BUS6302 Integrated Marketing Communications Report 1 Sample
Assignment Details
Drawing from industry opinion and theoretical underpinnings, students will be required to present an opinion piece on an IMC topic.
Instructions
In your opinion paper you must provide an analysis supporting your position to one of the following topics. You may decide to argue in favor of or against the selected topic. However, your position must be clearly stated in the introduction. Use 2-4 arguments to support your position. To add a critical aspect, present some contrary argument and then disprove it. Please choose one of the following topics:
• Luxury advertising
• aspirational lifestyles in advertising
• Virtual Reality Advertising
• Data Privacy and Personalised Advertising
• CSR advertising
• Influencer Marketing
• LGBT Representation in Advertising
• Gender Stereotypes in Advertising
Structure
Use the following structure for this assignment.
1. Assignment Title:
• Opinion Paper on [Selected IMC Topic]
2. Introduction:
• Provide a brief overview of the chosen IMC topic.
• Clearly state your opinion or position on the topic.
• Outline the main arguments you will present in the paper.
3. Body:
Argument 1:
• Present the first argument supporting your position on the chosen IMC topic.
• Provide industry opinions and theoretical perspectives that align with your argument.
• Use examples, case studies, or research findings to strengthen your argument.
Argument 2:
• Present the second argument supporting your position.
• Again, support your argument with industry opinions, theories, and evidence.
• Provide real-world examples or relevant data to illustrate your point.
Argument 3:
• Present the third argument supporting your position.
• Provide additional industry insights and theoretical underpinnings.
• Use persuasive language and logical reasoning to reinforce your argument.
Counterargument:
• Acknowledge and address potential counterarguments or opposing views.
• Refute counterarguments using evidence, logic, or alternative perspectives.
4. Conclusion:
• Summarize the key points made in the paper.
• Reinforce your opinion or position on the IMC topic.
• Provide insights into the implications or significance of your argument.
5. References:
• Cite 10-15 sources to support your arguments.
• List all the sources cited in your paper using the Harvard or APA referencing style.
• Ensure consistency and accuracy in formatting the references.
Additional Instructions
• Maintain a word count of 1,200 words.
• Use headings and subheadings to organise your content.
• Use clear and concise language, avoiding jargon or technical terms unless necessary.
• Proofread your paper for grammar, spelling, and punctuation errors before submission.
Solution
1. Introduction
Luxury advertising can be considered as an ideal example of Integrated Marketing Communications or IMC. Luxury advertising strategically blends diverse promotional channels in order to convey a dynamic brand message. Luxury advertising is quite different than the conventional advertising. Precisely, luxury campaigns generally extend beyond product displays. It strategically integrates storytelling, elements of art, and experiential marketing in order to provide vibrant brand experiences (Chapman and Dilmperi, 2022). The information obtained from secondary sources has confirmed that Luxury advertisements are omnipresent (Bazi et al. 2020). These advertisements are available on different social media, various digital platforms, and exclusive events (Azemi et al. 2022).
In addition, each component of the Luxury campaign is meticulously designed to ensure a uniform narrative consistency and brand image across all mediums. In a nutshell, luxury advertising ideally represents Integrated Marketing Communications by strategically bringing together various marketing approaches aiming to provide consumers with a vibrant brand experience.
2. Outline of Arguments
1. Argument 1: Exclusivity and Artistry
Luxury advertising aims to grab consumer’s attention. In addition, luxury advertising is aimed at reinforcing brand's aura of desirability and prestige.
2. Argument 2: Brand Identity and Emotional Resonance
Luxury advertising strengthens product promotion. In addition, Luxury advertising strategically optimizes an emotional connection with the consumers by fostering brand identity and brand loyalty for university assignment help.
3. Argument 3: Sustainable Growth and Long-term Investment
Luxury advertising strategically represents a long-term investment. The same aims to gain a competitive advantage and eventually contribute to the sustainable growth of the brand over the period.
