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integrated marketing and the many factors. “Integrated marketing
communication simply recognises the need to plan and build up ...
... Through an integrated process the target market will be ... The goal is to have as many
interviews as ... By using direct marketing, the company will encounter fewer ...
... process are known as integrated marketing communications objectives ... establishing
objectives, because many different aspects ... Other factors are very important as ...
... branding, positioning, target markets, integrated communications mix ... on attitude
formation and marketing communications processing ... s ads touches many women’s ...
... From the many hundreds of small car ... These companies have therefore a integrated
Marketing Management on ... global integration and global marketing The growth of ...
Submitted by johncooper on May 7, 2005
Category: Business
Words: 600 | Pages: 3
Views: 535
Popularity Rank: 15,048
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“Integrated marketing communication simply recognises the need to plan and build up all relevant marketing communications so that they work together in harmony to the greatest effect with greatest efficiency” (Pickton and Broderick, 2001: 47)
Linton and Morley “list ten potential benefits of integrated marketing communications” (Linton and Morley 1995: 124)
• Creative Integrity
• Consistent Messages
• Unbiased Marketing Recommendations
• Better Use of Media
• Greater Marketing Precision
• Operational Efficiency
• Cost Savings
• High-calibre consistent service
• Easier working relations
• Greater agency accountability
In brief the value of IMC is that it will help an organization
• Assess the market and set their objectives
• Hone communication messages and target key stakeholders
• Leverage resources
• Build internal databases and marketing resources
• Tie together the tone and style of all corporate communications, collateral and advertising
It is without question the main reason for using any combination of the core marketing activities is to help mainstream communications with customers. However even though the five core activities reach a common goal each has its own approach and solution to facilitating information. For instance:
Public Relations “consists of activities that influence public opinion and create goodwill for the organization” (Marketing Seminar MKT5540: 2003). Simply put this usually involves any type of public message such as
Sponsorship activities
Conferences and events
Media/trade briefings
Getting stories in newspapers/ magazines and on T.V, radio etc.
Direct Marketing “Is any activity which creates and exploits “direct relationships” between an organization and its customers.” (Marketing Seminar...
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