Nobody downloaded yet

Integrated Marketing Communications - Research Paper Example

Comments (0) Cite this document
This essay discusses integrated marketing communications. It analyses the role of marketing communication in modern business which practices have been identified as a key factor in survival in modern-day business. The essay considers business effectiveness in process of marketing communication…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.9% of users find it useful
Integrated Marketing Communications
Read TextPreview

Extract of sample "Integrated Marketing Communications"

Download file to see previous pages This approach is called Integrated Marketing Communication. This is a relatively new concept in management. It is engineered to harness all aspects of marketing communication such as advertising, promotion of sales, public relation, and direct marketing in a highly focused manner eschewing the former tendency of these departments to function in isolation. The account of the phenomenon of Integrated Marketing Communication by Aaker, Batra, and Myers (1992) constitutes a fair working explanation of the phenomenon: . . . advertising and sales promotions operate together in their impact on the consumer. When designed and run in tandem, they yield power synergies that magnify their individual effects.
The ambiguity centered on the definition of IMC has created complexity in assessing the operational efficiency of the process. There are many levels of integration, which produces problems collectively as well as individually. The ideal execution of IMC calls for the sharing of the entire organization.
The purpose of marketing communication is to influence the thinking process of the recipient the communication about a brand, a project, a service etc. This called the conceptualization ion of the idea. The next step is the relationship building. The recipient of the communication and the brand should establish an emotional connection. This activity takes place on the subliminal level. Marketing communication should establish a relationship of trust with the entire clientele, which is comprised of the every day functional user of a product in the wider society as well as the user of a product in a chosen niche of the community. This trust of the recipient would be expressed in sales inquiry or attempt switch to the new brand. This is the activation of behavioral change in visible forms.   ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(Integrated Marketing Communications Research Paper, n.d.)
Integrated Marketing Communications Research Paper. Retrieved from
(Integrated Marketing Communications Research Paper)
Integrated Marketing Communications Research Paper.
“Integrated Marketing Communications Research Paper”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Integrated Marketing Communications

Integrated Marketing Communications

...? Integrated Marketing Communications Task: Integrated Marketing Communications Marketing is the development of ideas and executing their perception, promotional aspects and distribution to effect changes that meet the objectives of the organization and the individual in the market. The twenty first century marketing trends present a number of challenges to marketers. There are notable transitions in customer behavior, as a market trend, besides several others as the development and the emergence of nontraditional media (Edwina & Jennifer, 2009, p.315)....
5 Pages(1250 words)Essay

Integrated Marketing Communications

...? INTEGRATED MARKETING COMMUNICATION IMC Plan for Bodyfit Studio Words-count 1997 …………………. College/ ………….. …………. Introduction   Integrated Marketing Communication (IMC) has become an extremely important marketing strategy that ensures greater returns and far positive outcomes from an effective integration among various methods of communication and promotion activities. Today’s business environment is highly dynamic as products offerings of most of the companies in a particular industry are similar in design, price, features, performance and core benefits, and therefore it is highly...
8 Pages(2000 words)Essay

Integrated Marketing Communications

...?Integrated Marketing Communications Table of Contents Integrated Marketing Communications Table of Contents 2 Introduction & Issues Faced by Timber Industry 3 Organizations involved in the reporting forest/timber industry-related information 4 Carbon Right and Carbon Emissions 6 Branding and communication Strategies in Timber Industry 6 Marketing Mix 8 Product 8 Price 9 Place 10 Promotions 10 People 10 Process 11 Physical Evidence 11 Press Release 12 B&Q- Vision 2015 12 References 13 Introduction & Issues Faced by Timber Industry Timber industry is one of the most important industry segments of the world...
11 Pages(2750 words)Essay

