Integrated Marketing Communication

Integrated Marketing Communication
IMC, brand communications, and corporate cultures Client/advertising agency co–ordination and
cohesion
Lynne Eagle, Philip J. Kitchen. European Journal of Marketing. Bradford: 2000. Vol. 34, Iss. 5/6;
pg. 667
Abstract (Summary)
The concept of integrated marketing communication (IMC) has received considerable coverage in
the literature, but even its most ardent supporters have noted problems in translating the concept into
reality. Reports on an extensive two–phase study of the New Zealand advertising and marketing
industry, undertaken as part of an international series of studies of IMC implementation and usage,
which was conducted over the 1997–1998 period. The findings of the first phase, conducted in mid–
1997, reveal a strong ... Show more content on Helpwriting.net ...
The first part of this paper represents a phase of a longitudinal multinational investigation (i.e.
Schultz and Kitchen, 1997; Kitchen and Schultz, 1998) of the emergent concept and field of
Integrated Marketing Communications (IMC). Both parts of this study and paper were conducted
with the full support of the two major industry organizations; the Association of New Zealand
Advertisers (ANZA) representing major marketing organizations, and the Association of
Advertising Agencies (3As). Advertising agencies were selected as they are the dominant marketing
communication supplier in New Zealand. Public relations, direct marketing and sales promotion
organizations, while important providers of marketing communications, take a subservient role to
advertising agencies in strategy development and many of these organizations are either owned by,
or combine in strategic alliances with, advertising agencies.
Literature review
There is no doubt that the marcom industry (in all of its multifaceted formats) is transitioning
through a period of marked, sometimes turbulent, change, forcing a reexamination of roles and
responsibilities of both marketers and of marketing communications (marcoms) suppliers. Most
marketing texts (i.e. Boyd et al., 1998) stress variations of the conventional received wisdom that
planning and co–ordination of all company activity be centered around the primary goal of
satisfying customer needs. This is perceived to be the most effective
... Get more on HelpWriting.net ...

Integrated Marketing Communication ( Imc )
As defined by the American Association of Advertising Agencies, integrated marketing
communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles
of a variety of communication disciplines advertising, public relations, personal selling, and sales
promotion and combines them to provide clarity, consistency, and maximum communication
impact." Integrated marketing communication (IMC) is a combination of five elements, such as,
direct marketing, public relations, advertising, personal selling's, and sales promotion, by which the
company can communicate a positive and influencing image/message about a product/service that is
present in the market place plus provides how it brings value to the ... Show more content on
Helpwriting.net ...
Advertisements also help produce a variance in how the brand/company connects contrarily amid
customers and other businesses when doing business to business ads. Advertising sends the message
and data about products and services and the existence of the products and services in the current
marketplace. Advertising gives companies and brands the advantage of appealing and displaying the
organization's products/services in a positive image with important information regarding the
product/service. Contrarily advertising has its disadvantages, regardless of the legal ramifications,
logos, images, and trademarks can be duplicated, slandered, or mocked. Another drawback of
advertisements is usage of the wrong type of media or content, or bad timing, which could result in
a negative impression on products/services in the market. Direct Marketing is one more element of
the IMC that helps support in creating effective communication between the brand/company and the
consumer base. The direct marketing are selective and a designated delivery of communication
because it makes the face to face interaction between marketers with the consumer base. Interacting
directly with the targeted consumer base to generate a response and/or a transaction is direct
marketing. This communication will encourage the consumer base to

The Integrated Marketing Communications Textbook
Chapter seven of the Integrated Marketing Communications textbook was discussed in great detail
during weeks nine and ten of the semester. This section of the book addresses how online and
interactive communications play a vital role towards interactions in the modern world. The goal of
this chapter is to effectively incorporate online advertisements to deliver messages to dedicated
consumers. Over the course of this paper, it will become clear as to how a current news article
applies theory from lectures and the textbook to enhance online communications. The Globe and
Mail newspaper article depicts a Toronto police officer using Twitter to encourage students to treat
one another with respect, demonstrate to adults that not all cops are bad people, and emphasize the
importance of online communications in a technologically developed society. Officer Chris Boddy's
objective is to show respect and interest in the lives of others, to create a positive reputation for
himself and his police force.
Theory from chapter seven of the textbook explains that generation Y, those between 18 & 34 years
of age, are relying on online sources of media to obtain knowledge and understanding of what is
currently happening around the globe. Statistics Canada explains that 95% of Canadian households
have access to the Internet, with a monthly average of 45 hours spent online. Outside of the home,
citizens of all ages have access to online sources of media through tablets, smartphones and

T he market fragmentation and the increasing communication options in recent years have
contributed to the clutter the world is experiencing today. This has lead marketers to integrate their
marketing communication tools in order to break through the barrier of noise and reach the target
market, "marketing overload is forcing corporations to shout even louder" (keller 2001). In 1993
Shultz, Tannenbaum and Lauterborn introduced a new concept called Integrated Marketing
Communication (IMC). This concept has generated a great interest among academics and
practioners, although research regarding its frequency and implementation is limited. IMC have
been defined in numerous ways, all stressing the fact that IMC's Task is to combine all ... Show
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Therefore, integration will help producing integrity, because an organisation that is seen as a "whole'
rather than pieces and parts could be perceived as being more sound and trustworthy. Thus
increasing the perception of a brand's integrity is a definite advantage.
Nevertheless, the question that needs to be answered is when to use IMC and does the potential
return on invested communication "pound" it always positive(ROI). Firstly, the best way to identify
the need for IMC planning is to identify the complexity of the market where the company is dealing.
The more complex the market, the more likely the need will be for integrated communication
solution. The complexity can be caused by many factors, such as the target audience, the multiple
communication objectives, the distribution channels or even the product itself. Secondly, to generate
a positive ROI, the goal of IMC should be the establishment of an on–going dialog and
communication programs with specific groups of identified customers. The starting place is to
prioritize the segments in terms of IMC efforts and investment levels and from that, to establish for
each segment specific communication objectives, messages and incentives using various media
tools. In other words, the general approach should be to develop an analysis of the individual
segments, determine their value to the marketing organization and then prioritize them in terms of
the amount of the communication budget

ASSIGNMENT |
GLOBAL INTEGRATED MARKETING COMMUNICATION
Assessment for 2009/10 Term 3
Title:
Critical Evaluation of Current Marketing Communications Practice & Theoretically Underpinned
Marketing Communications Plan
Selected Retail Organization: Nordstrom
Date of Submission:
Submitted To:
Submitted By:
INTRODUCTION
Company's overview
Nordstrom is a sophisticated departmental store that offers a pleasant shopping experience to all
who step on its floor. Nordstrom's target markets comprise women, men, girls, and kids of the upper
and higher–middle section of the society. Nordstrom gives a lot to their consumers in both goods
and service. When asked, clientele say they expect goods that are fashionable, long lasting, and ...
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* From mass media advertising to more particular (niche) media, which are centered towards more
specific target audiences (Magazine, HR 2006). * Though integrated marketing communications is
further than just an advertising movement, the bulk of marketing dollars is used up on the creation
and division of advertisements. Therefore, the greater proportion of the research budget is also
exhausted on these elements of the campaign. The researched elements can be applied once the
marketing pieces have been tested: letterhead, logistics, customer service training etc. to complete
the IMC cycle
Figure 1: Integrated Marketing Communication cycle
Integrated marketing communication is combination of all marketing tools, resources and
approaches within a corporation which capitalize on impact on consumer mind and results into
maximum profit at low minimum cost. In general marketing starts from "Marketing Mix".
Promotion is one part of Marketing Mix. Promotional activities consist of Advertising, sales and
trade promotion and personal/ direct selling activities. It also includes sponsorship marketing,

internet marketing, direct marketing, public relations and database marketing. And incorporation of
all these promotional tools along with the other components of marketing mix to achieve edge over
rivals is called Integrated Marketing

