Traditional Advertising and Its Importance Essay

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Integrated Marketing Communication is the activity that entails design of effective messages to reach a target audience. The audience in such endeavor is the targeted individual that may also be a part of a class or group. The focus of the activity is to alter, form, or construct attitudes. It follows that the communication should make a lasting impact that evokes a long-term or short-term response to the message delivered.

There are chiefly two ways of transmitting such messages. The first one is through personal meetings and interaction. This is the direct and what is known as 'human-touch' method, where assurance is guaranteed through gestures like a warm handshake, a pat on the back and confident, reassuring facial expressions and a positive body language. Such communications involves the services of sales representatives, customer service personnel or even repair department personnel who can pass on the relevant message adequately. In the IMC program design, they play an important role and should be an invariable part of marketing communication exercise (Advertising Design, n.d.).

The second method is a faster one reaching many individuals simultaneously. Broadcast media like radio and TV are the conventional channels through which messages can be conveyed. These media channels do not possess the same human touch that the sales representatives or customer service personnel carry. The design team in the marketing communication department faces the challenge of creating a message that creates emotions and responses similar to the personal interaction (Advertising Design, n.d.).

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Content goals with Audience in mind

Coca-Cola has recognized that one creative way of passing on the content and essence of product highlights is through dynamic and engaging storytelling. It thus looks for stories and creative scenarios that make a lasting and distinct impact about the product. The perception that the recipient gets is that the product adds value to his life (Tilton).

The marketing communications planning team of Coca Cola will create the content under an umbrella theme of "live positively" which is the overriding concern of most people in contemporary times. They plan to create interrelated segments of a whole message and disseminate the messages through various channels. Thus, though each segment creates the message the company seeks, the overbearing theme is common. This resembles the tent shape that has the tent-pole as its main stand and is supported to hold tight through the numerous and displaced pegs. Such strategy will possibly pass on the company image, brand and message effectively and at the same time strike a personal chord (Tilton). In so doing, Coca Cola will reach out to customers as a brand conscious of quality, value, innovativeness, and fluidity. The very characteristics that it stands for….....

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