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
Masters
Essay
Marketing
Pages 4 (1004 words)
Download 0
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…

Introduction

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
Not exactly what you need?

Related papers

Integrated Marketing Communications
Various methods of communication such as billboard advertising and radio advertising and messages are linked together in a systematic and integrated manner. All promotional tools are harmonized together in the advertising chosen by a particular company. (Fill, 2009, p.5). Promotion tools include methods of advertising, personal selling, customer care relations, database marketing, consumer and…
Integrated marketing communications
Due to an increase in amount of impressions required in order to make an impact, businesses are struggling to find the best method of creating awareness about their brand (Lamb, Hair, and McDaniel, 2011:41). The public seems oversaturated with messages in any one discipline. As such, businesses need to connect with their audience by use of multiple methods of communication. This paper will seek to…
Integrated Marketing Communications
Marketing Mix and its elements are said to be the initiator in the process of marketing the product. Promotion is amongst one of the key elements which form marketing mix. Different promotional activities include sales promotion, advertising, direct marketing, and personal selling. Apart from these sponsorship marketing, database marketing, interactive marketing and public relation also forms a…
Integrated Marketing Communications: Timberland
The consumer product chosen for this research is footwear, which is manufactured and marketed by the Timberland Company. Timberland is a US based global manufacturer and retailers of products such as footwear, clothes, watches, and glasses. The company extensively uses traditional as well as modern advertising/promotion techniques to increase its market share. This paper will analyze the…
Integrated Marketing Communications Plan
As a matter of fact Argentina was the first place where TOMS Shoes were given out for free. In a period of only five years that TOMS Shoes has been in the market; the company has managed to sell over a million pairs of shoes. The company has not only sold out all those pairs of shoes but also it has given away freely almost an equal figure of shoes as part of the companies model of buy one get one…
Integrated Marketing Communications Strategy
Purpose of this paper This paper is a report to be submitted to Isla Driver, the North American Marketing VP of Zamda motors, a Japanese auto company, about the Integrated marketing communication project for the company to market its new variant of car the ‘2.2’ ‘two seated’ new small car in the Eastern Canada sales region. This report describes the marketing perspectives of IMC and…
Integrated Marketing Communications Strategy
We target males and females ageing between 13 to 21 in eastern Canada. In order to create awareness and drive sales for our product, we need to create an integrated marketing communication strategy. Body Integrated marketing communication strategy refers to coordinating and integrating various communication channels of the company in order to deliver a consistent, clear, compelling message about…