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Essay / Research Paper Abstract
This 9 page paper looks at the way in which an integrated marketing communication campaign may be created for a local supermarket. The paper starts by examining the concept of integrated marketing; discussing how it is achieved and providing an example of an integrated marketing campaign and utilizes that information in order to provide a framework for a new campaign to support a local supermarket chain. The integrated marketing campaign utilizes local advertising, radio, an Internet website and a social networking site. The bibliography cites 10 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEIMsuper.doc
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Unformatted sample text from the term paper:
result in a significantly more effective approach to marketing, which can also be cost effective. When looking at a firm such as a local supermarket1, such as a small regional
chain, or a single outlet, there are likely to be pressures in place to ensure that the marketing budget is used effectively.
To assess the way that an integrated marketing campaign can be created the first consideration is to define what is meant by integrated marketing. Nickels (et al, 2001) define integrated
marketing communication in a broad context stating that it is a "technique that combines all the promotional tools into one comprehensive and unified promotional strategy" (p703). The American Associations of
Adverting Agencies gives a slightly more focused defintion stating it "is a concept of marketing communications planning that recognises the added value of a comprehensive plan. Such a plan evaluates
the strategic roles of a variety o communication disciplines" (quoted in Kotler and Keller, 2008; p583). Therefore, it is an approach where different marketing mediums may be used in a
singular strategy, where the marketing message is unified across the different mediums, with the ability to use each strategically. Schultz and Kitchen (2002) give examples of the different marketing tools
which may be incorporated into an integrated marketing campaign, such as the use of general advertising on the usual mediums, as well as the use of direct marketing and the
leveraging of public relations, putting forward a model where different tools are used to maximise the impact on the communication that takes place in the marketing. Chaffy (2009) extended this
to different forms of electronic media, including the internet and email. The question is then how can this multifaceted strategic approach to
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