3. Detailed discussion
3.1. Argument 1: Exclusivity and Artistry
Luxury advertising can be considered as a fusion of commerce and artistry. In general, conventional advertisements generally focus on product features. On the other hand, luxury campaigns often prioritize narrative depth, aesthetics, and experiential elements (Roggeveen et al. 2021). For instance, the iconic campaigns of Burberry are renowned for their storytelling and cinematic quality. Luxury advertising creates vibrant experiences by elevating advertising to an art form. It has been identified that Luxury advertising transcends traditional marketing dynamics and maximizes audience engagement.
Luxury advertising relies on exclusivity. Renowned brands like Rolls-Royce promote exclusivity through invitation-only events, limited edition releases, and personalized experiences (Cabigiosu and Cabigiosu, 2020). The offerings of Rolls-Royce symbolize its status, continuous growth and refinement. Relating to this context, luxury advertisers strategically reinforce the overall perception of brand value beyond the price of the item offerings. This is to be included in this context that the “attention to detail” reflected in luxury advertising focus on enhancing the brand image in justifying the premium pricing (Wang, 2022). Bentley's advertising supports attention to detail and it emphasizes on the handcrafted luxury of automobile offerings (Kapferer and Valette-Florence, 2021). Such a luxury campaign instigates customers’ desire for exclusivity and quality and justifies the premium pricing of its luxury item offerings.
3.2. Argument 2: Brand Identity and Emotional Resonance
In general, luxury advertising operates by instigating the emotions, aspirations, and desires of the targeted consumers beyond functional utility.
Figure 1: Luxury advertising as Integrated Marketing Communications
(Source: Jia and Ran, 2021).
It has been identified that emotional factors strategically drive approximately 60% of luxury purchases according to a survey result (Fakhri et al. 2024). Precisely, emotional resonance plays a significant role in shaping luxury purchases to a great extent. For example, Brands such as Louis Vuitton and Chanel have strategically mastered the art of storytelling. This globally recognized brand aims to resonate with its consumers’ values and aspirations (Jia and Ran, 2021).
Along with this, luxury advertising as an integrated marketing communication is highly responsible for brand identity formation. The strategic approach of luxury advertising enables the advertisers to foster a “sense of belonging” among the customers who identify with these principles. For example, the advertising campaigns of the luxury brand Rolex revolve around the themes of achievement. It is aligned with the brand's legacy of excellence. In this relevance, it is significant to state that luxury advertising as an Integrated Marketing Communication focuses on shaping the lifestyle of its consumers. In other words, these brands want to shape customers' minds towards product purchasing by creating a sense of belonging. In addition, the luxury campaigns are focused on building connections with the customers by instigating human emotions such as aspiration, love, etc.
The information available at secondary sources has confirmed that emotional resonance can drive immediate sales and contribute to long-term brand loyalty (Husain et al. 2022). It has been identified that consumers remain loyal to a brand if they feel emotionally connected. Precisely, the consumers are likely to ensure brand loyalty even if they are provided with competitive offerings. This emotional bond maximizes further scopes of repeat purchases and the same eventually contributes to the sustained brand success.
3.3. Argument 3: Sustainable Growth and Long-term Investment
According to the information available at secondary sources, luxury advertising reflects a strategic investment in long-term brand equity (Chung and Kim, 2020). The same contributes to sustainable business growth over the period. It has been identified that luxury brands that strategically invest in advertising are able to ensure sustainable revenue growth and competitive market share. In addition, luxury advertising as Integrated Marketing Communications enables the brands to ensure a loyal consumer base (Šeri? et al. 2020). The same leads them to sustain growth even in the context of challenging economic circumstances. Referring to this information, the strategic application of luxury advertising strengthens the foundation for long-term competitive brand loyalty. As initially indicated, the luxury advertisers are aimed at building a community of loyal customers who ensure brand loyalty and are responsible for shaping sustainable business growth. This approach eventually reinforces the brand identity and brand value as well.
3.4. Counterargument
On the contrary, some critics often argue that luxury advertising supports elitism and materialism. This perspective often overlooks the broader economic and cultural contributions of the luxury sector. As integrated marketing communications, Luxury advertising supports innovation and creativity across various disciplines (Kang et al. 2022). In addition, the inspirational nature of luxury advertising inspires individuals to embrace self-improvement and excellence. The same eventually drives societal progress over the period. According to the information available at secondary sources, luxury brands are increasingly practicing corporate social responsibility initiatives (Calderón-Fajardo et al. 2023).
