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Integrated Marketing Communications: Timberland - Research Paper Example
Pages 10 (2510 words)
Integrated Marketing Communications: Timberland Integrated Marketing Communications: Timberland Introduction Integrated marketing communications (IMC) is a newly developed concept that coordinates different brand communication mechanisms in order to create seamless experience for the customer…
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 approach of Timberland Footwear. Promotion Mix The major five aspects of promotional mix are advertising, personal selling, sales promotion, public relations, and direct marketing. While analyzing the Timberland’s advertising practices, it seems that the company keeps its advertising expenses relatively lower than those of its direct competitors. Instead of spending huge amounts on advertising practices, the company emphasizes more on product availability and brand recognition. To illustrate, as Adhlakha, Baker, Decker, Iden and Xia (2010) reports, Timberland’s advertising expense was $43.1 million in 2009 whereas the firm’s direct competitor COLM incurred an advertising cost of $72.237 million in the same year. ...
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