STRATEGY & IMC COMMUNICATION TORS
Companies use integrated marketing communication (IMC), a method to combine their messages and communicate with other channels in order to increase the effectiveness of their marketing efforts (Kim 2019, 2019). An excellent example of IMC is the Xiaomi Air Purifiers. Xiaomi Air Purifier incorporates advertising, promotion, personal selling and social media marketing. To reach wide audiences, they use advertising, which includes print, radio, television, and online. Customers are attracted to them by sales promotions such as free products and discounts. While personal selling helps to establish customer relationships, direct marketing is meant to reach specific customers. Customers can reach them via mobile marketing on their smartphones and tablets. Social media marketing allows customers to have a conversation with you and connects with you on many platforms. Public relations can be used to build positive associations with products and companies. Third, sponsorships allow for positive association with the brand through public events. Xiaomi Air Purifier was able to successfully communicate with customers through IMC strategies and build a positive brand image. Cont…
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