5.2 Final Project Milestone 3
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Apr 3, 2024
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Milestone Three: Designing Communications for Different Mediums
Integrated Marketing Communication
Christin A. Johnson
Dr. Kelly McGilvray
January 14
th
2024
The evolution of social media has significantly impacted marketing communications, offering various mediums to reach target audiences. With my new product from Christian Dior and my target audience being women ages between 25 and 55 who value high-end brands and seek unique, stylish products. Given the diverse nature of the target audience for Dior Sensore, an integrated communication strategy that leverages the strengths of various mediums is recommended. The chosen mediums that I will use for my product is:
1. Social Media Christian Dior will utilize social media for global reach, engagement, and influencer collaboration. Manage negative publicity and proactively. (Hines, 2023)
The advantages of having a global reach, social media platforms offer a worldwide audience, allowing the product to connect with consumers across different regions.
Social Media is about Leveraging social platforms to connect with the audience, share content, and build brand awareness and loyalty. Social media marketing is crucial for companies of all kinds as social media has become an integral element of the contemporary consumer journey. One of the primary benefits of social media for businesses is the ability to engage directly with customers (Stern, 2023). There arew also engagement opportunities such as comments, likes, and shares, facilitate direct engagement with the audience. Influencer collaboration: social media provides a platform for collaborating with influencers, amplifying the reach and credibility of the product.
2. Print Advertising (Luxury Magazines): Place ads in luxury magazines for premium brand association and niche targeting. Supplement with digital versions to enhance interactivity
The advantages of print advertising in luxury magazines reinforces the product in a premium positioning. Print ads provide a tangible and visually impactful presence in the hands of
the target audience (Rodhe, 2022)
Luxury magazines often has a niche readership, ensuring that the content reaches an audience interested in high-end products. The disadvantage for this product is limited interactivity, print ads lack the interactive elements of digital media, limiting engagement opportunities.
Another disadvantage is longer lead times, production and distribution timelines for print materials are typically longer than digital channels (Blog, 2023)
3. Television Commercials: Use TV commercials for mass exposure and emotional appeal. Complement with digital channels for more precise targeting. The advantages of television using commercials is that it has the potential for mass exposure, reaching a broad audience. Furthermore, the visual impact: allows for a visually immersive presentation of Dior Sensore (the
product) showcasing its elegance and technology.
4. In-Store Displays and Events: Create exclusive in-store displays and events for a tactile and immersive experience. Use digital channels to extend accessibility.
The advantages of an In-store display will provide an experience which will allow customers to interact with Dior Sensore physically in an exclusive atmosphere. This event in a high-end retail location such as Saks Fifth Avenue, Nordstrom or Macy’s can create an exclusive
and immersive atmosphere. Brand Ambassador Interaction: In-store events offer opportunities for direct interaction with brand ambassadors.
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References
Stern, A. (2023, December 13). What makes the social media platforms more useful for business?. The Jerusalem Post | JPost.com. https://www.jpost.com/special-content/what-makes-
the-social-media-platforms-more-useful-for-business-777817
Hines, K. (2023, July 6). How to pull off the perfect social media collaboration
. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/social-media-
collaboration/
Rodhe, A. (2022, April 19).
The 7 best print ad examples (+why they’re so effective)
. The 7 Best Print Ad Examples (+Why They’re So Effective).
https://localiq.com/blog/best-print-ad-
examples/
Blog, S. (2023, August 2).
Print Media vs. Digital Media: Which One is Better?
. Print media vs. Digital Media: Which one is better?
https://www.strikingly.com/blog/posts/print-media-
vs-digital-media-which-one-is-better
Herren, P. (2023, October 26).
What TV commercials cost in the 2022-23 season - Ad Age
.
https://adage.com/article/media/tv-commercial-prices-advertising-costs-2022-23-
season/2437106
.
https://adage.com/article/media/tv-commercial-prices-advertising-costs-
2022-23-season/2437106