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IP4 Marketing - Admission/Application Essay Example

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This will be followed by a discussion of the various promotion mix tools that include advertising, personal selling, and sales and promotion. The tools mentioned above will also be reviewed again in the promotion tools giving as an idea of the extent of application. The next part will deal with the implementation of marketing strategies before concluding with a summary of what was discussed in the entire paper. Introduction This paper gives a detailed analysis on marketing issues and activities involved. It defines and gives an overview of what an integrated marketing communication is all about and how they relate to organization. The analysis of the various promotional tools that are put into place and used in marketing are also addressed. The tools looked upon here includes the advertisement, sales promotion and personal selling. These tools are specifically chosen since they are the best promotional tools that bring the expected results. Their associated forms which help in passing the message are also discussed. Finally the paper analyses how the various message strategies are implemented by the organization for their benefit and the benefit of their customers. Definition of marketing Mullins and Walker (2010) define marketing as a social process that involves the activities that are necessary to enable individuals and organizations to obtain what they need and want through conducting exchanges with others and to develop ongoing exchange relationships (Mullins & Walker, 2010). Overview of integrated marketing communications Integrated marketing communication is a process of coordinating, controlling and integrating all marketing communication tools and both the messages sent to the customers in a way that perpetuates meaningful data-driven dialogues (Kurtz, 2008). This leads to benefiting relationships between the organization and its customer since an understanding is created between the parties and a clear perspective of the programs are provided (BPP, 2010). Integrated marketing communication ensures that all the forms of communication and their tools combined together and the messages sent to the customer are carefully linked together for efficient running of the organization (Mullins & Walker, 2010). In coordinating all the activities involved in the promotion of the products through marketing communication the customers and all the stakeholders of the organization stay informed of the activities run in the organization. In any marketing process of a given brand there exists the most appropriate promotional tool that can be used in the process to give the maximum results expected. Therefore in integrated marketing communication the promotional tools used are clear in giving the message being passed out. Consideration of the mass coverage and the speed of the delivery is also important (Pride & Ferrel, 2010). This gives an understanding that different promotional tools have different or rather varying strength in the way they deliver the message channeled through them. The outstanding issue under integrated marketing communication is persuading the public through informing them about the brand and making them get involved give a benefiting contribution to the organization (Lamb, Hair, & McDaniel, 2011). Promotion mix strategies (push and pull strategies) Push strategy is a marketing strategy where the providers of services and goods provide all the needed information to the ...Show more


Marketing Concepts (Name) (University) (Course) (Tutor) (Date) Abstract This paper is going to look at various concepts in Marketing beginning with the definition of marketing and how it is understood in the business world. It will then look at the concept of integrated marketing communication which is a form of management of marketing tools, messages and customers…
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IP4 Marketing essay example
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