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Essay sample - Marketing - Exam on Marketing
Pages 3 (753 words)
Exam 1. I. Integrated marketing communications is a comprehensive approach to marketing communication. It follows that it is greatly important for those in the field of advertising and marketing to understand and appreciate all the various integrated marketing communications tools…
The role of integrated marketing communication is to use advertising as a means of creating a sound and meaningful relationship between the business and the specific audience the business is trying to reach. II. While integrated marketing communication is a complex field, there are a number of specific IMC drivers. The primary drivers of integrated marketing communications include message clutter. Another notable driver is the need for consistency in brand differentiation. One considers that in organizations such as Coca-Cola this is evident in that a single logo and advertising campaign that are implemented for set periods. Still, other drivers are evolving technology and forming transaction to relationships. One considers that there are a variety of specific examples where these elements occur. In terms of evolving technology the Internet has presented many news ways companies can improve transaction to relationships and a fusion of entertainment to consumption. Among the most prominent recent examples include advertising specifically tailored to the customer and email marketing campaigns. Domino’s Pizza, for instance, recently developed an advertising campaign where if individuals clicked on their Facebook page they were eligible for a discounted pizza. There are a variety of different IMC communication tools. Different tools have different uses. ...
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