Integrated Marketing Communications
Chapter 1 Integrated Marketing Communications Communication is defined as transmitting,
receiving, and processing information. The parts of a communications model are displayed in Figure
1.2. Components that should be discussed include: Sender–the person(s) attempting to deliver a
message or idea. Encoding processes–the verbal (words, sounds) and nonverbal (gestures, facial
expression, posture) cues that the sender utilizes in dispatching the message. Transmission device–
all of the items that carry the message from the sender to the receiver. Decoding–takes place when
the receiver employs any set of his or her senses (hearing, seeing, feeling, etc.) in the attempt to
capture the message. Receiver–the intended audience for ... Show more content on Helpwriting.net
...
3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Stage One–Identify,
coordinate, and manage all forms of external communication under one umbrella. Stage Two–
Extend the scope of communication to include everyone touched by the organization so that all
external

Integrated Marketing Communications Essay
Integrated Marketing Communications Integrated Marketing Communications is a concept that has
been around for quite a long time. It is bringing together advertising and the marketing
communications that are used. This concept has become a very important way for marketing
departments to transmit a message to their target audience. The important factor is getting to know
the customers, therefore the more knowledge of customer data shapes the marketing
communications and advertising message that is created.
Definition
About.com states IMC as "A management concept that is designed to make all aspects of marketing
communication such as advertising, sales promotion, public relations, and direct marketing work
together as a ... Show more content on Helpwriting.net ...
Therefore, the relationship between IMC processes and marketing strategy within a non–profit
organization is defined by the message being sent. The message for a non–profit has a goal to
collect money, so their message differs greatly from a for–profit entity that is trying to push their
product/service to be purchased.
Relationship of IMC processes There are still the same stages that non–profit and for–profit
organization needs to use. The translation portion, which involves building a message that, will be
used across all types of channels. The forming of the advertising mediums that will take that
message across those channels, and lastly, to build a return on the investment made for the
marketing communications is essential. The differing piece in the last step is that for–profit needs to
see an ROI, whereas the non–profit does not.
Real World IMC
Currently I am in the process of needing to develop a campaign for the sales position I hold for an
online advertising agency. There is currently not an integrated marketing campaign in place, so the
essential piece to my work example is starting to start putting together the IMC plan together. We're
(StudyLink) having problems reaching our target audience in an effective manner here in the United
States. As Clow and Baack state, "The purpose of the plan is to achieve harmony in relaying
messages to customers and other publics" (2004). If I can start building the company's IMC

Integrated Marketing Communications Plan
INTEGRATED MARKETING COMMUNICATIONS PLAN A. ADVERTISING Advertising refers
to the paid promotion of goods and services through a sponsoring organization or company. While
marketing has the objective to choose markets that have the capacity to purchase a product,
advertising, on the other hand, is the paid communication through which relevant information about
the product is conveyed to potential consumers (2001). In a general sense, the author plans to use
advertising in order to be able to impart to interested Christian women aged 13–45 the availability
of slots in the Virtuous Woman Pageant. In a way, advertising will also be able to provide critical
information regarding the Virtuous Woman Pageant. The author believes that when the ... Show
It is this alarming situation regarding the true objectives of advertising that could lead to an increase
in the responsibilities that the author and the organizers of the Virtuous Woman Pageant would face.
B. PUBLICITY Publicity is a term that is closely related to public relations. While public relations
refers to the proper management of all means of communication among the companies and the
people involved, publicity, on the other hand, is the careful management of a product or service's
means of communication between the company and the general public. Therefore, it is basically an
informative process. However, its main objective is the promotion of products and services being
offered by a company. Thus, a publicity plan is being made along the process in order to obtain
excellent press coverage for the company's products (2003). The author and the organizers plan to
issue a press release regarding the launching of the Virtuous Woman Pageant, but other methods
including Internet releases are in the author's options. However, in order for these tools and
techniques to be effectively utilized by the media, they must be able to generate a great interest from
the public. For this to happen, the author and the organizers of the Virtuous Woman Pageant plans to
manipulate the press release in order to be a perfect match to the Christian women. The author
believes that the most

INTEGRATED MARKETING COMMUNICATIONS (IMC)
‘Integrated Marketing Communications (IMC) .The concept under which a company carefully
integrates coordinates its many communications channels to deliver a clear, consistent, and
compelling message about the organization and its products.
IMC starts with the identification of consumer needs. IMC builds a strong brand identity in the
market–place by tying together and reinforcing all your images and messages. IMC means that all
your corporate messages, positioning and images, and identity are coordinated across all [marketing
communications] venues. It means that your PR materials say the same thing as your direct–mail
campaign, and your advertising has ... Show more content on Helpwriting.net ...
Traditional media advertising has become too expensive and is not cost–effective. Also, escalating
price competition in many markets has resulted in marketers pouring more of their promotional
budgets into price promotions rather than media advertising.
A movement away from relying on advertising–focused approaches, which emphasize mass media
such as network television and national magazines, to solve communication problems. Many
companies are turning to lower–cost, more targeted communication tools such as event marketing
and sponsorships, direct mail, sales promotion, and the Internet as they develop their marketing
communication strategies.
A shift in marketplace power from manufacturers to retailers. Due to consolidation in the retail
industry, small local retailers are being replaced by regional, national, and international chains.
These large retailers are using their clout to demand larger promotional fees and allowances from
manufacturers, a practice that often siphons money away from advertising. Moreover, new
technologies such as checkout scanners give retailers information on the effectiveness of
manufacturers?promotional programs. This is leading many marketers to shift their focus to
promotional tools than can produce short–term results, such as sale promotion.
The rapid growth and development of database marketing. Demands for greater accountability from
advertising agencies and

Concept Of Integrated Marketing Communication
In 1989, Four A's (American Association of Advertising Agencies) defined Integrated Marketing
communication as a marketing communication strategy that provide a clear consistent and
maximum communication influence to target audiences, by use a variety of communication
disciplines. (Eg. sale promotion, public relations, general advertising and direct response.)
Integrated marketing communication could be use to create, maintain and develope the customer
relationship for those target audiences who most likely to contribute a long–term profit, for example
loyal consumers, governments, regulatory agencies and investors.
Effective Integrated Marketing communication could nurture a stong customer relationships, but it
require a careful planning to an integrated communication program. It could maximize certain
communication objectives that potentiality lead to a desired behavior form the target audience.
It is notable that once a company adopted the integrated marketing communication strategy there is
a major effect that every time the company in touch with its target audiences, the communication
effort must be clear, effective and consistent, no messages contradict, but rater to support or
complement each other.
George E. Belth and Michael A. Belch (2007) summarize that, there are seven main elements to
achieve a promotional mix, which could accomplish company's communication objectives.
1. Advertising Any non–personal communication by use mass media to send information

