Rasmussen College Module 5 Integrated Marketing Communications Project Although our focus for this course is on public relations and advertising, we’ve lea

Rasmussen College Module 5 Integrated Marketing Communications Project Although our focus for this course is on public relations and advertising, we’ve learned that they should be part of a larger integrated marketing communication (IMC) campaign. We also learned that the IMC campaign should be cohesive and consistent and should combine the right elements of the promotion mix (which may include PR, advertising, sales promotion, personal selling, direct marketing, and digital marketing), delivered via a seamless collection of online and offline media outlets. Because the focus of the course is PR and advertising, we will focus on these elements of the promotion mix for this assignment. Just keep in mind that, in reality, there would likely be other promotion mix elements used in an effective IMC campaign.

You previously identified the publics and target audiences you plan to reach with your PR and advertising campaigns. You also identified the online and offline media outlets you could use to reach your publics and target audiences. In this assignment, you will complete the remaining steps in the IMC process.

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To prepare for this assignment, review the following:

Review your previous course project submissions and the feedback you received from your instructor. Remind yourself of the publics and target audiences you plan to reach. Also remind yourself of the online and offline media outlets you chose and your rationale for using them.
Review (or complete, if you haven’t already) your initial post for this module’s discussion forum. (Your initial post will be a great starting point for developing your “key message” for this assignment.)

To complete this two-part assignment, do the following.

Part 1 – PR and Advertising Samples

For this part of the assignment, you will create a PR sample and an advertising sample that could fit into a larger IMC campaign.

Public relations sample:Create a public relations sample to influence key stakeholders to believe that your company has the crisis under control. For your PR sample, you may create any one of the following:
Press Release / News Release
Public Service Advertisement (create a storyboard or .mp4 video file)
Press Conference Speech (write the speaker’s script)
Advertising sample:Create an advertising sample to persuade the target audience to believe that your company is still the right choice for the target audience. For your advertising sample, you may create any one of the following (Note: your advertising sample must include both images/visuals and copy/text!):
TV ad (create a story board or .mp4 video file)
Magazine ad
Tri-fold brochure

Conduct an Internet search to find samples of the PR or advertising tactics you select so that you can get some ideas for the format and layout.

Part 2 – Explanation

For this part of the assignment, you will explain your PR and advertising samples. To complete this part of the assignment, do the following in a minimum of 5 pages (not including title and reference pages):

Explain each of your samples, including the rationale behind your choices for the message, advertising appeal, layout, etc. Be sure to incorporate concepts from the course to support your rationale.
Critique your PR and advertising samples. How effective will they be at reaching your intended publics and target audiences? Explain your answer.
Of the online and offline media outlets you identified in previous project assignments, which do you feel would be the most effective for distributing the samples you created and why?
Determine which additional promotion mix elements should be used if you were to create an IMC campaign for your company (for example, sales promotion, personal selling, direct marketing, and digital marketing). Using information you have learned, explain how you would use at least two additional promotion mix elements.

