StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Integration of marketing communications has been a hot topic for the past 25 years - Essay Example

Cite this document
Summary
Some argue it a passing fad and others a constructive and positive evolution in marketing theory and practice. Adhering to the latter perspective,…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER92.3% of users find it useful
Integration of marketing communications has been a hot topic for the past 25 years
Read Text Preview

Extract of sample "Integration of marketing communications has been a hot topic for the past 25 years"

Download file to see previous pages

ntrast to views of IMC as nothing other than an inconsequential fad whose popularity is predicated on media hype rather than on its realised, or potential, contribution to marketing communications. Focusing on this debate, this research will begin by defining IMC, following from which it will critically analyse both sides of the issue, ultimately arguing for the long-term value and importance of IMC. “Integrated communications are like a band. The different communications instruments - advertising, public relations, database marketing, media specialists, sponsorship, interactive, event marketing and the rest - are like different musical instruments: piano, trumpet, trombone, violin, clarinet, percussion and the rest” (Fletcher, 1998, p. 22). Other terms that have been used to describe IMC are “one-stop shopping,” “orchestration,” “seamless communication,” “whole egg,” and “the new advertising” (Duncan & Everett, 1993, p. 30). These terms signify the integration of specialized communications functions that previously have operated with various degrees of autonomy.

Duncan and Everett argue that the basic concept of IMC is synergy, in which the individual efforts are mutually reinforcing with the resulting effect being greater than if each functional area had selected its own targets, chosen its own message strategy, and set its own media schedule and timing (Duncan & Everett, 1993). Proceeding from the stated, Duncan and Everett (1993) define IMC as “the strategic coordination of all messages and media used by an organisation to influence its perceived brand value” (p. 35). In comparison, Schultz, Tannenbaum, and Lauterborn (1993) define IMC as “a new way of looking at the whole, where once we only saw parts such as advertising, public relations, sales promotion, purchasing, employee communications, and so forth.

Its realigning communications to look at it the way the customer sees it - as a flow of information from

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Integration of marketing communications has been a hot topic for the Essay - 1”, n.d.)
Integration of marketing communications has been a hot topic for the Essay - 1. Retrieved from https://studentshare.org/miscellaneous/1542972-integration-of-marketing-communications-has-been-a-hot-topic-for-the-past-25-years
(Integration of Marketing Communications Has Been a Hot Topic for the Essay - 1)
Integration of Marketing Communications Has Been a Hot Topic for the Essay - 1. https://studentshare.org/miscellaneous/1542972-integration-of-marketing-communications-has-been-a-hot-topic-for-the-past-25-years.
“Integration of Marketing Communications Has Been a Hot Topic for the Essay - 1”, n.d. https://studentshare.org/miscellaneous/1542972-integration-of-marketing-communications-has-been-a-hot-topic-for-the-past-25-years.
  • Cited: 0 times

CHECK THESE SAMPLES OF Integration of marketing communications has been a hot topic for the past 25 years

IT Management of International Business

The Host Country India has been chosen in this report because it has long tradition in technology.... During past 63 years after independence India has shown good economic progress.... Since the year 1991, India have been maintaining good investor pleasant environment by its existing liberalised policy structure (INDIA.... The reason for choosing India is that it has one of the rich cultural legacies in Asian Region.... At present India has become one of the top industrialised countries internationally (NIC, 2005)....
13 Pages (3250 words) Essay

The Development of a Software Application

Up till now, this company has been using a traditional approach for the management of its business operations.... These relationships are demonstrated over the progress of four years and in a steady fashion.... These relationships outline a steady line of increase in sales and an overall increase in revenue after 2 years.... In this scenario, Nancy's Novelty Cakes business is looking for an effective way to replace its old manual system they have had for the last 5 years with a new computerized system....
18 Pages (4500 words) Assignment

Saudi Consumers Perceptions and Reactions

In such context, Nalband and Al-Amri (2013) has conjecturally pointed out that importance of CSR has been re-invented by companies in the last couple of years.... Chapter 1: Introduction/Background In the last 50 years, the world has become increasingly global and the business world has seen development of various management concepts such as corporate social responsibility (CSR), stakeholder theory, corporate governance, corporate ethics etc.... Nalband and Al-Amri (2013) pointed out that legitimacy has become key mantra for success for corporate in the last 15 years....
14 Pages (3500 words) Research Proposal

Integration of Internet and Social Media in the Marketing Strategies of a Small Business

integration of Internet and Social Media in the Marketing Strategies of a Small Business Executive Summary This report is about the integration of internet and social media advertising with traditional marketing methods previously used by a small clothing business.... Twinkles Children's Gear is a small enterprise that sells customized clothes for aged children (7-12 years).... Established in 2010, it is a relatively new company that has thrived on traditional marketing to sell their products....
11 Pages (2750 words) Essay

The Young Persons Rail Card

The Young Persons Rail Card (YPRC) is a rail travel discount card issued by the Association of Train Operating Companies (ATOC) to people between the ages of 16 and 25 and full time mature students.... Situation Analysis (Summary)16-25 year olds are a 7.... million19-25 year old Independent & At Home Students: 66% 3.... million19-25 yea... This would have a two fold benefit: firstly, it will trap the 'procrastinator' demographic of 14% who have already made up their mind up to purchase but have been 'waylaid' by circumstances into putting off making the purchase till another time; and secondly, the ease of applying online will enable us to reach a wider audience, especially for those who may find it inconvenient or time consuming to visit their local station ticketing offices....
18 Pages (4500 words) Essay

The UK Mobile Phone Industry

The last fifteen years has seen the mobile phone industry experiencing phenomenal growth in usage as well as in technological advances.... What have been determined is that there is another market that is coexisting alongside the cellular phone market.... The UK mobile phone industry has several players foremost of which are Vodafone and O2, both are the primary leaders in the mobile telecommunication in the UK and both their market share are pegged at 24% each....
58 Pages (14500 words) Thesis

The Communication Revolution and Development of Fashion

While communications have brought different fashions together from around the world and it is now equally possible to see people wearing business suits as well as kimonos on the streets of Tokyo, the next revolution will come from the integration of communication with fashion.... The central piece of human development that makes it possible is the technology that allows integration of diverse arts into one field.... Fashion has always been an intrinsic part of our existence as human beings....
8 Pages (2000 words) Assignment

Ethical Practice and Corporate Social Responsibility of United Kingdom Supermarkets

Hence, a wider approach using the concept of social constructivism which deals with shared ideas and communications is found to be more suitable for evaluating advertising ethics in its “local, mediated, indeterminate and socially constructed character” (Hackley, 1999, p....
14 Pages (3500 words) Term Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us