1.0 Introduction
"Integrated Marketing Communication (IMC) is a concept of marketing communications planning
that recognizes the added value of a comprehensive plan. It evaluates the strategic roles of a variety
of communications disciplines – for example, general advertising, direct response, sales promotion
and PR – and combines these disciplines to provide clarity, consistency and maximum
communications impact."
–American Association of Advertising Agencies
The importance of implementing a sound Integrated Marketing Communication (IMC) campaign by
any organisation is to properly compliment their sales efforts by effectively gaining awareness from
the target market. Essentially, a successfully–implemented IMC campaign would draw ... Show
• The Star and The Edge has a cumulative annual average net circulation of 332,000 nationwide
according to ABC Malaysia. • Increase sales or frequency of purchase by virtue of discounts
• Increase store loyalty (Discourages brand/store switching)
• Even out busy periods especially during off–peak hours when business is quiet • Builds a
positive image of DELIcious
• Counter bad publicity or turn public 's negative impression to positive
• Improve employee motivation thus increasing productivity and customer satisfaction
• Enforce effectiveness of advertising
Weaknesses
Adapted from:
Blythe, 2003 • Unable to effectively target the intended audience.
• Too much clutter in the newspaper. Not effective in capturing attention.
• Life expectancy of newspapers are relatively short for the papers are read and discarded the next
day
• Poor print quality of the newspapers would not reflect corporate image.
• Most expensive form of communication tool. • Current promotions are weak in drawing new
customers as promotions are mainly aimed at loyalists.
• No incentives for potential untapped customers/ prospects to start dining at DELIcious. • Do not
directly increase sales as charitable causes are done on complimentary basis
• Do not replace other promotional activities.

• Public Relations are mainly used to retain existing customer, but does little to convert prospects.
Table 2.1 – Strength and

Integrated Marketing Communications essay:
Integrated marketing communications (IMC) as defined by the text is, carefully integrating and
coordinating the company's many communications channels to deliver a clear, consistent, and
compelling message about the organization and its products. The integrated marketing plan is a
superior model for marketing communications because it creates synergy, provides internal focus, is
an efficient and effective marketing communication program and has a greater impact than
traditional fragmented marketing.
Guinness It's alive inside:
The company I chose is Guinness. Guinness it's alive inside campaign is a good example of an IMC
by using one core idea across the communications mix. Sponsorship, ... Show more content on
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"Swirling clouds tumble as the storm begins to calm, settle, breath in the moment, then break
through the smooth, light head to the bittersweet reward. Unmistakably Guinness beer, stout or
draught, from the first velvet sip to the last, lingering drop, and every deep–dark satisfying mouthful
in between." Even the description of their product evokes images of it being alive inside. This is
effective because it makes you desire a Guinness over any other kind of beer imaginable.
The results
You can contact Guinness via email at Guiness@customer–care.net . Other ways a company can
collect feedback is through the use of focus groups. Using a focus group you can get information
like does the target group remember the message? How did they feel about the message? What
points do they remember about the message? What attitudes they have about the company and the
product. They can also use their pull strategy to see how demand for the product has changed since
the campaign went into effect. Also to some extent how effective it has been on the younger crowd
through researching demand from bars that typically attract the younger generation.
Traditional fragmented marketing techniques have created cynicism. Because of the lack of a
unified message it creates doubt about the integrity of the company. IMC provides a clear, unified,
and compelling message. IMC cuts through the clutter of massive amounts of marketing

Apple's Integrated Marketing Communications Essay
Table of Contents Introduction 1 Apple's Integrated Marketing Communications Programme for
iPad. 2 Brand Positioning 2 Target Audience 3 Target market and segments 4 Evaluation of the
products' Integrated Marketing Communications plan: 4 Conclusion 7 Recommendations 7
Bibliography 8
Introduction
This report will discuss Apple's Integrated Marketing Communications (IMC) Programme for their
iPad product and how this is coordinated to communicate the iPad's product positioning strategy.
Apple's iPad is a tablet computer adding a new genre to their mobile devices. The report will discuss
the brand positioning and any recommendations for future IMC planning. ... Show more content on
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As mentioned in Steve Jobs' compelling positioning statement in the introduction, he made two
important statements about the product. They were that the iPad was between two already highly
successful mobile devices, the laptop and the smartphone, and very importantly that the iPad had
competitive advantages over each. Apple brand followers were instantly excited and could not wait
for the release of the iPad so they could be the first to have it, whether they needed such a device or
not! The iPad was a game–changer in the tech world when released in April of 2010 and some
believe it may end the personal computer era such is the strength of the brand.
Target Audience
The iPad's target audience is not as clear as one would think, it turns out that it is very broad. The
initial thought on the iPad by the media was that it was just a big iPhone that could not be used for
regular phone calls, so who would want something like that? Apple believed, like for the iPod, that
the iPad was for everyone. They got this perception when a year after the iPod was released many
consumers still believed the device was for 'techies and celebrities'. The task, therefore, was to use
communications to inform world audiences that the iPod (and now the iPad) was for everyone, not
just a select few (Fill, 2009). The fact that many features and programs on the iPad were inherited

Integrated Marketing Communications ( Imc ) Essay
Integrated Marketing Communications (IMC) is a simple concept that helps to ensure that the
communications between the promotional implementations are interconnected properly so that they
all work together harmoniously. This concept is also something that is not new in the world of
marketing. "IMC is the coordination of the promotional mix elements (advertising, public relations,
sales promotion, personal selling, direct marketing, and online marketing/social media) with each
other and with the other elements of the brand's marketing mix (product, place, price) such that all
elements speak with one voice."(pg. 12). The objective of marketing is to produce bottom–line
results by increasing sales and high investment returns. Marketing campaigns establish long–term
goals in pursuance of increasing the value of a brand over time while sales promotions set short–
term goals as a means to sway consumers toward a particular brand. In order for a marketing
strategy to be successful, awareness of the brand needs increasing as well as changing potential
consumers attitude about a product, a company or services that are being offered. "Increased brand
awareness is not only one of the most common marketing communication objectives; it is also
typically the first for a new company." (Kokemuller, 1). When advertising, identifying the target
audience is one of the first things that need to be done. Identify the target audience through a
channel of communication so the right customer is