Include a title and reference page formatted according to APA standards. Running head: KEY STAKEHOLDERS AND TARGET AUDIENCES
Key stakeholders and target audiences
Desmond Fulton
Rasmussen College
Author Note
This paper is being submitted on August 18, 2019 for Christopher Zombas Public Relations and
Advertising Strategies
Key stakeholders and target audiences
Part 1: Target audience
A public relations is an important aspect of an organization or company as it is relied on
to ascertain that the stance of the organization is secured through asserting a positive image to
the community as well as pave a means upon which the organizations can have relationships that
are beneficial. The relationship herein is between groups and public communities that the
organization serves and the organization itself. As a result, the organization or company is able
to boost production, productivity, as well as sales-based solely on the public relations aspect as
opposed to any other relative factor to success (Theaker, 2016; Stakeholder communication,
2010). Success on the other hand, on matters pertaining to ROI, is important as failure to achieve
this may offset the downfall of the company.
Samsung’s target audience in light of public relation matters is comprised of its
customers, stockholders, employees, as well as members of the community that is interested in
the company’s undertakings. This target audience is essential to Samsung as it is the channel
through which Samsung is able to disseminate relative information about its image, products,
and the services it provides (Theaker, 2016; Stakeholder communication, 2010). These group of
people; target audience, receive information from Samsung regarding the crisis and your
company’s response in order to guarantee all parties herein that albeit a predicament has
hampered the company’s operations or may jeopardize the companies chances on ROI, the
situation is needless to say been addressed and therefore their interests with the company are
As public relations is an effort towards advertising, matters regarding the crisis the
company is facing at the time need to be articulately disseminated to the target audience to avoid
nuance of misunderstanding. The message ought to be concise as the intended notion would be to
safeguard the interests of the company by making the target audience hold the company in high
esteem depending on how they might affect counteractive measures to combat the crisis. The
target audience can be reached through journals, press conferences, service programs, news
release, among others (Theaker, 2016; Stakeholder communication, 2010). The details of the
crisis situation that each stakeholder would be most interested in knowing about on matters
concerning the recall of the Samsung Galaxy Note 7include; the customers would like to know
why a default product was allowed into the market and the measures are taken to compensate
users who had been affected.
The employees, on the other hand, would need to be advised on the best strategies to
integrate into this plight, to foresee that the company does not distribute a product that does not
meet the needs of the customers. Additionally, the employees might need to know if
modifications can be made on the default model or a new model would need to be created
entirely, as well as the chances of success in both instances (Theaker, 2016; Stakeholder
communication, 2010). The stockholders would be more interested in how to counter or address
the crisis in order to guarantee that such a loss is avoided in future, while the members of the
community would be more interested in data that communicated the efforts the company will
take to safeguard its customer’s loyalty and stance in the market. The customers and the members
of the community might want to know the measures the company will take to deliver quality and
defective free products to its market in order to lessen the likelihood of substitution.
Questions that the stakeholders may pose to the company include:
Customers: How can we be compensated for our loss, and can the company guarantees that they
will deliver quality products in the future?
Stockholders: How can we ascertain that such a situation is not repeated in the future?
Employees: Are we liable for this loss?
Members of the community that is interested in the company’s undertakings: Will Samsung get
back up from this loss of ROI and retain its stance in the market regardless?
Part 2: Advertising
Samsung competes in the telecommunications sector. This is a highly competitive sector
with numerous global competitors across the world. This requires that a company has vast
research on the target market I seek to attract as well as the marketing environment and
conditions and whether they would be favorable for the company in a manner that influences its
growth. Research is based on various aspects including the segmentation of the market (Bayer,
2010). As far as Samsung is concerned, however, the segmentation of its key customer segments
is done so as to assess the market and the right way that the company can penetrate the market
and gain a competitive advantage over other companies in the telecommunication industry
through the attraction and retention of customers and generating profits forthwith.
The telecommunication industry is distributed according to the customer’s value,
behavior, lifecycle, and migration. Samsung’s target market is divided into customers who are
more loyal to the product as opposed to others based on the value they derive from the company
and the brands it distributes. This segment is marked by customers who are keen on the
company’s next innovations and therefore are early adopters owing to the interest they show in
the new releases of the company (Bayer, 2010). This group is comprised of highly enthusiastic
customers who are often ready to purchase innovative company products such as Smartwatches
among others. The group is less concerned about the price attached. Their only concern is a value
for money.
This group is also comprised of professionals and high earners and therefore is capable of
spending more on products. Samsung also attracts its behavioral customers by creating
innovative products that suit their needs. This group is often comprised of younger populations
who are attracted and retained through aspects such as virtual reality lenses (Bayer, 2010).
Professionals have their needs addressed through stock and banking applications that have been
suited to their needs while customers on the migration segment are often where customers who
are less loyal tend to fall. Such customers may be attracted through innovative technologies such
as Samsung’s wireless charger.
Albeit the fact that the past few years have been challenging for Samsung, resulting in the
recall of products it had previously distributed to its target markets, Samsung, needless to say, is
