Integrated Marketing Communications (IMC) has emerged as the dominant approach used by companies to plan and execute their marketing communication programs. Many marketers, as well as advertising agencies, are embracing the IMC paradigm and developing integrated campaigns that use a variety ways to communicate with their target audiences. (McArthur and Griffin 1997, Belch & Belch, 2004, Duncan 2005) The shift toward the IMC perspective has been hailed as one of the most significant changes in the history of advertising and promotion (Moriarty 1994; Reitman 1994) and as the major communications development of the last decade of the 20th century (Kitchen, Brignell, Li and Jones 2004). The movement toward IMC is being driven by a number of factors including the evolution from mass to micromarketing; the fragmentation of consumer markets and media audiences; the increased use of sales promotions and public relations; the proliferation of new media and alternatives for reaching consumers, such as the internet and other digital and wireless devices; and the rapid growth and development of database marketing. New technologies such as personal video recorders (PVRs) are threatening the traditional advertising model for television and leading marketers to turn to nontraditional media such as event sponsorships, product placements, and various forms of “advertainment” such as short films shown on the Internet (Bianco 2004). As marketers work to find the right way to send the right message to the right person at the right time they are looking beyond advertising and the traditional mass media-focused approach to marketing communication. From an academic perspective, it has been argued that IMC is the foundation of new customer-focused marketing efforts for acquiring, retaining, and growing relationships with customers and other stakeholders (Duncan and Moriarty, 1998). However, despite the growing popularity of IMC, theory development and research in this area is still limited. In fact, some scholars have argued that been critical of IMC labeling it as a management fashion that lacks definition, formal theory construction and research and is transient in its influence. (Cornelissen and Lock, 2000) However, recently more attention has been given to theory development in IMC with the goal of better defining with it is, what it does and how it can be used to guide the development and implementation of marketing communication programs (Gould 2004; Kitchen, Brignell Li and Jones 2004). According to Forbes magazine coca cola Company placed the 28th position in the world in terms of market value. The Coca-Cola Company (Coca-Cola) is a leading manufacturer, distributor and marketer of Non-alcoholic beverage concentrates and syrups, in the world. The company owns or licenses more than 400 brands, including diet and light beverages, waters, juice and juice drinks, teas, coffees, and energy and sports drinks. The company operates in more than 200 countries. Coca-Cola Enterprises is the world's largest marketer, producer and distributor of Coca-Cola products. It operates in 46 U.S. states and Canada, and is the exclusive Coca-Cola bottler for all of Belgium, continental France, Great Britain, Luxembourg, Monaco and the Netherlands. Coca-Cola is the nonalcoholic bottled beverages. In this term paper we are going to find out the similarities and dissimilarities among the IMC tools which varies across the country. 1.1 Origin of the Study:
We have done this term paper as a partial requirement of MKT-408(International Marketing), which we are completing under Kashfia Ahmed, Lecturer, Dept. of Business Administration. We are happy to have this topic to work on which helps us to understand the course topic. 1.2 Objective of the Study:
Every successful study should have specified and well-defined objectives. A careful statement of the objective helps in preparing a well-decorated report facilitating others to take...
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