Research papers on integrated marketing communication

Schultz et al In order to have effective relationships with their customers through IMC, marketers first need to know why consumers respond to marketing communications.

Consumers respond to marketing communications stimuli in three stages: There are issues surrounding this such as a bureaucratic organisation does not allow employees to have an open attitude which can limit their creative ability which is the beginning of communication.

Therefore, depending on the location, the amount allocated for budgeting has to be in line with the prevailing condition and the projected number of units of sales.

Market analysis and auditing existing programs are imperative for a thorough understanding of the competition and current industry programs. To help solve this problem and get their message across to customers and prospective customers, an increasing number of businesses are utilizing the approach of integrated marketing communications.

Finally, external integration entails partnering with external bodies including PR agencies and advertising. Integrated Marketing Communication Program Advertising An advertisement can be defined as a non-personal communication about services or products on behalf of another party.

Tesco clubcard is essentially a sales promotion technique that measures the consumption patterns of consumers. A semiotic analysis, based on content analysis findings of 1, advertisements published two weeks before Passover in various years, illuminates four aspects of individualism in two distinct periods.

However, spending too little in advertisement also leads to losses in terms of lost sales as well as diminished visibility.

Since its launching, the product has built up a loyal group of buyers. Traditional communication is the process of sending, receiving and processing of information.

Marketing communications refers to the messages and related media used to communicate with a market. The demographic segmentation for secondary market research will include age, gender and lifestyle.

Integrated Marketing Communication

More and more women fill their lives with pets rather than children due to various reasons including job demands. This form of marketing can be done through various ways such as forming partnerships with movie theaters, restaurants, and hotels that will carry the product on behalf of the company.

Social marketing via the social media is part of the Integrated Marketing Communication which seeks to create emotions and feelings of affiliation towards the consumers of the product Chitty et al. This can be done through online surveys. Third, as discussed above, communication via mass media is becoming increasingly less effective while concomitantly becoming more expensive.

Many people prefer sound bites to long speeches and do not even process much advertising because they are so inundated with data they cannot comprehend it all. Research shows a certain target market is able to devote more time and money towards their pets.

In many sectors of the culture, those without a cell phone or e-mail capabilities are viewed as technophobes, hopelessly behind the times. It is also known that there are two routes to persuasion: A corporate manual will help to ensure a consistent corporate brand.

With time, the budgetary allocation on the advertisement of the product can be scaled down to realize a higher return on investment once the product becomes popular. It is precisely for this reason that it is worth examining the representation of individualistic values as conveyed in advertisements that feature it.

The field of cognitive psychology has given insight into the ways in which human beings process external stimuli, including marketing communications messages. Historically, man has always strived to communicate with fellow beings.

By monitoring ROI, it is possible to determine if the marketing input has realized profits or not Ferrel and Hartline The paper analyses the current market situation of the product and seeks to determine their integrated marketing communications objectives.Integrated Marketing Communications Campaign The Pet Communicator Learning Team A Executive Summary Communication is the key to any successful relationship.4/4(1).

Research Papers Graduate School An Integrated Marketing Communications Plan for Mr. T's Hair in Motion Christina Clayton Southern Illinois University Carbondale, Clayton, Christina, "An Integrated Marketing Communications Plan for Mr.

T's Hair in Motion" ().Research Papers. Paper. To be effective, an integrated marketing communications approach needs to be based on research and analysis of the target market, including its needs and motivations and the ways to communicate.

- Integrated Marketing Communication (IMC) is a communications process that entails the planning, creation, integration and implementation of diverse forms of marketing communications (advertisements, sales promotions, publicity releases, events, etc) that are delivered over time to a brands targeted customers and prospects.

The idea of integrating marketing and communications dates back to early marketing literature, but the term 'Integrated Marketing Communications' (IMC) only became popular in the s.

Integrated Marketing Communication Essays and Research Papers

Integrated Marketing Communications Strategy MKT August 27, Introduction The purpose of marketing communication is to effectively inform consumers about the benefits and values of the company’s products, thereby influencing their attitudes and buying behavior (Keegan, Green, pg.


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Research papers on integrated marketing communication
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