Advantages Of Integrated Marketing Communication
The purpose of this article is aims to explore the whether Integrated Marketing Communication
could indeed be seen as an effort towards promotion in practice. Besides that, the second purpose of
Integrated Marketing Communication is drawing out few challenges and future of integrated
marketing communications for business. In this article the author discusses the concept of Integrated
Marketing Communication. The Integrated Marketing Communication as an effective tool that can
guide practitioners in developing and implementing marketing communications more consistent,
systematic and efficient. The methodology of this article is using a variety of review of literature to
obtain and collect information about Integrated Marketing Communication.
Keywords: Integrated Marketing Communication, Information Technology, Promotional Mix,
Stakeholders.
5.1 Introduction According to Fitzerpatrik.K.R. 2005, by definition, it involves the merging of
distinct communication functions in a way that allows an organization to speak with "one voice, one
look". Integrated Marketing Communication is a step towards an integrated approach in achieving
efficiency by synergy. Apart from that it also represents the "voice" of the company and its brands
and is the means by ... Show more content on Helpwriting.net ...
The challenges of IMC are shift in market place power from manufacturer to wholesaler to
retailer/shift in channel power. A movement away from relying on advertising focused approach,
rapid growth of data base marketing, a shift in traditional promotions, change in the way the
advertising agencies compensated, rapid growth of internet marketing, growing competition in
relationship marketing, change from mere information delivery to value delivery, consumer
empowerment, fragmentation of media, increasing advertising clutter and desire for greater
accountability. Therefore, the IMC had to face internal and external challenges with researching an
issue in

Integrated Marketing Communication Essay
INTEGRATED MARKETING COMMUNICATIONS
Definition: Integrated Marketing Communication Definition: IMC is a concept of marketing
communications planning that recognizes the added value of a comprehensive plan that evaluates
the strategic roles of a variety of communications disciplines – for example, general advertising,
direct response, sales promotion, and public relations – and combines these disciplines to provide
clarity, consistency, and maximum communications impact by The American Association of
Advertising Agencies (the 4A's)
The Emergence of IMC The Market revolution forcing a movement towards IMC: A shift of
marketing dollars from media advertising to other forms of promotion, particularly consumer and
trade oriented sales ... Show more content on Helpwriting.net ...
Creative strategies are broadly classified as involving either informational or transformational
appeals MESSAGE SOURCE: Messages delivered by attractive or popular sources can potentially
achieve higher attention and recall, which is why advertisers often use celebrities as spokespeople
04::: Select the Communications Channels: Selecting efficient channels to carry the message
becomes more difficult as channels of communication become more fragmented and cluttered
Personal Communications Channels: Personal channels of communication involve two or more
persons communicating directly face–to–face, person–to–audience, over the telephone, or through
e–mail Non–Personal Communications Channels : This is a One–to–many communication and not
face–to–face. It includes the following: – Media – Sales Promotions – Events and experiences –
Public Relations 05::: Establish the Total Marketing Communications Budget: The different
methods or techniques are: The Affordable Method Percentage of Sales Method Competitive Parity
Method Objective and Task Method
06::: Deciding on the Marketing Communications Mix: Each communication has its own unique
characteristics and costs too: Advertising: Advertising has the following qualities: Pervasiveness
Amplified

Integrated Marketing Communications (IMC) in the UK
INTRODUCTION
Over the last decade, product marketing and ways through which communication takes place
between manufacturers and consumers has changed tremendously (Belch & Belch 2004). Due to the
technological revolutions and the rise of innovations such as the mobile phones and the internet,
control over information has shifted apparently from the manufacturer's hands to the hands of
consumers (Belch & Belch 2004). The market environment has also changed due to globalization of
marketing strategies, loss of confidence in media advertising, increased reliance on targeted
communication methods, and media fragmentation and so on (Belch & Belch 2004). Given the
changing market environment, the need for more efficient and cost effective ... Show more content
on Helpwriting.net ...
As a result of the IMC concept, marketers are increasingly employing several devices which were
once the domain of dedicated and specialist companies (Dewhirst & Davis 2005). This concept has
been embraced in practice by many companies not only due to the acquisitions and mergers which
have resulted in consolidation of the advertising industry but also due to the synergies that have
emerged from the integration of the various communication activities within the IMC framework
(Dewhirst & Davis 2005).
LITERATURE REVIEW
The IMC concept has also received greater attention in the academic sphere. Several academic
journals have devoted space to explore on the deeper implications of IMC in advertising and
planning (Low & George 2000). These include: journal of marketing communications, journal of
Advertising research and journal of Business research among others. Scholarly work on IMC,
however, seems to be evolving from the limited view of effective co–ordination to a strategic
process (Low & George 2000). The depth and breadth of research in the field of IMC has also
evolved since its initial inception in the late 1980s.
A review of the various publications and scholarly work on IMC shows recurring themes, in
particular, themes related to the definitional issues of the IMC concept and its theoretical
development (Low & George 2000). Several scholars have undertaken and sufficiently discussed on
the IMC concept by providing more in–depth literature

Marketing And Integrated Marketing Communications Strategy
1 Introduction
Advantage Kayaks considers itself a boutique kayak manufacturing business employing one full
time boat builder. It has been in operation for ten years undertaking mainly individual orders for the
elite and recreational, surf and flat water racing classes. The business appears to be experiencing a
scalloped product life cycle pattern because of the constant overall growth and also seeing an
increase in competition (Kotler et al. 2012). There is therefore sufficient demand to warrant an
additional part time employee. Based on these factors Advantage Kayaks management team have
indicated they would like to undertake a strategic marketing process.
The aim of this paper is to outline the marketing plan designed by Advantage Kayaks. The plan will
involve analysing the current market, its current market situation and future objectives. The final
goal is to have a clear, succinct marketing and integrated marketing communications strategy that
will assist in and guide the achievement of company objectives.
2 Current market
Within the years 2005–06 to 2011–12 the canoeing/kayaking industry experienced growth of 113%
with the sports and physical recreation industry generating A$12.8 billion in income in 2011–12
(Sport, Fitness & Recreation, Environmental Scan 2014; Value of Sport, Australia, 2013). Industry
growth is forcing businesses to separate themselves from competitors by a number of different
means. The types of products offered along with building

Integrated Marketing Communication (Imc)
Assignment on
Integrated Marketing Communication (IMC)
Course Tittle: Marketing Management
Course Code: MBA–024
Submitted to,
Monto Chandra Gope
Lecturer
Department of Business Administration
Metropolitan University, Sylhet
Submitted by
JUWEL NONDEE
ID No: 093–126–020
Batch: MBA 18th Batch.
Metropolitan University, Sylhet
Metropolitan University, Sylhet–3100
Introduction:
Communication is always one of the most important and vital strategic areas of an organization's
success. You can have the best or most innovative products or services, but if your internal and
external communications are weak, then the demand for your products or services raises a personal
flag of concern. When communicating the value of your products or ... Show more content on
Helpwriting.net ...
For this reason, they have started advertising to allure the potential customer about this product
before launching through electronic media, poster, billboard and so on. One of advantage of this
kind of advertising is that this will motivate the customers to purchase this product. Another benefit
is that the customer who is in the purchase decision they will stop purchasing until the new product
is being launch. This is the introduction stage of this product and advertising works as an important
tool for communicating and informing about the product to the customer. This is also the customer's
pre–purchase stage from the point of customers buyer decision process where they after identifying
the need search information and make decision which brand will they purchase. After
commercialized launching, organization uses all the marketing tools to maximize its profit. As we
have seen in the previous stage, advertising is more prevalent than other tools of IMC, but in this
stage all the tools of IMC including advertising, personal selling, sales promotion, direct marketing

and public relation work as a whole and interrelated way to take the product to reach in the maturity
stage or to maximize the profit. In this stage, organization uses psychological advertising to attract
most of the customer where at the previous stage they use introducing advertisement to know the
customer about the