In other words, the dynamic scope of luxury advertising enables these brands to counter environmental and social challenges. For example, the Equilibrium initiative of Gucci focuses on inclusivity and sustainability. The same reflects a strategic shift towards responsible luxury. The eminent brands can resolve criticisms of elitism by aligning their luxury advertising efforts with significant social causes. Along with this, the same often demonstrate their long-term commitment to societal welfare.
4. Conclusion
In accordance with the information stated in this paper, luxury advertising can be considered as a powerful method of brand communication. Luxury advertising is characterized by highlighting artistry, evoking thoughts, evoking emotions, and having a long-term sustainable business strategy. The paper has also unveiled how luxury advertising as an Integrated Marketing Communication has played a significant role in optimizing brand identity. Even, the role of luxury advertising is highly influential in engaging customers. Luxury advertising strategically enables the brand to develop long-term relationships with consumers by shaping cultural narratives. The same aimed at ensuring sustainable growth over the period. Last but not least; luxury advertising is strategically designed to enhance brand image by blending artistic excellence, emotional appeal, and multi-layered planning. Eventually, this strategic approach of luxury advertising as Integrated Marketing Communication contributes to sustainable growth and cultural outcomes over the period.
5. Reference list
Azemi, Y., Ozuem, W., Wiid, R. and Hobson, A., 2022. Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels. Journal of Retailing and Consumer Services, 66, p.102944.
Bazi, S., Filieri, R. and Gorton, M., 2020. Customers’ motivation to engage with luxury brands on social media. Journal of Business Research, 112, pp.223-235.
Cabigiosu, A. and Cabigiosu, A., 2020. An overview of the luxury fashion industry. Digitalization in the luxury fashion industry: Strategic branding for Millennial consumers, pp.9-31.
Calderón-Fajardo, V., Molinillo, S., Anaya-Sánchez, R. and Ekinci, Y., 2023. Brand personality: Current insights and future research directions. Journal of Business Research, 166, p.114062.
Chapman, A. and Dilmperi, A., 2022. Luxury brand value co-creation with online brand communities in the service encounter. Journal of Business Research, 144, pp.902-921.
Chung, Y. and Kim, A.J., 2020. Effects of mergers and acquisitions on brand loyalty in luxury Brands: The moderating roles of luxury tier difference and social media. Journal of Business Research, 120, pp.434-442.
Fakhri, M., Sinaga, N.F.A., Syahputra, S. and Pradana, M., 2024. Fashion advertising: A brief bibliometric review. Environment and Social Psychology, 9(5).
Husain, R., Paul, J. and Koles, B., 2022. The role of brand experience, brand resonance, and brand trust in luxury consumption. Journal of Retailing and Consumer Services, 66, p.102895.
Jia, W. and Ran, H., 2021, December. The Analysis of Brand Co-branding Strategy. In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) (pp. 1567-1574). Atlantis Press.
Kang, I., Koo, J., Han, J.H. and Yoo, S., 2022. Millennial consumers perceptions on luxury goods: capturing antecedents for brand resonance in the emerging market context. Journal of International Consumer Marketing, 34(2), pp.214-230.
Kapferer, J.N. and Valette-Florence, P., 2021. Which consumers believe luxury must be expensive and why? A cross-cultural comparison of motivations. Journal of Business Research, 132, pp.301-313.
Roggeveen, A.L., Grewal, D., Karsberg, J., Noble, S.M., Nordfält, J., Patrick, V.M., Schweiger, E., Soysal, G., Dillard, A., Cooper, N. and Olson, R., 2021. Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies. Journal of Retailing, 97(1), pp.81-98.
Šeri?, M., Ozreti?-Došen, ?. and Škare, V., 2020. How can perceive consistency in marketing communications influence customer–brand relationship outcomes? European Management Journal, 38(2), pp.335-343.
Wang, Y., 2022. A conceptual framework of contemporary luxury consumption. International Journal of Research in Marketing, 39(3), pp.788-803.
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