The Adoption Of Integrated Marketing Communications

Masters
Essay
Miscellaneous
Pages 11 (2761 words)
Download 0
Integrated marketing communications has come to be regarded as the perfect marketing strategy for the companies of today. Many of the leading multinationals have lately incorporated this strategy into their operations. After the analysis and careful consideration of all its pros and cons, ABC Advertising has also decided to adopt IMC (integrated marketing communications)…

Introduction


Integrated marketing communications is a marketing strategy that is extremely common-sense. IMC is an emerging concept. Therefore, it does not as yet have theoretical framework that is mutually accepted by all academicians or scholars. A number of scholars, however, are contributing to the building of a theory base. That is, in the rapidly changing advertising environment now found in many countries, there has been an inevitable calling for a more coordinated and systematized marketing communication concept and approach, which have often taken the form of Integrated Marketing Communications. Integrated marketing communications has been defined as a management philosophy (Stewart, 1996), an educational movement (Hutton, 1996), and a unifying business practice (Burnett and Moriarty, 1998), among others (cf. Stewart, 1996).
These inconsistencies in defining and measuring IMC have prevented the development of a cohesive research stream in this area. ...
Download paper
Not exactly what you need?

Related papers

Integrated Marketing Communications and Advertising
Integrated marketing communication is an approach to reach the customers through two communication channels, online and offline. Online channels include e-marketing, email, banners to latest websites, and internet TV. Offline channels include newspapers, magazines, billboards, radio and television.…
Integrated Marketing Communications
which carry leading brands in other product segments such as hair care and ladies skin care ranges. The product is currently having a 4% market share in the men's face lotion category and included in the top 10 brands in the market. Marketing Communication Process includes five elements. They are: sender, message, receiver, medium, and feedback.In developing marketing communications, the target…
Integrated Marketing Communications 2
As a result, classy, trendy and fresh branded outfits are the norm for this age bracket of which the importance can be judged by a statement from Branded- a book written by Quart, Alissa (2003) where she writes "Inspired by the commercialization of youth and also by the signs of resistance to it, I decided to write Branded. The term brand suggests both the ubiquity of logos in today's teen dreams…
Integrated marketing communications plan
Royal Caribbean Cruises Ltd is also looking to increase its home market in the United States by re-evaluating its marketing strategy in a bid to secure more revenue in the form of sales. As Royal Caribbean Cruises have at their disposal, 27 300 employees, 26 ships and an independent distributing network of approximately 30 000 travel and booking agents, they are at an advantage in terms of…
Integrated Marketing Communication
A product or service whether it is provided by a private or public service organization needs to market it and marketing needs marketing communication for it to succeed. According to Ms Linda Hall and Dr. Mark Wickham of the University of Tasmania, there is a lot of homogeneity in products, services and price, the concept of integrated marketing communication has become the 'new frontier' to…
The Adoption Of Integrated Marketing Communications
Integrated marketing communications is a marketing strategy that is extremely common-sense. IMC is an emerging concept. Therefore, it does not as yet have theoretical framework that is mutually accepted by all academicians or scholars. A number of scholars, however, are contributing to the building of a theory base. That is, in the rapidly changing advertising environment now found in many…
Integrated Marketing Communications (Marketing Communications Management, Copley)
This is more like an effective communication with the target market.…