adamant to keep up with the competition it faces from other companies in the industry it
operates. As such it has integrated generic and intensive growth strategies that are meant to
foresee that the company regains and stains ahead of its competitors. This enables Samsung to
remain in a competitive streak with companies such as Google, LG, Apple, Lenovo, and Sony
among others which have embraced technology and rely on these aspects to compete intensively
in the telecommunication industry (Bayer, 2010; Martin, 2019).
Albeit the fact that there is aggressive competition the rapid and technological innovation
embraced by Samsung will allow the company to differentiate its products in order to remain
competitive in the global market. In order to compete effectively, the generic and growth
strategies implored by Samsung will result in high investments in order to foresee that the
technological innovations are achieved. In doing so, Samsung will be in a position to retain or
ameliorate its competitive position.
Bayer, J. (2010). Customer segmentation in the telecommunications industry. Journal of
Database marketing & customer strategy management, 17(3-4), 247-256.
Martin V. (2019).Samsung’s Generic Competitive Strategy & Intensive Growth Strategies.
Retrieved from http://panmore.com/samsung-generic-strategy-intensive-growthstrategies-competitive-advantage
Stakeholder communication. (2010). Retrieved from
Theaker, A. (2016). The public relations handbook. Routledge.
Digital advertising and PR Outlets
Desmond Fulton
Rasmussen College
Author Note
This paper is being submitted on August 26, 2019 for Christopher Zombas Public Relations and
Advertising Strategies
During a crisis, companies need to have proper strategies that provide immediate solutions to the
issues. These strategies help the company to recover or improve its damaged corporate or brand
image. Theses strategies range from marketing strategies to reliable management plans (Richard,
2019). Under marketing, advertisement is the most crucial aspect that requires considerations
from most companies. With the changing trends in business and products marketing, technology
offers solutions to most of the issues that companies may experience. For instance, social media
platforms or the internet may be used for advertising and improving the corporate image of
companies during any form of crisis. This article explores the basic online public relations
outlets that Samsung Company would use to improve its corporate image after the Galaxy NOTE
7 crisis. The article also outlines the reasons as to why the selected public relations outlets are
effective in reaching the target audience.
First of all, the target audiences for Samsung include stockholders, potential clients, the
workforce and the other members of the community that are interested its products and features,
the targeted audiences are crucial for the company because they act a medium through which the
company disseminates relative information of its products, services and image to the public. The
company avails crucial information about the crisis to the target groups and guarantees them that
the issues will be addressed and that the interests of the company are secured.
Secondly, the following public relations digital outlets may be used to improve
Samsung’s public relations: online press release, blogs, PRNewswire, Vocus, Marketwire, cision,
and businesswire. In this case, marketwire outlet involves global press release conducted by a
social communications company known as Marketwired (The Economist, 2017). It is a reliable
online PR outlet because it offers a fully integrated marketing communications platforms,
distribution, measurement and optimization. It offers solutions to every interested audience
including Fortune 500 enterprises (Richard, 2019). This makes the outlet crucial for Samsung
since it will also serve as an advertising platform for the company.
Besides, Vocus also known as Vocus Groups is an international telecommunications
company whose main is in Australia. It offers cloud services, Unified Communications and Data
Network services such as dark fibre, intenet, and IP WAN (The Economist, 2017). It also acts as
Cision is also another online PR outlet in which Samsung can use to improve its public relations.
Cision offers global cloud-based communication that provides PR solutions for many
stockholders. It is useful to the stockholders because it integrates of the communication needs
that may help Samsung target and involve its audience. It also offers full valid audience insights
to the stockholders, useful for tracking the customer’s imprint of purchase.
On the other hand, other advertising digital outlets such as Buzz Feed, Listrak, Adweek
and Vox online companies may also be used by Samsung to improve its brand image and for
marketing. Buzz Feed and Vox, for instance, provide internet platforms that are favorable for
advertising and marketing, through their smart social media manipulation aspects and high
attraction for technology. They also produce massive web traffic that provides ad revenues (The
Economist, 2017). Listrak also offers some reliable features such as marketing computerization,
email and SMS service, and provides ecommerce platforms used by its users.
The online advertising outlets also provide a perfect ROI efficiency and drive other
traditional advertising techniques at scale (Minnium, 2014). Digital advertising outlets are the
most efficient in reaching the targeted audience because according to Minnium, ‘U.S. adults
surpassed time spent with TV, and this gap will likely continue to widen’ (Minnium, 2014).
Mobile Banner Ads are also another form of advertising digital outlets that can be used in
advertising and building the brand image of a company. These mobile banners motivate brand
lifting and inspire user interactions that arouse the interests of the customer (Minnium, 2014).
They involve creatively created ads that fall under the aspects of sound, motion and sight that
influences efficient interactions for brand improvement.
Finally, digital outlets for advertising are proving their worth to marketers through
creation of new experience and need, increasing agreement and loyalty and altering the registers
for cash (Minnium, 2014). Therefore, companies like Samsung may use these online press
releasing outlets such as Vocus, Marketwire and other companies to improve their public
relations. However, the cost of digital media advertising may be slightly higher compared to the
traditional platforms. But, they have been identified by many studies, as being effective means of
advertising and working on the companies’ public relations.
Minnium, Peter. (2014). 8 Reasons Why Digital Advertising Works For Brands.
Richard, David. (2019). Public relations in the digital age: How Digital Media Impacted PR.

