The Effectiveness Of The Advertising

IMC Plan for Faver’s Wooden Furniture Company

Faver’s Wood Furniture offers the quality and solid wooden home furniture designed in sophisticated ways. The company is committed to provide the effective customer service to the customers all over Manitoba. The study will feature an IMC or advertising plan to strengthen the communication process of the company. The structured IMC plan includes the following criteria.

Knowing the Target Audience

The communication with the internal and external stakeholders is necessary for establishing the business (Roux & Van der Waldt, 2016). Hence, in case of Faver’s Wood Furniture, the internal target audience is the management and higher authority. On the other hand, the external target audience of Faver’s Wood Furniture is the people who are interested in purchasing the sophisticated furniture for their homes.

Development of the Situation analysis

The major strength of the company is the high quality and sophisticated designs of the furniture products. The demonstration of the designs, quality, and durability can be useful to attract the target customers.

Determining the marketing communication objectives

The company can use the television media, social media, exhibition, and online official webpage for communicating with the target customers (Søilen, 2013).

Ensuring the Budget

The budget would be based on the used resources for featuring this communication plan. In order to create the budget, it is essential to calculate the overall marketing budget. The cost of the advertising medium and the advertising ventures will also be added to the budget planning. 

Strategy and Tactics

In order to implement the proper advertising strategy, it is necessary to keep the focus on three basic concepts. First, the different audience members are needed to be exposed for once to a media given time. Second, the audience would receive messages through a particular media, such as TV, exhibition or social media (Søilen, 2013). Third, once in a month, the receiver would be exposed to media. In order to plan the strategic decision, it is essential to keep the focus on several aspects, such as media mix, coverage of the target audience, coverage of the geographic area, scheduling, and reach and frequency. 

Evaluating and measuring the progress

It is notable that in the advertising strategy, it is necessary to measure the creative strategy decisions, creative tactics decision, and testing the other promotional tools (Roux & Van der Waldt, 2016). The tests would be carried out before and after the media campaign in the field or laboratory. These tests would specify the measurement of the strategic decisions undertaken for establishing a proper advertising management for the company.

References

Roux, A. T., & Van der Waldt, D. L. R. (2016). Toward a Model to Enhance Synergy of Out-of-Home Advertising Media Integration Strategies. Journal of Promotion Management, 22(3), 386-402.

Søilen, K. S. (2013). Integrated Marketing Communications (IMC). In Exhibit Marketing and Trade Show Intelligence (pp. 1-13). Springer Berlin Heidelberg