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Discussion7 marketing management | Marketing homework help


Discuss the role of demographics in relationship to integrated marketing communications.

Your original response is due by 11:55 pm EST on Sunday, and then reply to another student’s post by Sunday at 11:55 pm EST.  The required length for your original posting is 350 words, and your reply should be a minimum of 250 words.

1st student response (Mayur Choudary) :


Role of demographics in relationship to integrated marketing communication

Integrated marketing strategy (IMC) is a strategy adopted by organizations to enhance marketing of products and services across various communication channels. The IMC helps the organization to ensure that it provides goods and services accepted in the market. A marketing strategy of late has shifted from mass advertising to concentrate on a particular target group for the products. Demographics has, therefore, an essential role in IMC.

    Demographics help in understanding the ideal customer, and therefore the organization can have the right strategy to advertise a commodity or a service. Every business specific customers. The business should have the characteristics of people using or likely to use a particular service in a given region (Luxton, Reid, & Mavondo, 2015). These include understanding the age, gender and social status which are essential in understanding the buying habits of people. Creating a customer’s profile will help in delving deeper into what the ideal customers prefer, have a taste and also identify issues that can affect marketing of a product. Doing helps in creating marketing opportunities that target the ideal customers.

Demographics also play an essential role in identifying new opportunities. Demographics will help in identifying the gaps in the marketing strategy. Any chief marketing officer needs to have a clear understanding of different consumer bases. Key demographic details can help in creating a marketing strategy that captures products and features based on the lifestyles of the customers. (Blakeman, R. (2018))

Understanding the demographics will also help in understanding the best marketing communication channels that the organization will use. For instance, in the event the target population for a product is youths, the organization will way different ways of communication-based on the number of youths occupying a given location. It is evident that some communication channels may be expensive more so when the targeted population has a small size. When members are concentrated in one region, a business entity may opt to use campaigns rather than advertisements in media that target a large population that is diverse.

Learning demographics is, therefore, an essential component in integrated marketing communications. It helps a business entity to have a good understanding of their customer thus diversify the correct marketing strategies which save the cost for the organization and therefore improve the operation of an organization.


Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.

Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.

Student Response 2 (Kiranmayee Gummadi) :


Marketing Communications

Integrated marketing communications (IMC) is the method of communicating a single message through a range of networks to achieve enhanced consumer interest with the goods and solutions of an organization. Demographics is the analysis of the features of the different populations to deliver marketing messages. Demographic categories involve individuals of various races, political views, or age classes. For effective marketing campaigns, a detailed understanding of customer demographics is important, because no company can appeal to everybody. Marketing strategies that cater to specific audiences begin by defining a target market. IMC is more successful as it deliberately combines various communication methods such as advertisement, public relations, and advertising (Dahl, Eagle, & Eagle, 2015, p. 227).

IMC goes a fair way towards building consumer recognition of the company at low expense. IMC is important not just to corporate communication but also to direct consumer contact. By utilizing demographics to guide the marketing strategies gives the target audiences the advantage of knowing and appealing, demographic marketing has drawbacks. Organizations incorporating organized, strategic contact would only effectively endorse their products within target groups but also create confidence in them who will still stick to their products, no matter what. Marketers often don’t have to consider deeply about can marketing strategy is very successful in creating brand recognition (Madhavaram, Badrinarayanan, & Mcdonald, 2013, pp. 69-70).

IMC performs above standard communication strategies because it relies not just on attracting potential clients but rather on sustaining a positive long-term partnership with them. Integrated brand collaboration guarantees two-way consumer interaction-a necessity in all industries. Feedback from consumers has to be closely managed if anyone wants to succeed in the long term. Remember, their input is important and must be carefully analyzed. The days are gone when advertisers used to focus solely on advertisements and basic promotions to popularize their brand between end-users. Marketers need to support their products in the current scenario of cut-price rivalry by successfully combining specific communication strategies for improved performance and enhanced profitability. IMC saves time and is always wasted when it comes to finding the right communications method. IMC advertisers will intelligently combine and incorporate all marketing resources for an optimal response (Prasad & Kumar, 2016, pp. 53-54).


Dahl, S., Eagle, L., & Eagle, L. (2015). Integrated marketing communications and social marketing.  Journal of Social Marketing, 5(3), 226-240. Retrieved from https://www.researchgate.net/publication/281163390_Integrated_marketing_communications_and_social_marketing

Madhavaram, S., Badrinarayanan, V., & Mcdonald, R. E. (2013). Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy. Journal of Advertising, 34(4), 69-80. Retrieved from https://www.researchgate.net/publication/261626449_Integrated_Marketing_Communication_IMC_and_Brand_Identity_as_Critical_Components_of_Brand_Equity_Strategy

Prasad, A., & Kumar, M. A. (2016). Integrated marketing communication: A literature review. International Journal of Marketing and Technology, 6(9), 5-59. Retrieved from https://www.academia.edu/35974687/Integrated_Marketing_Communication_A_Literature_Review

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