc. Each of the services that are offered should have a specific cap that will not supersede the allotted budget for the company, but simultaneously are attractive deals that increase the chance of gaining new customers/patients. Offering promotions is also a good way to encourage people to come to the dentist. The advertisement of Asnan was very influential by using a host of emotion that include but are not limited to uncertainty, anxiety, fear, and inability to affords the services. Lastly, promotions for new and loyal consumers would play a vital role in strengthening the company brand while concurrently gaining more customers. Promotions for new an loyal customers will recognize the significance of new and current loyal employees to the attainment of Asnan Towers goals, and ability to place value on Asnan’s shareholders. Hence, consumer promotions are opportunities to market products and services to the target audience(s) in an effort to create share value at Asnan Towers.
Personal Selling
Personal selling occurs when a salesperson initiates a relationship with consumers by using communication, verbal and non-verbal, and skills to build a comprehensive relationship with the consumer that is based on the consumers needs. In regards to Anson Towers, the need is to enhance consumer’s presentation and to provide them with a more attractive smile. Attractive smiles are highlighted as being a key component that can and will have a detrimental effects on the relationships and the perception of others on the consumer’s appearance. Seeking the dental services that are necessary to increase and influence consumer behavior is considered personal selling. Personal selling also a good tactic for the salesperson to determine the need for service and products for consumer, and to capitalize on those needs. With a general understanding of the consumers needs at Asnan Towers, salespersons can influence consumer willingness to seek the necessary dental services from Asnan Towers opposed to their competitors. In addition to the aforementioned, personal selling, has a key word that is geared towards consumers and their want “personal”. Personal selling captures the personal characteristics of what is necessary for consumers to have a beautiful smile and appearance that does not hinder them from happiness, success, reduced discrimination based on ones appearance, the job the want, and any other desires that stem from having a beautiful smile. The information that is necessary for Asnan to gather information that is deemed useful is what the customer needs, and what the customer wants. Personal selling is supported through all of the aforementioned advertisements because it provides access to either a customer service hotline, or to employees who are knowledgeable about products and services. Hence, personal selling is consumer focus but is underlined with organizational tactics to achieve success through advertisements.
Conclusion
An integrated marketing communications campaign is most beneficial when it incorporates several diverse types of advertisement styles and components that strive to attract and appeal to a variety of consumers in the open market. Traditional media though no longer classified as the primary way of advertising products to consumer and customer, can still be very effective. For instance, traditional media includes advertisement in newspaper, television. Magazines, television, etc. Two types of alternative marketing are branded entertainment and mobile applications. Branded entertainment takes an emotional approach by the organization in creating a valuable and meaningful advertisement that has a direct impact on the message that is being conveyed to the customer and the efforts to persuade the consumer by using realistic ideals. The second alternative advertisement that can be beneficial to Anan Towers are mobile application. Mobile applications give consumers access to vital information regarding their dental care, and increase the opportunity for consumers to be able to access the information that they need from their personal mobile or handheld device. This can strengthen the brand while offering convenience to consumers. Three consumer promotions that will be beneficial to Asnan Towers is financial options for consumers to fund their services, discounts and other monthly promotions for consumers, and promotions for new and loyal customers. Hence, integrated marketing communication are collective efforts in communication information, offers, and necessities of the products and services that are being offered by Asnan Towers.
Bibliography
Musson, Ninel Lara. "Branded Entertainment as an experiential marketing tool to Generation Y consumers in South Africa." Faculty of Commerce, Law and Management (2014): 1-125.
Naeem, Bilal, Muhammad Bilal and Urma Naz. "Integrated Marketing Communication: A Review Paper." INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS 5.5 (2013): 124-133.
Williams, Kaylene C and Robert A PAge. "Marketing to the Generations." Journal of Behavioral Studies in Business (n.d.): 1-17.