Integrated Marketing Communications ( Imc ) Essay
Integrated Marketing Communications Integrated Marketing Communications (IMC) is a simple
concept that helps to ensure that the communications between the promotional implementations are
interconnected properly so that they all work together harmoniously. This concept is also something
that is not new in the world of marketing. "IMC is the coordination of the promotional mix elements
(advertising, public relations, sales promotion, personal selling, direct marketing, and online
marketing/social media) with each other and with the other elements of the brand's marketing mix
(product, place, price) such that all elements speak with one voice."(Shimp, 12). The objective of
marketing is to produce bottom–line results by increasing sales and high investment returns.
Marketing campaigns establish long–term goals in pursuance of increasing the value of a brand over
time while sales promotions set short–term goals as a means to sway consumers toward a particular
brand. In order for a marketing strategy to be successful, awareness of the brand needs increasing as
well as changing potential consumer's attitude about a product, a company or services that are being
offered. "Increased brand awareness is not only one of the most common marketing communication
objectives; it is also typically the first for a new company." (Kokemuller, 1). When advertising,
identifying the target audience is one of the first things that need to be done. Identify the target
audience through a channel of

Starbucks Integrated Marketing Communication
IMC and its Importance
Integrated Marketing Communication (IMC) is the coordination and integration of all marketing
communication tools, avenues and sources within a company into one seamless program. That
program is designed to help maximize the communication with consumers, businesses and any other
affiliates of an organization (Lascu & Clow, 2012). The Integrated Marketing Communication
involves communication to four primary groups. Those groups include customers, channel
members, employees and stakeholders (Lascu & Clow, 2012). With IMC, identifying, coordinating
and managing all forms of communication is used to bring the company's brands and divisions
under central control (Lascu & Clow, 2012). When it comes to the logos, themes and colors of
Starbucks, it's the mermaid, with "Starbucks Coffee" printed and the colors of the green, black and
white on all of their products.
When it comes to technology, Starbucks has created different features that will increase the
likeliness of having their customers to return. One of the best things offered is when they came up
with the mobile app. The app allowed customers to make purchases, track your rewards and check
your balance. Because not all customers are the same in what they purchase nor their level of
loyalty, it's important to establish that value between the customers and the company. In terms of
using individualized marketing approaches, Starbucks operates on the mission "to inspire and
nurture the human spirit –

Integrated Marketing Communication Essay
Several facts are changing in today's marketing communications. Owing to the growing numbers of
alternative communication media and promotion, marketing communication does not just primarily
focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the
process of integrated marketing communication (IMC), which has emerged as a new concept and
the major communication development in marketing in the 21th century. More and more companies
adopt IMC to convey a consistent message about their brand and products to derive competitive
advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies
to reach more customers as well as build good customer relationships. Smith et al. ... Show more
content on Helpwriting.net ...
Marketers can combine a variety of IMC tools to create brand value and avoid potential conflicts
(Duncan & Everett, 1993) rather than separate practices to produce manifold messages about the
same brand. However, companies can no longer be tied to a specific communication tool such as
advertising. In order for consumers to get uniformity message and brand information, Reid (2005)
states that marketers should fully apply IMC to capture audiences' attention and convince them to
have high perception of product and brand.
On the other hand, an important part of a firm's market program is developing, building and
conveying a brand image in marketing communications to influence consumers' perceptions and
create loyal customers. According to Kitchen et al. (2004), "IMC is to enable various messages from
different communication channels coming together to create a coherent corporate and brand image".
Furthermore, IMC has been a business strategic process that could contribute to build brand value
and affect the consumers' perception of the brand (Schultz, 2004; Madhavaram et al., 2005), this can
change consumers' awareness and loyalty. Similarly, Reid (2005) provides support that IMC plays
an important role that makes company more efficient in building and maintaining brand image and
customer relationship. That is, effective communication can facilitate the formation of brand
awareness and a positive brand image in the consumer's mind. In other word, brand image

Introduction to Integrated Marketing Communications
An Integrated Marketing Communications program is based on the foundation provided by the
communication model. IMC programs have been described in several ways; the consensus is to
define them as follows: Integrated Marketing Communication (IMC) is the coordination and
integration of all marketing communication tools, avenues, and sources within a company into a
seamless program that maximizes the impact on consumers and other end users at a minimal cost.
This integration affects all firm's business–to–business, marketing channel, customer–focused,
internally directed communications.
Another definition from the American Association and of Advertising Agencies (4As) ; " a concepts
of ... Show more content on Helpwriting.net ...
This is a particularly important objective for new products
Persuade
An important stage in creating favorable attitudes towards the business and its brands. Through
persuasive promotion, management will seek to persuade customers and the trade that their brand
has benefits that are superior to competitors
Image creation
Sometimes, promoting a brand image is the only way to create differentiation in the mind of the
consumer (e.g. lager advertising)
Reassurance
Much promotion (particularly advertising) is about reassuring customers that they have made the
right choice and encouraging them to stay loyal to a brand.
There are a large and growing number of promotional methods that businesses can use. The main
instruments – advertising, direct response mailing, sales promotion, public relations and direct
selling, are often mixed together as part of the promotional mix. Each has different strengths.
What is important is that the promotional mix is carefully planned and the results monitored to
ensure that the total promotional cost is controlled.
Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an
identified sponsor.

Mazda Integrated Marketing Communications
The Integrated Marketing Communications had a big role in the success of Mazda Protégé and
Mazda 6. Changing their market strategy had a big help in advertising their automobiles. As a result,
their production and sales went up.
The following elements of Integrated Marketing Communications were used to market the
automobiles:
The Customer's Perspective Integrated Marketing Communications
Integrated Marketing Communications is about understanding the consumer and their needs.
Marketing is not only about advertising what can you give to your customers but how can you cater
their needs. Customers are very cautious with what you can give to them. This is the proposition of
"What's in it for me?
Organizations need to build relationships with their customers. Marketing is letting your customers
aware about your brand. We are living in a world of brands, so we have to be innovative and
competitive in advertising and marketing our products.
Mazda had focused on the prices and functional features of their cars. This resulted to a lower sales
and it alarmed the company. Because of this, Mazda had changed their Advertising Agency. The
new agency had changed the marketing strategy from the traditional advertising to a cool, fun and
hippie advertisement. Their advertisement targets a younger generation of drivers who appreciate
cars with sporty features and want a statement about themselves with their cars.
Mazda had become aggressive on their marketing strategies. They

Integrated Marketing Communications Is The Exception...
"One of the most talked about ideas in marketing during the 1990s was the notion of integrated
marketing communications (IMC). And while marketing managers still clearly feel that it is a
valuable concept and one that will play an increasingly important role in their companies, there is
unfortunately a great deal of evidence to suggest that truly integrated marketing communications is
the exception rather than a rule"
(Percy and Rosenbaum–Elliott, 2012)
Introduction
Initial discussions on IMC were based on definitions and theoretical understanding, and this
discussion is still taking place. IMC or Integrated Marketing Communications according to Schultz
(1993) combine and evaluate strategic role of diverse communications to produce a greater impact.
It is a process that produces and applies different communication programs starting with the
customer and work back to outline right approaches and procedures to progress throughout these
influential programs. Another source sees it as a business process that aims to plan, implement and
assess influential marketing communications over time. There isn't a clear definition for it, each
source rely on a different definition however according to all found IMC is identified as a strategic
process. It's composed of three main basics: consumer, channels and evaluation of performances.
Consumer gives an idea of how an exchange of information affects message's form and content.
Communication channels analyze each channel in apart to

