Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

Shift to Integrated Marketing Communications - Research Paper Example

Comments (0) Cite this document
The aim of this research is to investigate the benefits of integrated marketing communication over traditional approaches. The paper "Shift to Integrated Marketing Communications" also evaluates the role of integrated marketing in overall strategic plans of the organization…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.8% of users find it useful
Shift to Integrated Marketing Communications
Read TextPreview

Extract of sample "Shift to Integrated Marketing Communications"

Download file to see previous pages Integrated marketing communications create a strong brand image because it is created by synergy and proper coordination.
Pride et al (2009) stated that integrated marketing Communications is coordinating all the promotional efforts of a product or a service with the main reason of maximizing the impact of the information and persuasion applied on promotional undertakings. The basis of Integrated Marketing Communications is to send and deliver a consistent message about a given product or service to the customers.
According to Koekemoer and Steve (2004) asserted that integrated marketing Communications can be used to manage customer relationships so as to propel the value of the brand. They further argued that for integrated marketing Communications to occur, four stages must be fulfilled. The first stage is developing the policies of sending, delivering and receiving combined marketing messages. The second stage is to consider the source of the company’s brand as well as the product distribution channels. This provides useful information on how the message can be transmitted to the intended customer or consumer. It is important at stage two to widen the scope of communication activities to include employees, suppliers as well as other relevant business partners. The wider inclusion of key stakeholders helps to support and align the marketing communication activities of given product or service to the customers or consumers. The third stage Koekemoer and Steve (2004) recommended for efficient integrated marketing Communications is the use of information technology (IT) when utilizing the available data. Information technology provides a foundation to identify the impact and value of both internal and external marketing communication programmes. The fourth stage is to align strategic planning to be driven by consumer orientations.  ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(Shift to Integrated Marketing Communications Research Paper, n.d.)
Shift to Integrated Marketing Communications Research Paper. Retrieved from
(Shift to Integrated Marketing Communications Research Paper)
Shift to Integrated Marketing Communications Research Paper.
“Shift to 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 Shift to Integrated Marketing Communications

Integrated Marketing Communications

...? Benefits and Challenges of Integrated Marketing By Introduction Integrated marketing communications is a method for attracting and retaining customer relations that will help an organization maintain a competitive advantage through communication methods. The customer relations that will be maintained by the organization through integrated marketing communication will lead to value increase in the organization products brands (Kitchen, &Pelsmacker, 2004, p 147). For instance, Coca Cola applied communications method to attract and retain customers through its website and CSR. Various methods of communication such as billboard advertising and radio advertising and messages are linked together in a systematic and integrated manner. All...
6 Pages(1500 words)Essay

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). Exchange of information forms a vital element, in marketing, besides nurturing and maintaining a sustainable relationship between an organization and its customers or the market. The high...
5 Pages(1250 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 with the demand for the product of the industry being consistently on the rise. The global production levels of pulp based production...
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 their special occasions. It is essential for every business to market their products in order to boost...
3 Pages(750 words)Assignment

Integrated Marketing Communications

...? Integrated Marketing Communications Marketing is a very vital activity in any organization as it determines its competitiveness. Those activities involved in improving company and brand image such as advertising, sales promotion, personal selling, public relations, and direct marketing are regarded as marketing communication. Marketing communication has been in existence for long and it involved using a single marketing tool at any particular time to reach prospective buyers. Most firms enlisted the services of marketing agencies that specialized in one kind of communication such as advertising or personal selling. However, due to growth in information technology, internet, and the need to become customer-focused firms saw the need...
3 Pages(750 words)Essay

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 as well as through our own website. We target males and females ageing between 13 to 21 in eastern Canada. In order...
4 Pages(1000 words)Assignment

Integrated Marketing Communications

...: Towards a Paradigm Shift in Marketing. Management Decision, 32(2), pp. 4 – 20. Hackley, C., 2001. Marketing and Social Construction. London: Routledge. Heraldscotland. 2011. Virgin Trains sees revenue soar to ?753m amid passenger growth. [online] Available at [Accessed 26 November 2013]. Holm, O. 2006. Integrated marketing communications from tactics to strategy. Corporate communications, 11(1), pp. 23-33. Jarzabkowski, P., J. Balogun and Seid, D., 2007. Strategizing: The challenge of a practice perspective. Human Relations, 60/1, pp. 5-27. Johnson, C.R. and Schultz, D.E., 2004. A focus on customers. Marketing Management, 13...
9 Pages(2250 words)Research Paper

Integrated Marketing Communications 2

As a result, classy, trendy and fresh branded outfits are the norm for this age bracket of which the importance can be judged by a statement from Branded- a book written by Quart, Alissa (2003) where she writes "Inspired by the commercialization of youth and also by the signs of resistance to it, I decided to write Branded. The term brand suggests both the ubiquity of logos in today's teen dreams and the extreme way these names now define teen identities."It is for this age group that our paper will look into the mechanisms of branding for a medium-sized company in order to ensure the success of the hosting company and its designer line among the growing market of the youths.
One of the most noticeable apparel that a person d...
10 Pages(2500 words)Essay

Integrated Marketing Communications

... their curriculum to meet this challenge. The integrated marketing communication has also brought about a paradigm shift towards the attitude of the company boss. The style of leadership in integrated marketing communication cannot be one of the commander and the commanded. In fact, the functional leadership of the boss, which managed from his/her isolated fortress of the innermost office room, cannot be copied any more. His/her role is one of a team builder and he/she has to see to the emotional content of his/her staff. In conclusion, the traditional attitude of an organization made up of buildings, furniture, equipments, products etc will have to be replaced by more of human factors. In the new set up of humanized work environment...
14 Pages(3500 words)Research Paper

Integrated Marketing Communications, Marketing Communications Manager

In today’s trend of marketing activity, people are bombarded with communication because marketers are after getting the attention of prospective customers. There are many organizations in the world and certainly, competition is everywhere. Competition is around and its manifestation is clear enough on various marketing activities that try to catch up the attention of prospective buyers or customers. This is evident in the cruise industry in Hong Kong. The major player is Star Cruises but it has its major competitors such as NCL Cruises, RCI and Costa Cruises. All these three cruise organizations are playing important role in Hong Kong’s cruise industry. Without these competing cruise organizations, the cruise industry...
9 Pages(2250 words)Assignment
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 Shift to Integrated Marketing Communications for FREE!

Contact Us