...........................................5 Introduction Integrated marketing communication can be defined as the way of integration of all the methods pertaining to promotion of brand in order to promote a specific product or service among the targeted customers. Its goal is to make all aspects of marketing communication like sales promotion, advertising, direct marketing, public relations, online communications, social media and personal selling to work together as a unified force maximizing the cost effectiveness rather than permitting each to work in isolation. It integrates and coordinates all chosen communication and marketing tools, sources and avenues into one seamless programme that is designed for maximising the impact on customers and other end users at minimum possible cost (Kitchen and Pelsmacker, 2004, p.20). The integration affects entirely the company’s marketing channel; business-to-business, internally directed and customer focused marketing communications. Classic communication methods in fashion industry Marketing communications can be defined as the communications in marketing that is used to create a favourable image towards a brand of product or service, an idea or a person. Marketing communication allow the marketers to inform, motivate, persuade and remind consumers. Companies entering the market with fashion clothes can use all elements of communication mix in their advertising, communication, personal selling and sales promotion and public relation. Advertising Any paid form of non personal presentation and promotion of ideas, goods and services by any identified sponsor. The pages of professional magazines and newsletters are common avenues for advertising information related to the product of firm. Effective communication by means of advertising and media can make a distinction of its firm from its competitors who are less focused (Blakeman, 2007, pp.25-30). Sales promotion These are short term incentives which encourage the purchase or trial of service or product like discount for access to database over a limited time period. Publicity and public relation The programmes are designed to protect or promote the image of company or those of its products including product literature, exhibition and articles about the product of organisation in professional or in consumer publications. Personal selling Personal selling can be defined as the face-to-face interaction with one or more prospective purchasers for the purpose of making sales. Sales are generally the primary means of selling business goods and services in business-to-business marketing. Each component of marketing communication has its specific functions and own features and can be most effective in reaching a specific communication target. However, the greatest beneficial effects for the company can be achieved by integrating the individual elements of integrated marketing communication. Contemporary communication methods in fashion industry A number of emergent and contemporary issues affecting both the practice and understanding of professional marketing communications have become a concern for decision making and is value centred. A wide range of accessible communication options and the areas of professional practice need to be managed and incorporated under the leadership of integrated marketing communications. Marketing communication earlier includes the dominant paradigm of the agency of advertising but now it is changing. In recent years, the emergence of specialist services companies providing
An integrated marketing communication programme for Rapanui Stage 1 Contents Introduction.3 Classic communication method in fashion industry…
Today’s business environment is highly dynamic as products offerings of most of the companies in a particular industry are similar in design, price, features, performance and core benefits, and therefore it is highly important for a marketer to differentiate them through benefits augmentation to attract targeted customers.
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.
Among this age gap are the teenagers and adolescents in early twenties who have just stepped out of their teens but have not entirely abandoned their teenage thinking and desires. This age group has the greatest desire to impress others with an emphasis on their clothing defining uniquely who they really are and hence distinguishing them from their counterparts in family, friends, schools and colleges.
Therefore, more and more companies today resort to differentiated marketing through highly focused segmentation and targeting strategies.
Having identified the segments of the markets which the company can effectively serve, given the
These expanding range of contemporary courses have been designed according to the educational needs of its undergraduate, postgraduate, and professional students.2
Aiming to reach out for a wider scope of market, the
MC looks to counter the strategies and tactics which will be employed in the wake of the ever changing market scenarios and conditions whereas the IMC looks to present the message of the MC through a synchronized and harmonious way. Therefore it would be correct to suggest that
The following report presents an in-depth analysis of the marketing plan of this drink i.e. how the communication would take place from the organization towards its target market/audience.
Integrated Marketing Communication, often referred to as IMC, defines how various
In general, IMC combines both the traditional and non-traditional marketing modes. The collaboration is done with modern promotional means which reinforces the marketing channels. In the modern market, numerous IMC
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