Integrated Marketing Communications Plan

...Inserts His/her Inserts Inserts Grade 12, Integrated Marketing Communications Plan Introduction An integrated marketing communication plan has been prepared for Ann’s Pantry which is a family run cafe and a restaurant located in the village of Moelfre. At Ann’s Pastry, quality products are served and the regular menu includes fresh fish and shellfish which is supplied to them by a local company. The other raw materials that are used are also of very fine quality to ensure customer satisfaction. Ann’s Pantry is a local business that has twenty-five employees. Besides food, gift items are also sold by the business to the customers for...
3 Pages(750 words)Assignment

Integrated Marketing Communications Strategy

...? Integrated marketing communication strategy Table of Contents Introduction 3 Body 3 Conclusion 6 Reference 7 Business Memorandum ACME FOOTWEAR MEMORANDUM TO: SARAH SHUE, PRESIDENT FROM: VP, MARKETING DATE: 11/3/2013 SUBJECT: Integrated Marketing Communication Strategy Introduction Sneakers are the primary product with ACME Footwear. Now, it is also selling t-shirts, hoodies, and baseball caps with the same branding style. Our brand is more fashioned than athletics. Our core customers have been self described as hipsters but they generally shop at the mall. We sell through a 62 youth oriented stores in our sales region...
4 Pages(1000 words)Assignment

Integrated Marketing Communications 2

...that are not in line with the youths' target market needs and wishes. It should alter its current strategy to become consistent with the new branding strategy to target the youth (Temporal 2002, p1). Only if the company is able to deliver to its customers in the way they want it will it receive the brand loyalty and brand commitment that they deserve otherwise the youngsters have an array of choices out there and they can easily switch their purchases from one brand to another. Integrated efforts of all involved Creating or altering a brand strategy and developing the brand image and then delivering it to the target audience with the promise of living up to the corporate brand expectations by the youth...
10 Pages(2500 words)Essay

Integrated Marketing Communications Plan

...Executive Summary This integrated marketing communications plan is being drafted to help Royal Caribbean Cruises Ltd to adapt to its changing environment and to obtain more customers. Royal Caribbean Cruises Ltd is currently operating in an environment characterised by a weak home economy, inflation, constant terror threats and increasing environmental awareness and legislation. Royal Caribbean Cruises Ltd are currently ranked second in the cruise industry, and this is a position they would like to improve on by expanding their services into the European market, where travellers have not been deterred by the threat of terrorist attacks. Royal Caribbean Cruises Ltd is...
21 Pages(5250 words)Essay

Global Integrated marketing communications

...Global Integrated Marketing Communications The integrated marketing campaign (IMC) looks to present a single message or a series of message in a consistent manner whereas the marketing plan or campaign (MC) is the overall basis of IMC in the first place. There would be no basis of IMC if the MC is not drafted or prepared. MC looks to counter the strategies and tactics which will be employed in the wake of the ever changing market scenarios and conditions whereas the IMC looks to present the message of the MC through a synchronized and harmonious way. Therefore it would be correct to suggest that the IMC is indeed important but not to the same levels as the MC is since the MC looks at all the different angles of marketing the brand... ...
12 Pages(3000 words)Essay

Integrated Marketing Communications Report

...Integrated Marketing Communication and Section # of This report presents the marketing communication plan about a new drink FIZ. FIZ would be proclaimed as the next generation cold drink having all the goods of a carbonated drink that is loved by individuals such as PEPSI, COKE, but would not contain the harmful effects of the same. The following report presents an in-depth analysis of the marketing plan of this drink i.e. how the communication would take place from the organization towards its target market/audience. Introduction Integrated Marketing...
14 Pages(3500 words)Essay

Integrated Marketing Communications Practice

... Evaluation of Integrated Marketing Communications Practice Table of Contents Summary 1 Introduction 2 Target market 3 Identification of the target market 3 Key messages 4 An evaluation of the appropriateness of the messages to the target market 5 Marketing communications tools and media examination 7 Key similarities and differences of the marketing communications 8 How the communication activities are helping, the organization undertake strategy and achieve their objectives 10 Key challenges to practicing IMC and evidence of IMC...
13 Pages(3250 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Research Paper on topic Integrated Marketing Communications for FREE!

Contact Us