Introduction Discussion of the concept Integrated Marketing Communications (IMC) is highly debatable with many varied views. This paper aims to discuss then main definitions‚ issues‚ dimensions benefits and barriers surrounding the concept/process. Definition of IMC The definition of integrated marketing communications continues to evolve and there is no shared agreement or meaning. Duncan and Everett (1993) claimed that it is hard to reach a definition of IMC because it is a process and concept
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Brand campaign descriptors Brand Name- Cadbury Dairy Milk Campaign Name- “Shubh Aarambh” Cadbury Dairy Milk: An India Story Cadbury Dairy Milk has enjoyed a long and celebrated history of consumption in India. With about 30% share of the Indian branded chocolate market currently‚ it is by far the most popular brand in the country. Dairy Milk has also been a sustained advertiser‚ churning out new campaigns year after year and spending generously on the choicest of media spots. Dairy Milk TV campaigns
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Introduction to Integrated Marketing Communications An Integrated Marketing Communications program is based on the foundation provided by the communication model. IMC programs have been described in several ways; the consensus is to define them as follows: Integrated Marketing Communication (IMC) is the coordination and integration of all marketing communication tools‚ avenues‚ and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal
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spreading brand awareness and brand image is through communication. Companies need to establish a communication channel to win the new customers and retain existing customer. This communication is not restricted just to customer but also stakeholders in the value network. Communication is achieved through advertisement‚ sales promotion‚ public relation exercise‚ direct marketing and interactive marketing. Elements of Communication Process Communication process should not be one way traffic. Companies
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Integrated Marketing Communication: Advertising‚ Sales‚ Promotion‚ and Public Relations Chapter 12 Road Map: Previewing the Concepts • Discuss the process and advantages of integrated marketing communications. • Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. • Describe and discuss the major decisions involved in developing an advertising program. 12 - 2 Road Map: Previewing the Concepts • Explain how sales promotion campaigns
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IMC‚ brand communications‚ and corporate cultures Client/advertising agency co-ordination and cohesion Lynne Eagle‚ Philip J. Kitchen. European Journal of Marketing. Bradford: 2000. Vol. 34‚ Iss. 5/6; pg. 667 Abstract (Summary) The concept of integrated marketing communication (IMC) has received considerable coverage in the literature‚ but even its most ardent supporters have noted problems in translating the concept into reality. Reports on an extensive two-phase study of the New Zealand advertising
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Election Editorial Media Effect On Presidential Campaign The mass media communication industry is a multi-billion business. On average‚ American people watch about 1‚550 hours of television‚ listen about 1‚200 hours of radio and spend about 180 hours reading newspapers each year. In 1990s‚ as the innovation of computer and the Internet started to spread around the world‚ Internet usage has grown rapidly to play an important role on citizens’ public life. In 2012‚ the US citizens
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Why do not-for-profit organizations need to engage in marketing efforts? While non-profit organizations differ from profit seeking firms in several ways‚ non-profit organizations need to engage in marketing efforts to generate financial revenue to support their causes. All businesses need marketing plans to generate revenue and measure results. In non-profit businesses‚ community service target levels and education service target levels can be used to measure results. Unlike profit seeking organizations
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SCMHRD | Integrated Marketing Communication | Brand: Color Crew by Classmate | | Swati Joshi 2012A40 | 1/28/2013 | Color Crew is an existing brand under Classmate umbrella for kid’s art stationery. The document is about the marketing communication strategy to be adopted by Color Crew brand to review its positioning. | Integrated Marketing Communication Strategy for About Color Crew ITC forayed into the Art
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Reflection Paper: Integrated Marketing Communications Part II Althea Almendras - Gallardo September 22‚ 2012 How successful is the traditional advertising campaign nowadays? Many products still use the traditional and very costly method of advertising - using celebrity endorsers. This may catch attention to engage the customer on his initial consideration to purchase the product/service but does not guarantee repeat purchase. A great example would be Fit N Right – as a consumer looking
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