Integrated Marketing Communications : An Organization
There are numerous substantial barriers that affect the way in which Integrated Marketing
Communications is able to function within an organisation, the list includes: a lack of creativity;
lack of time management as well as issues of synergy (MMC Learning, 2015).
When different marketing departments within a company are not able to work together due to a lack
of expertise and proficiency, this creates power–battles whereby internal departments refuse to work
with one another or be told how to run – this affects the organisation's ability to remain creatively
focused on achieving its goals (Pickton et al., 2004). Since Integrated Marketing Communications is
able to stiffen creativity as well confront leadership issues, it challenges different departments to
cohesively work together (Pickton et al., 2004).
A lack of planning, implementation and commitment, will affect various departments' ability to
implement Integrated Marketing Communications within their business operations – organisations
need to therefore understand how and when to use Integrated Marketing Communications in order
to achieve maximum impact (Pickton et al., 2004). Although there are barriers existing within
Integrated Marketing Communications, it is still able to assist company's better fuse their brands
image and message as well as provide more opportunities to successfully cultivate long–lasting and
loyal relationships between them and the consumer (Percy, 2008).
The Promotional Mix impact The

Integrated Marketing Communications (
Introduction
Discussion of the concept Integrated Marketing Communications (IMC) is highly debatable with
many varied views. This paper aims to discuss then main definitions, issues, dimensions benefits
and barriers surrounding the concept/process.
Definition of IMC
The definition of integrated marketing communications continues to evolve and there is no shared
agreement or meaning. Duncan and Everett (1993) claimed that it is hard to reach a definition of
IMC because it is a process and concept. Scholars, agencies and clients all seem to have their own
views because they all perceive it and use the concept/process differently. Agencies and clients use
it as management practice to increase efficiency and boost the overall effectiveness ... Show more
Databases containing customer information is very easy to obtain through incentive programmes.
E.g. Tesco clubcard is essentially a sales promotion technique that measures the consumption
patterns of consumers. There is a strong need to share information through two–way communication
or a relationship which can only be built through IMC. (Schultz et al 1994). Duncan and Caywood
(1996) explain that building relationships helps "create and nourish profitable relationships." The
better organisations understand consumer habits and behaviour the better they can target their
messages to their audience and through the right media channels. Through this there is an increase
in profits, productivity and improved efficiency which is an organisation driver for IMC
Benefits of IMC
Many multinational companies such as Nestle, GM Motors and IBM are employing IMC indicating
that it is a concept/process that has positive results. Tom Reilly, head of marketing communications
at IBM said "to help ensure that the 'brand' is properly maintained in the course of introducing each
year, more than 1000 new products ranging from floppy disks to mainframe computers." (Reilly
1991) (Duncan, Everett 1993).
Results from the survey (Duncan, Everett 1993) showed that 40 percent of respondents either
strongly agreed or disagreed that they would be "more inclined to hire communications

Introduction.The Concept Of Integrated Marketing...
Introduction The concept of Integrated Marketing Communication (IMC) focuses on merging or
linking all forms of communications together in a pact. The concept is critical in the promotion,
advertisement and brand building of goods and services at the marketing arena. The merging of
promotional tools and use of lined communication approach is essential to the success of every sales
and marketing companies. The chief aim is to excite and lure the customers to buy one 's goods
(Bruce and Peters, 2012). The strategy also assists in meeting the current stiff competition on the
global markets. The traditional form of advertisement is also worth credit. However, the digital IMC
services have an upper hand, especially in this digital era. The ... Show more content on
Helpwriting.net ...
The traditional promotion is expensive and ineffective. The principle of marketing usually advocates
for collective buying. This helps reduce the cost of shopping. This means that use of several means
of communications together at ago is less expensive when they are met at the single basis. The
effectiveness of communication depends on the nature and the makeup of the given message. The
IMC uses several media which can be effective especially in the current world of social media and
internet. The digital IMC employs the multi–tasking approach in the use of media. This involves
incorporation of mobile advertisement, YouTube videos, Google adverts, blogs, and aerial
advertisement at ago.it will, therefore, accommodate all customers regardless of the communication
channel that they can access at that very moment.In case one misses the radio advert of a certain
product then they have missed the whole information in traditional perspective (Bruce and Peters,
2012). These two approaches are distinct and different in their way. However, it should be
appreciated traditional promotion carries the day regarding ease top place and the estimation of
viewership. Budgeting and establishment of a specific form of communication are rather easy. It is
also easy to gauge the population that views the adverts as it is focused.
Reasons for IMC in Marketing Currently, marketers opt to apply the holistic approach to the
marketing of their products. The drastically

Integrated Marketing Communication Report
Integrated Marketing Communication Report
Contents
Executive summary .................................................................... 2
Situation analysis ....................................................................... 3
Objectives ................................................................................. 5
Strategy .................................................................................... 6
Tactics ...................................................................................... 7
Action ....................................................................................... 9
Control ...................................................................................... 12
Reference .................................................................................. 14
Appendices ................................................................................ 15
Executive Summary
Spoonfed is a web–base business, by providing free service to user who interested in London
events. Events included gigs, clubbing, arts, comedy, theater and festivals.
Spoonfed sees the growth on leisure economy which is going to expand its business ... Show more
The 2012 Olympic games will be held in London. The opening ceremony will be located in the east
end of London in Stratford's Olympic stadium.
Objectives
Marketing Objectives: * Introduce the service to tourists within London area and capture the their
hearts and minds. * Increase unit sales of adverts by 20 percent over two months. * Increase the

number of event uploader. * Generate 10000 new register memberships.
Communication Objectives: * Increase the user rate of Spoonfed's mobile application. * Increase the
awareness from 35 percent to 50 percent within two months. * To position the service as the first
point of contact for tourists looking for something to do in London. * To reposition the mind of
looking for something to do is tiresome and fruitless experience and behind customers' expectation.
Strategy
"Spoonfed is the ultimate web and mobile guide to what's on in London. We make it quick, easy and
fun to find your favourite events and share them with friends."
There are key steps to the strategy: 1. To find out all related information to London 2012 Olympic
game 2. Select the suitable communication tools to fit target audience. 3. To position Spoonfed as a
quick, easy and fun to find favourite events. 4. Build a database for monitoring purposes. 5. Build a
budget plan.
There are three common target market segmentations: geographic, demographic and psychographic.
Spoonfed is going to

