Marketing Communication Project for Abbey National

Masters
Essay
Business
Pages 12 (3012 words)
Download 0
The emergence of Integrated Marketing Communications has become a significant development in the field of Marketing since 1990s. It has created deep influence in thinking and actions of companies and organizations in their search for tools to face the realities of hard competition in a globalized economic environment.

Introduction

The appropriate promotional product mix is chosen. The guidelines of evaluation and control of the campaign is prepared.
On COST, but not on PRICE: The term 'Customer's cost' is very essential. It is not the price what customer pays, but the value of the product and services customer has to delineate to acquire the product / services he /she is getting. Whether the customer is getting the value for money
On COMMUNICATION but not on PROMOTION: The emphasize is on Communication. There is no place of product or service promotion. The buying decision of a customer no longer depends only on the product or services offered. It also depends on various other factors like company reputation, it's standing in public image etc. Communication is the most essential aspect in achieving this goal. The communication process should be a two way process involving the customer for feedback.
As per the American Association of Advertising Agencies, the IMC can be defined as "a concept of marketing communication planning the recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines e.g. ...
Download paper
Not exactly what you need?

Related papers

Integrated Marketing Communication Project
The designed questionnaire was taken to the chosen set of respondents who were necessarily consumers who had purchased an Apple product. In response to a question on the main aspects that influences brand evaluation by the customers it was observed that the main aspects that influences them particularly in the customer segment of Apple was quality. Customers often perceived a product on the basis…
Integrated Marketing Communication Project
Software packages like SIEBEL and others are being used by the organizations in this regard. The present section would analyse the customer relationship management techniques employed by Apple Inc to maintaining relationships with their existing customers and to increase their loyalty towards he brand. Loyalty Programs of Apple Customer loyalty programs at Apple largely focus upon creating a…
Marketing Communication
These marketing strategies includes the slogans “How are you” and “Power to who”, video, television, newspapers, banners and magazines, Vodafone VIP, Freebee rewardz, corporate social responsibilities, company website, social media and Sponsorship of racing competitions. On the other hand, T-Mobile emulates social media sites including MySpace, Twitter and You Tube and the slogan ‘Life…
Marketing Communication Project for Abbey National
The appropriate promotional product mix is chosen. The guidelines of evaluation and control of the campaign is prepared.…
Marketing Concept and Marketing Communication
Thinking of marketing less as a function and more as a set of values and processes (Moorman and Rust 1999) appears as the new vision of marketing. The survival and growth of a company therefore requires accurate knowledge about customers and careful relationship management.…
Business Marketing Communication
Instead, both academics and practitioners are embracing models which acknowledge the autonomy and unpredictability of customers.…
Marketing Communication Essay
In the highly paced world of today, proper communication is believed to be the key of success.…