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Integrated Marketing Communication Name: Institution: Date: Abstract Integrated marketing communication is a term that implies the application of constant brand messaging across a variety of marketing channels. The purpose of this paper is to discuss the impact that internet marketing would have in facilitating internet marketing communication in the case of Virgin Trains…
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Download file to see previous pages... In order to portray the influence in integrated marketing communication, the paper will undertake a literature review, and providing an analysis of the findings based on the way in which IMC helps companies to boost their marketing potential over the internet. Integrated Marketing Communication Introduction Integrated marketing communication (IMC) refers to a term that became prevalent in the 20th century and it encompasses the application of constant brand messaging across a variety of marketing channels (Chandon et al 2006). IMC makes use of various tools that allow marketers to make sure that their audience receive the message and ensure that they can be able to leverage these tools in an effective manner. IMC derives its influence from the traditional means of advertising as well as the efforts that are fostered by the public relations field (Chaston 2001). It also makes use of the online means of communication such as social media in order to ensure that the audience receives the desired message (Chandon et al 2006). The purpose of this paper is to discuss the impact that internet marketing would have in facilitating internet marketing communication in the case of Virgin Trains. ...
Therefore, the Web should not be treated as a simulation of the real world, but it should be treated as an alternative to the real world environment whereby consumers can be able to experience tele-presence (Ashok & Lace 2008). As a result, users of the internet are able to gain access to hypermedia content that allows them to communicate in an efficient manner (Duncan & Sandra 2007). The unique interaction between people and machines has provided room for rapid adoption of the internet as a medium that can be used to undertake commercial activities (Cornier 2009). After realizing the tremendous growth and the power of the internet, marketers have been challenges to adopt mechanisms that can allow them to integrate their marketing communication mix with the internet. With the use of the internet, consumers can be able to interact with machine as well as with each other (Abrahamson & Lundgren 2004). Firms can be able to offer content to the medium as well as communicate with each other. Consumers and firms are provided with an opportunity to interact with each other, and consumers can be able to provide commercial content to the internet (Wen et al 2006). The internet serves as a mechanism that provides exceptional opportunities for organizations to sell or market their products and services in an innovative manner (Czinkota & Ronkainen 2002). When a website associated with a particular company is planned in a careful manner, it can allow that business to reap significant rewards as well as provide the organization with a chance to succeed in the operations that it undertakes (Ashok & Lace 2008). Therefore, it is important to set clear objectives, especially in the case of a corporate website, and those objectives ...Download file to see next pagesRead More
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