Imc : Integrated Marketing Communication
IMC (Integrated Marketing Communication) is the most effective methods of reaching the minds of
customers and build up long term customer relationships. This report will evaluate the IMC
campaigns of McDonalds and the effectiveness of them under the LMC model. Since McDonald is a
well recognized brand, the effectiveness of IMC methods they use could make a strong impact on
customers minds. There is no definite IMC model and the strategies are defined through various
viewpoints. The success of different models need to be evaluated separately so that the pros and
cons can be provided for the developments. This report will finally provide some recommendations
for the developments of LMC of McDonalds which would be beneficial for them.
3. Introduction
The business environment has become highly dynamic and competitive than ever before, hence the
organizations are continuously developing their strategies to achieve competitive advantage over the
competitors. In order to survive the organization need to provide the products and services under the
expected quality standards and innovations are really critical in order to both maintain and expand
the customer base. Even though the products are unique, if not the target audience make well
knowledgeable the expected sales level would not be achieved. The effectiveness of the
communication process is a deciding factor of the success of an organization. According to Naeem,
Bilal and Naz (2013) communication can be identified as a

Integrated Marketing Communication: Glamz Boutique
Introduction
Promotion is the aspect of marketing that involves delivery of company, brand or product messages
to target customers. Several tools are used by companies to aid the delivery of both paid and unpaid
promotional methods (Kokemuller, n.d.). Promotion needs to be precisely coordinated and
integrated into the businesses global communications message, and this is called Integrated
Marketing Communications (IMC).
The basic tools used to accomplish any business communication objectives are often referred to as
the promotional mix which includes advertising, sales promotion, public relations, and personal
selling. These elements of the promotional mix are used as tools to communicate to the target
market and produce business sales goals ... Show more content on Helpwriting.net ...
They sell clothing that are one of kind items, one piece each in size and design, so that her
customers look unique and sheik. The business places the highest importance in providing relevant
services to her clients whilst embracing the ongoing challenge of providing competitive costing and
efficient customer service without sacrificing product quality and integrity.
Vision and Mission
Committed to provide to women of all sizes and shapes with unique clothing and sophisticated
fashion accessories that would have them looking glamorous and be prominent both day and night.
Marketing Strategy
Glamz Boutique is marketed as a store that sells trendy designer clothing for women of all sizes. It
will focus on the uniqueness of its collection and wide variety of designs. For women, the
convenience of shopping for something that fits them easily, in latest trends, is no longer a dream, it
is a reality.
Pricing Strategy
Glamz Boutique use two types of pricing strategy cost based pricing and good value pricing. The
boutique utilizes cost based pricing where the pricing of items are priced according to the cost of the
purchased items and other additional costs relating to the products getting to Tobago such as
shipment costs, TTPOST and CSF clearance costs. When she makes a final decision price, she uses
a mark–up of 25% which is added unto the item, to be used for

Integrated Marketing Communications For Target
Target has done well over the years due to its successful integrated marketing communications.
Today, Target is the second–largest discount retailer in the United States, with $65.4 billion in sales
and rank number 28 on the fortune 500 list. The main focus to build an up–market cachet of its
brand without losing its relevance for price conscious consumers, Target positioned itself as a high–
fashion brand retailers. Target aims to fulfil its brand promise of delivering trendy styles and quality
merchandise at affordable low price by sending Merchandisers to travel over the world to look for
next hot items. Target adopted Europe popular concept of 'fast fashion', which keep the product
selection fresh result in more frequent shopper visits. To further enhance the shopper experience,
Target uses a variety of tactics to communicate its ' cheap chic' positioning, beginning with its
slogan, 'Expect more, Pay less'. Target also pays attention to how they place the shelves, lighting,
fixtures and even creating wider aisles to avoid visual clutter.
Target uses a wide range of traditional advertisement such as television ads, direct mailers, print ads,
radio and circulars to send a message to their hip young customers. The consistent brand messaging
across the market channels helped to make the Target's bull's eye logo well ... Show more content on
Helpwriting.net ...
With the economic downturn, Target re–prioritise their offerings. They make a move by adding the
perishables to its inventory and cut back on discretionary items such as clothing and home
accessories. Target marketing message remains focused on offering high styles but introduce phrase
such as 'fresh for less' and 'new way to save'. These seem to have back fire on Target as it seems like
a 'me–too' strategy. Target have placed themselves in the same strategies of Wal–mart, well known
for low price, cheap and low quality

Integrated
Marketing
Communication
Introduction
'Integrated marketing communicating is a concept that companies coordinated their marketing
communication tools to deliver a clear, consistent, credible and competitive message about the
organization and products. The objective is to position product and organizations clearly and
distinctively'. (Jobber, 2007) 'Integrated Marketing Communications (IMC) is a new trend in
business planning – combining different communication instruments such as promotion, public
relations, sale promotion, personal selling, Internet communication and direct marketing.'
(www.firstbase.ca) Objective: maintain the customer loyalty through effective integrated marketing
communication.
Background and ... Show more content on Helpwriting.net ...
Firstly, informing the customer what will happen in the company is really important. Before the
product 'Twizy' will be presented to the public, company need to expose the news through media
channels. Listening to the past and existing customer is the second part. Past and existing customer
know why they switch to other car brand, why they choose Renault and what can be improved in
terms of products and services. The last part is showing how the company the history. In order to
engage in to the customer, company has better to share the history with the customer. History help
customer to know the culture and idea of the company and increase the interest of customer.
Media selection
Advertising
As can be seen from the table, TV and newspaper are two major advertising channels in the world.
The market share of Internet goes up quickly from 2008 to 2012. (paidContent:UK) 'Twizy, the
entertainment car', the advertisement of the new car, can be presented through TV and Internet. In
terms of TV, the advertisement should be showed on the TV channel associated with fashion.
Newspaper and Internet are combined together. Advertisement will be showed through YouTube and
online newspaper, where people could feel the advertisement through the video that the paper–based
newspaper cannot compare.

Public relation
According to the research done by 4thweb, Facebook, Twitter and YouTube dominated the social
media

Pros And Cons Of Integrated Marketing Communications
As online presence has advanced, there are more and more business minded people turning to the
Internet as a way to make a living. There are plenty of pros and cons to go around with the online
community, but the savvy business person can overcome the cons and become quite successful. It
all begins with a strategy. What is the best way to get your message out there where customers will
find it? For the successful business person integrated marketing communications is the key to online
success.
Integrated marketing communications applies messaging about your brand using traditional and
non–traditional marketing strategies. Each method of communication is used to build up other forms
of communication. In ... Show more content on Helpwriting.net ...
While some strategies are very strong, others are very weak. When combined, each strategy works
effectively for the betterment of the other. This allows the business to reach a broader customer base
and to provide a greater impact.
Modern day marketing
In 1989 there were not many people thinking about Internet marketing. Most people went to a brick
and mortar store to do their shopping. Sometimes they had to use mail order, but rarely did they
think of any other way to purchase the products and items they wanted. Today is an entirely
different world. Social media has taken the Internet by storm, allowing people to communicate
around the world. By utilizing social media, business are able to reach more people who are looking
for what they have to sell.
Along with social media, search engines are geared to lead people to a certain site. Successful
search engines use search engine optimization, or key words that are used to find a site. The more
often the key words are placed in a promotional piece, the easier it is for the search engine to locate
the proper site. For example, if you are looking for kitchen utensils, the phrase kitchen utensils
should be used in the title of the communication, and it should be used several times through the
remaining

