Integrated Marketing Communications Is Defined As A...

According to Ang (2014), Integrated Marketing Communications is defined as a research-based, audience-focused, communication planning process that aims to execute a brand communication program over time and this is achieved by coordinating different communication disciplines and integrating the creative content across different media. The aim is to achieve short-term financial gain and long-term brand equity. Since IMC is all about using different Media vehicles, the most effective one is Television; such as Reality television shows which has many benefits and contributions especially when it comes to creating a successful brand. There are two reality television shows that has been analysed from the first part of this assignment and they are: Keeping up with the Kardashians and My Kitchen Rules, which I will then discuss how it relates to branding. Brand equity is important to create and maintain as it is an intangible asset of added value as well as goodwill that will then result from the favourable image, impressions of differentiation and the strength of consumer attachment to brand name, company name or trademark. The stronger the equity the better it positions the company as well as its brand which is only often reinforced through advertising or even sponsoring. For example, Breville appliances command good quality kitchen appliances and represents higher price than the other brands as it is being used by the contestants of My Kitchen Rules. 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