OPPapers.com Essay Index >> English >> Marketing In Progress
We have many free term papers and essays on Marketing In Progress. We also have a wide variety of research papers and book reports available to you for free. You can browse our collection of term papers or use our search engine.
Marketing in progress. How integrated marketing communications provides
synergy within an organisation The purpose of this essay ...
... available. However, a financial summary was provided in the case and the
most recent NYC Marketing progress report. According to ...
... reform and revolution. The progress brought about through marketing is
rarely painless, but always necessary. “(Norris, B 2005 ...
... training session in Chicago $930 Purchase new mailing label software $225 Controls:
Tracking Effectiveness To track progress on your marketing plan throughout ...
... The writer feels that Ford is really making progress in those areas. They are marketing
their vehicle toward different, more diverse, groups of people. ...
Submitted by kristof_elmejor on December 3, 2005
Category: English
Words: 737 | Pages: 3
Views: 259
Popularity Rank: 36,353
Average Member Grade: N/A (Add a Comment / Grade this Paper)
How integrated marketing communications provides synergy within an organisation
You must Login to view the entire paper.
The purpose of this essay is to discuss the notion that integrated marketing communications provides synergy within an organisation. In order to do that it is imperative to define IMC first. Marketing communications are communications with target audiences, having the purpose of influencing costumer behaviour. It involves managing the marketing communications mix. The marketing communication mix also known as the promotional mix consists of 4 elements; public relations, advertising, sales promotions and personal selling (Pickton and Broderick,1995:3-8). IMC tries to align and to integrate those efforts. Shimp(1986:12) gives the following definition: IMC is the process of developing and implementing various forms of persuasive communications programs with costumers and prospects over time…IMC considers all sources of brand or company contacts which a costumer or prospect has with the product or service as potential delivery channels for future messages. Further, IMC makes use of all forms of communication which are relevant to customer and prospects, and to which they might be receptive. In sum, the IMC process starts with the customer or prospect and then works back to determine and define forms and methods through which persuasive programs should be developed. Although this definition is quite comprehensive it should be noted that IMC is not only directed at costumers and prospects, it is directed at all people that have an influence on the actual purchase. That group of people, the decision making unit (DMU) comprises amongst others: costumers, consumers, employees etc. (Pickton and Broderick,1995:10). IMC is a very broad concept and it works a lot of angles or it can be implemented using many different ‘dimensions’ as Pickton(1995:90)calls them. However, IMC is mostly seen in the context of the promotional mix, so the main stress will be on that in this essay.
If you are not a member yet, Sign Up for free!