The Concept Of Integrated Marketing Communications
Originating in the early 1990s, the concept of Integrated Marketing Communications (hereafter
referred to as IMC) remains highly contested and unstable. According to Oxford Dictionary (2015),
a concept is "an abstract idea" or "a plan or intention." IMC falls into both categories as a theoretical
definition for some and a plan of action for others. Equivalently, its value is difficult to assess, as its
range of definitions, confusion over implementation, and lack of empirical studies prohibit grounded
judgments. Even vocal proponents of IMC, such as Don E. Schultz and Philip J. Kitchen (1997,
p.8), acknowledge that there is not "any consistent or mutually agreed upon definition, description,
or process to identify what is IMC and what it is not." In fact, their study demonstrates that only
some advertising agencies affirm Schultz and Kitchen's definition of IMC, highlighting ambiguity
among practitioners as well as academics. Jerry Kliatchko (2008) agrees, considering the definition
and concept as a still developing topic of research. More recently, Mabel Zvobgo and T.C. Melewar
(2011, p.2), state almost identically to Schultz and Kitchen (1997), "There appears to be no mutually
agreed upon definition, description, or process to identify what is IMC and what is not." Similarly,
Fill (2013) discusses the lack of "universal definition." Fill (2013) also outlines five interpretations
of the IMC concept: Harmonisation, Planning, Perspective, Portfolio, and Relational. To remain

Integrated Marketing Communication : Marketing And...
There are a range of strategies and terms that play into integrated marketing communication.
Integrated marketing communication can be described as 1.) Management and managing all types of
marketing communications, 2.) Assuring that the brands, personality, and messages are correctly
delivered from each factor of communication and from a strategy, and 3.) The analysis and
implementation of all the factors of marketing communication must efficiently, economically, and
successfully impact the transactions between organizations and their audience. Furthermore, the
vertical integration is the most important level because it makes sure that marketing communication
will be formed. Without such communication, marketing communication will not be effective and
not associated with any of the essential objectives. Therefore, I will be going into detail about each
level of integration and what it exactly means (Holm, 24–25).
To understand integrated marketing communication they are seven levels of marketing integration.
These include vertical objectives integration, horizontal integration, marketing mix integration,
communication mix integration, creative design integration, internal/external integration, and
financial integration. Vertical objectives integration is when the communication objectives are
suitable with the both marketing and corporate objectives. Horizontal integration is defined as the
marketing communication proceedings appropriately fit with the other manufacturing

Integrated Marketing Communication Plan Essay
Integrated Marketing Communication Plan: Reposition Tsingtao beer in UK
Executive summary
Tsingtao beer is the largest beer brewery in Asia, and always insists a philosophy of producing best
beer. It is one of the best–selling beers in China, and till now has been sold to more than 70
countries. Beer market of the world develops very fast and the competition is very intensive, and
market competition level is more and more higher, brand is gradually substituting price competition
and product competition and becomes the most vigorous and differentiated competitive method.
Tsingtao beer's globalized brand image needs reorganization from British consumers, and its brand
influence also needs to be expanded.
This ... Show more content on Helpwriting.net ...
(Xiejing Yan, He Yun, Huang Kui, 2008, 09)
SWOT Analysis
Strengths
1》 Tsingtao beer's long history of corporate culture and global brand advantage is sufficient to
meet various demand from the market
2》 Tsingtao beer is priced reasonably, and fits most consumers' psychologically expected price
3》 Tsingtao beer's quality can match any famous beer brand
4》 Tsingtao beer has established good word of mouth in consumers.
5》 Tsingtao beer has established large selling and management system network
6》 Has invested in marketing, and has some awareness in targeted consumer base
7》 Marketing staffs of various levels are experienced, diligent and warm hearted.
Weaknesses
1》 After fast expansion, it is difficult to integrate internal resources
2》 Other beer brands have occupied large market capacity, market share of Carlsberg and
Budweiser far exceeds that of Tsingtao beer
3》 Current fixed customer channel network is not perfect, and market coverage of its products is
low

Opportunities
1》 Numerous bars in British are important places for beer consumption with huge capacity
2》 Beer is popular for a long time period and is less affected by seasonal factors
Threats
1》 Middle–end and high–end bear market is continuously in recession
2》 There are many competitors who entered British market much earlier than Tsingtao beer, for
instance,

Integrated Marketing Communication : Creative Strategy
Integrated marketing communications, or IMC, is important in today's marketing, as it involves the
social media and the internet as a way to brand and advertise companies. This paper will examine
IMC utilizing three concepts from Robyn Blakeman's text, Integrated Marketing Communication:
Creative Strategy, juxtaposed to case studies from Applegate and Johnsen's text, Cases in
Adversiting & Marketing Management, as well as tie in concepts from Michael Serazio's, Your Ad
Here, in order to create a detailed examination on IMC. This examination includes considering the
functions of IMC in relation to a marketplace example to offer an analysis on how these concepts
are relevant. Ultimately, this paper will demonstrate how IMC is needed in a ... Show more content
on Helpwriting.net ...
One of the biggest challenges in spreading a brand to a different country is to understand a new
demographic. In the case, Bohannon, the vice president of marketing, recalls that Chinese language
is vastly different from English, where they have characters which represent meaning, and this is
crucial to the identity of a brand. Particularly, "in the Chinese culture, a name is like a work of art; it
needs to 'look good' in written form...the name functions like a logotype or trademark" (Applegate
& Johnsen 22). Furthermore, the name of the brand must be lucky and balanced, which
demonstrates the importance of visuals in Asian cultures in regards to advertising. More aspects the
case mentions are naturalism, colors, or shapes, which are all important when considering the
visuals in advertisements. Thus, when a company begins the process of branding it is vital for them
to research their target audience in order to create a good impression with consumers. Without this
extensive research, it could be easy for a company to make mistakes and ultimately ruin their image
and become obsolete. A second major theme from the Blakeman text would be the creative process,
which includes the creative brief, a document which "lays an informational foundation for the
creative team to build upon" (60). The "creative," which is defined as "a person who is involved in
creative activity,

The Benefits of Integrated Marketing Communications
In today's multi–media world driven by computer and Internet technologies, communications has
changed drastically. Today's communications landscape is a multitude of media and tools wherein
messages can be communicated in real time, making message reception and sending occur almost
simultaneously, within a period of seconds or even milliseconds. Thus, the communications
landscape has become a dynamic realm wherein people from different parts of the world can
communicate and share information instantaneously. It is in this context that integrated marketing
communications thrives and flourishes in the fields of marketing studies and strategic planning
today. Integrated marketing communications (IMC) is the synergistic combination of different
media and communication tools, developing a marketing program that aims to reach target
consumers most effectively and efficiently. It involves development of different marketing strategies
such as advertising campaigns, public relations, and sales promotion, among many others.
Through the above–mentioned marketing strategies, IMC can implement "pull" and "push"
promotion strategies. Push strategies include promotions that are directed to consumers, "pushing"
them to subscribe or buy a specific product, service, and in the case of information technology,
solutions to technical challenges or problems. Advertisements through traditional media such as
television, radio, and print are examples of push promotional strategies. Pull strategies,

Integrated Marketing Communication

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