This piece of research work addresses the relevance of IMC in today’s business world and examines how this can be implemented as a strategic step for advertising campaign. This paper identifies three companies at different levels, one from the Fortune 500 lists, one form the INC lists and one from the major online shopping companies and describes how these companies can effectively use IMC as basic strategy for their marketing.
Lamb, Hair and McDaniel (2004) described that integrated marketing communication is a careful combination of all promotional messages like traditional advertising, sales promotion, personal selling, event marketing, public relation, interactive marketing and so on so as to assure consistency in whatever messages being communicated to the targeted markets (p. 413).
Belch and Belch (2007) emphasized that IMC is a marketing process of planning, designing and developing brand communication program with customers, employees and associates in order to build short term financial benefits and long term brand value (p. 11). Various communication tools are effectively coordinated based on company’s goal to reach different target market more effectively and thus to create short term profitability and long term brand equity and brand loyalty among the customers.
IMC is a process in which companies accelerate its revenues and returns by aligning communication objectives with business goals (Schultz and Schultz, 2004, P. 3). Business goals normally include profitable operation as well successful marketing of goods or services being offered to the customers. IMC helps companies achieve their objectives by aligning and coordinating various elements of communication including advertising, sales promotion, direct selling, public relation etc. IMC has become relevant in today’s business because it not only
Integrated marketing communication has recently turned to be one of the most powerful marketing and communication strategies that many companies worldwide have implemented and achieved competitive advantages and effective marketing through better brand communication. When…
Ethnography brings into vision the domino effects of a holistic research technique founded on the perception that a system's properties cannot unavoidably be precisely understood without help of each other. The type has both formal and historical associations to travel writing and colonial office reports.
Though there were some efforts at PM in the early 20th century, it has only been the past few decades that have seen major advancements and radical new theories toward project control. Today's PM has endless tools to manage everything from risk to resources.
On the other hand, use of television might not be the best. This is because it is an expensive media to use. In addition, different people prefer different television channels. Therefore, handful people may prefer the channel chosen. Secondly, Emirates
The company is started by Curt Carlson in 1962 when he purchased a nationally-known Radisson Hotel in downtown Minneapolis (Schoeder 454). The hotel has become part of the Carlson Hospitality Worldwide. The parent company of Radisson, Carlson Companies
The author states that the concept of Globalization itself has resulted in the diffusion of cultural norms amongst the societies. In the countries where cell phones did not previously exist, the market has expanded so much that it is now one of the most important market for the cell phone manufacturers.
cant threats during Clinton’s terms that extended to Bush’s time, and perhaps that which could be considered the most significant in the 21st century, is terrorism. The rise of Osama Bin Laden that disturbed the nation and the whole world shook mightily the peace, order and