Integrated marketing communications

Integrated Marketing Communications The case of HB Ice Cream shows that companies should take extreme care when formulating and executing sales promotions and marketing campaign In markets like Ireland , marketing efforts can raise eyebrows if companies appear to be exploiting regulatory loopholes and lack of consumer resistance to intrusion . HB Ice Cream developed and implemented effective communication strategy which met the needs of the target market and appealed to emotions and mind of potential consumers Using IMC (Integrated Marketing Communication , HB pays a special attention to the brand relationship between brand image and the consumer response . Brand name communicates in words and symbols and complements other product attributes . For example , Unilever keeps the HB brand name as an umbrella for a wide range of products ' because of its strong image and consumer appeal . Thus , without distinctive branding , a product may be indistinguishable from a generic product . Media selection was based on five criteria : the number of individuals reached frequency continuity or the pattern of message delivery , size (the space or time unit employed ) and availability (Yeshin , 1999 . These criteria help to develop the brand relationship between HB and the consumer response based on unique image of HB brand and brand loyalty 'HB is regarded with great affection by Irish consumers as our ice cream (Duncan 2005 , . 104 HB uses product design as a major nonverbal communication variable Product design includes shape , size , and most important , form with function . A form congruence communicates on more than one level and is usually more effective than "style " alone . Packaging is yet another product variable , offering a perfect opportunity for marketers to communicate their message in a way that favorably impacts consumers Packaging and product design are similar , in that functional form is best in both instances . This requires a marketing and promotions generalist , a person well acquainted with the communications picture . Also , HP uses impulse brands creating a new brand identity and image . The

message appeals to emotions of consumers and persuades them to buy HB products . Natural Togetherness ' provided a key emotional benefit by focusing on people enjoying the ice cream in a social , interactive environment (Duncan 2005 , . 104 HB uses the divergence and interplay between satisfaction and value According to Yeshin (1999 ) satisfaction is the consumer 's fulfillment response . The value of this response is the end-state of the consumer after having been satisfied (fulfilled . Satisfaction provides value in what it leaves with the consumer - the satisfied state . It may also be the case that knowing that one has received value can be satisfying , as in the cost-based version alternatively satisfaction may provide a sense of extended value in that the consumer values (places a high utility on ) being satisfied . At the same time that consumption value enhances satisfaction , satisfaction may be a valued outcome for many consumers . The extent to which satisfaction provides extended value awaits further research (Bruning and Ledingham , 2000 Unique brand image based on national symbols persuades potential buyers to buy Irish products and remain...