How Digital Media Impacted PR

The Economist. (2017). Digital Outlets are in for Reckoning.
Traditional Outlets to Create a Good Public Relation
Desmond Fulton
Rasmussen College
Author Note
This paper is being submitted on September 1, 2019 for Christopher Zombas Public Relations and
Advertising Strategies
Good Public Relations using Traditional Outlets
According to Edwards (2018), Public relations are strategic communication process which aims
at creating a mutual and beneficial relationship between customers and the organization. In
public relations, there is the digital and the traditional public relation, and they vary with how
they reach their required audience. It is important to note that traditional outlets play a major role
just as online/digital outlets. Companies grow to organizations simple by using traditional outlets
to advertise their products after which they shift to digital outlets to create a good public relation.
Though some of the companies and organizations may say it is outdated, some organizations and
companies use these ways to retain and gain customers. These traditional outlets used for
advertisement are newspapers, radios, televisions, and magazines. Despite a large number of
people in the modern world having access to the internet, there remains a number of them who
watch televisions, listen to the radio, and read the newspapers and magazines and utilize these
outlets as their source of information of a product and services an organization may be offering.
Public Relations Rationale
Through newspapers and magazines, companies are able to give more information about their
products and services in print form. Traditional outlets for advertisement captures a number of
people. For instance, most of the people listen to their radios every d ay when traveling. Through
this factor, a company can advertise its product and be assured it will reach a number of people,
thus making it a component in any company’s marketing strategy.
If a company has stumbled upon a crisis which has affected its marketing and public image, the
best way to tackle the crisis would be to return to traditional methods of advertisement. For
instance, Samsung had a crisis sometimes back in 2017, and for it to regain its full potential, it
had to refer to the traditional methods of advertisement. According to Kumar and Patra (2017),
the best way it coped with the crisis was that it opted to sales promotion. This strategy worked to
Samsung’s advantage and helped it regain its power. This information reached the public using
radios and televisions as a form of advertising their products. By doing this, Samsung created a
good public relation with their customers thus winning them back to increase their sales.
Another way that an organization can use as a strategy for advertising their products is through
hiring public relation specialists who will put the word out to the public to control the situation in
the organization. These specialist are hired and given a platform in the press media to tell the
customers of the situation of the organization so as to avoid competitors destroying the
organization’s name. This news can reach the targeted people who are the customers through
According to Kotler and Armstrong (2018) through having a good public relation strategy, it
helps an organization to prevent competitors from criticizing it and prevent more damage and
create time to come up with a solution. According to Kotler and Armstrong (2018), Samsung still
managed to maintain its brand despite its image being ablaze, thus defeating apple. The success
was due to its traditional public relation strategy. Other reasons for the use of traditional outlets
for public relation is that it creates a base that the organizations are still connected to its
customers and cares for them even during their crisis. This move made Samsung customers not
to shift to their competitors. Another reason for the use of traditional outlets is that it’s less
expensive compared to digital outlets, thus communicating to more people at a cheaper cost and
creating a good public relation. Through traditional outlets, credibility is created. Traditional
outlets also help manage reputation making it a good reason to use traditional outlets and also
strengthens community relations. These rationales will thus be effective in reaching an
organization’s customers since most people watch televisions, listen to radios, and read
magazines and newspapers.
Advertising Traditional Outlets
After a crisis, the best traditional outlet to rebuild and advertise my brand would be to use
televisions and radios. I say this because these methods have a high chance of reaching more
people than magazines and newspapers. Some people will never get time to read newspapers and
magazines if they are always busy. More people since the invention of televisions and radios,
almost every home uses TVs and radios and even in restaurants. Due to this factor, these two
traditional outlets can be used to rebuild and advertise the brand of the organization.
Advertising Rationale
There are key reasons to use traditional outlets as a way of creating a good public relation. Some
of these reasons include that by using traditional outlets, it shows that the organiz…
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