Essays on Marketing Communication

What is Integrated Marketing Communications (IMC)? Integrated Marketing Communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal …

Walmart are strategically a low cost strategy store to attract customer. But this is not enough as they have to contend with fierce competition from rivals like Target and K-Mart. In order to survive, Walmart has set up a very competitive marketing and communication strategy …

Integrated Marketing Communications (IMC) ensures that all forms of communication tools within the marketing plan are linked together. As an organization wishes to promote a new product or service, there should be a detailed and careful approach to achieving the objectives within the marketing campaign. …

Kohl’s Corporation has become one of the largest discounted department stores in the United States. Located in nearly 41 states, they have over 730 stores. Kohl’s generally targets middle-income families of every age. This chain is able to sell high quality products at low prices …

Introduction The notion of integrated marketing communications (IMC) is not new although it has become popular in recent times (Pickton D., and Broderick A. 2005). While the marketing concept, more often than not, has always focused on consumer needs, the practice of IMC has truly …

MKTG1266 Marketing Communications _______________________________________ Group Assignment By: Lin Jiaxin, Joyce (S3307512) Low Hui Ling, Rachel (S3307260) Nur Syarina Shaari (S3307456) Toh Yu Fen, Vivian (S3307365) Table of Contents 1. Situation Analysis 1. 1. 1. 2. 1. 3. Internal Analysis External Analysis (PESTLE) SWOT Analysis 3 …

Coca Cola is the largest firm that produces carbonated soft drinks; it has a 59% share in the entire CSD market. Although coca cola has the same target market segments as Pepsi because they are competitors within the same industry, the Coke brand is much …

McDonald’s Corporation is the world’s largest fast food chain, selling primarily hamburgers, chicken, french fries and carbonated drinks; and more recently salads, fruit and carrot sticks. The business was founded in 1940 with a restaurant opened by siblings Dick and Mac McDonald. It was their …

An Integrated Approach to a Fashion Marketing Communications Campaign: An Analysis 1.      Introduction: French Connection U.K French Connection UK, commonly know as FCUK as a result of its ground breaking advertising campaign in fall 1997, is amongst the leading apparel retailers for teenagers. French Connection …

Marketing Communication Analysis On Apple Name: Bokeny Kornel In this report I will analyse the marketing communication activities of the multinational corporation Apple, with great emphasis on the current top-selling products thereof: the iPhone, and the iPods. I will deal with the iPod and the …

Abstract Social media marketing is no longer a foreign to business marketer nowadays. This paper will examine the impact of social media marketing on the marketing communication opportunities in context of Dell in the United States. Basically, this assignment will be begun with the introduction …

The brand that is going to be presented to the public is Armani. The marketing tool to be applied is such PR instrument as special event. Special event as a part of PR strategy is usually employed to enhance brand awareness, as well as to …

According to Cunningham (1999, p. 500), ethical advertisements encompasses critical question of what should be done rather than focus on the legalities. In the past many organizations have not engaged in responsible advertising because they are more conscious of the legal ramifications that the social …

Introduction Some of the aspects that characterize the present-day business environment include its increasing dynamism, volatility and uncertainty. This poses challenges for businesses that are rigid and not well prepared to change with the transformations in the market (Williamson et al., 2013). On the other …

In this paper I will analyze the marketing plan of Research In Motion (RIM), which is one of the most recognizable players within the smartphone industry due to its BlackBerry brand, which captured the world’s attention. From the analysis, we can extract the current position …

Chapter 1: – Introduction 1.1 Introduction Today, every enterprise looks forward to grow and expand in terms of size, profits, infrastructure, products, market share and customers. Co-ordination and integration among different units such as production, operational activities, finances and marketing are the main requisite in …

During the last decade of the twentieth century, the concept of integrated marketing communications (IMC) received considerable attention from practitioners and academics alike, and that interest has continued into the new millennium (e. g. , Bearden and Madden 1996; Cornelissen and Lock 2000; Duncan, Schultz, …

Integrated Marketing Communications (IMC) is defined 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 unified force, rather than permitting each to work in isolation.” (about.com, …

1) How does internet marketing communication differ from traditional marketing communication? Internet marketing differs significantly from conventional marketing communications because of the digital medium used for communications. The internet and other digital media such as digital television and mobile phones enable new forms of interaction …

Trends in the Pub Industry The British pub industry includes approximately 60,000 pubs that fall into three categories: managed (operated by a manager), leased/tenanted, and individual (operated by the owner) pubs (Mitchells & Butlers, 2005).  The British Beer & Pub Association reports that “in the …

Abstract In less than 20 years, IMC has spread all over the world and has become the most accepted business practice. IMC has transformed how communication marketing takes place. The complexities of application of IMC lie in the inability to evaluate the programs effectively. Kitchen, …

Introduction Marketing is an expansive topic that covers a range of aspects, including advertising, public relations, sales, and promotions. The former involves getting a product or service into the market, promoting it, prompting behavior, and encouraging sales. Communicating to consumers is very important and Communication …

The integrated marketing communication plan for Berkley needs to take into consideration the best communication tools that will maximize public awareness and lead to improved enrolment. We will examine the different communication tools or promotional mix and see how germane each will be in providing …

Introduction The paper panda tour of introducing 1600 paper pandas in Hong Kong has demonstrated the use of quite original and creative elements, which are important aspects in setting out a good marketing communication strategy (Ng, 2014). It has been indicated that marketing managers have …

Introduction This paper is designed to provide an insight into the marketing integrated communication on the basis of a particular example. In the modern ever changing environment, it is quite difficult to follow the key trends in the marketing communications and the general role of …

Abstract This paper aims at the clarifying various beliefs about IMC in the consumer market especially in planning and advertising. IMC has a great potential for several organizations and businesses operating in varied environments. This paper focuses on the reasons for the adoption of IMC …

When it comes to pricing in Brazil and Chile prices are set very similar in both countries. These countries should set competitive prices between each other and other countries. When talking about the final price in Chile for product at a mass level, companies should …

Assignment #4 Observation Report A: Describe one on-the-job problem of issue encountered and how it was resolved. I first encountered this problem two weeks into my internship with Raffles Hotel Marketing Communications. After my orientation week, it was finally time for me to take on …

In the case, Benetton is using an offbeat and customer-centric marketing perspective in a highly saturated industry. In terms of retail clothing, there are high barriers in this market when it comes to getting a marketing message across to the inundated consumer. Therefore, what Benetton …

Introduction The prevalence of mobile communications technology has opened up new opportunities for marketing communications on a scale that is unprecedented. The emergence of advanced wireless network technologies and the widespread use of mobile phones by a vast majority of individuals across different market segments …