• Home
  • Subjects
  • Marketing
  • A Critical Discussion of the Concept of Integrated Marketing Communications from an Advertising Strategy and Planning Perspective

A Critical Discussion of the Concept of Integrated Marketing Communications from an Advertising Strategy and Planning Perspective - Essay Example

Only on StudentShare

Extract of sample
A Critical Discussion of the Concept of Integrated Marketing Communications from an Advertising Strategy and Planning Perspective

A significant debate over recent years has been the significance of ensuring the integration of these tools of marketing communications” (Yeshin, 2006). Introduction The desire to implement effective marketing communications and advertising strategies since the inception of corporate world prompted the integration of varied aspects deemed by managers to ensure clients’ satisfaction (Luck & Moffatt, 2009). The aim of this action was to capture large pool of clientele globally as well as corporations have high client’s retention rate essential in ensuring higher market share than other key players in the same field (Luck & Moffatt, 2009). However, this concept, which is Integrated Marketing Communications (IMC) has received both welcoming and dissuading arguments from varied scholars whereby the latter category deem IMC is a “management fad” (Cornelissen & Lock, 2000, p. 9). Hence, according to the dissuading category, IMC is not a new devised effective tool but a fashion of what used to be prior to the inception of utilizing it. Conversely, some scholars have argued pro about the idea of IMC coupled with availing adequate proven examples, which support the argument that have persisted up to date. Therefore, this study seeks to provide a critical discussion of Yeshin’s (2006) statement on the subject of IMC relating to both advertising strategy and planning in UK. ...
Download paper

Summary

The desire to implement effective marketing communications and advertising strategies since the inception of corporate world prompted the integration of varied aspects deemed by managers to ensure clients’ satisfaction…
Author : courtney23

Related Essays

Integrated Marketing Communications
6 pages (1506 words) Essay
Integrated Marketing Communications: Timberland
10 pages (2510 words) Research Paper
Integrated Marketing Communications Strategy
4 pages (1004 words) Assignment
To What Extent do barriers to growth of E-marketing affect consumer behavior?
6 pages (1506 words) Essay
Advertising and public relations (New product launch )
9 pages (2259 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!