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Essay / Research Paper Abstract
Disney is a global media company; this 10 page paper looks at the strategy of Disney Corp., focusing on media and marketing issues. The paper looks at how the company has communicated in the past, the current strategy, the impact of technology and the actions and reaction of competitors. The paper ends with some future marketing strategy recommendation. The bibliography cites 9 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEdisneymark.rtf
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Unformatted sample text from the term paper:
Disney is a global media organisation, there are many divisions, from the films and television programmes along with the television channels of ESPN and ABC, as well as the Disney
Channel and revenues from theme parks, a cruise line and a large amount of merchandising and licensing. The marketing is one that makes the most if the differentiation that has
been created with the brand name and the long term association. However, it is also an image that needs maintenance and management, to assess potential future strategies the current position
needs to be considered. 2. Current Strategies There is a fully integrated support strategy with the different division supporting each other, for example,
the films support the sale of the merchandising, and attendance at the theme parks, a web site supports the different services, the production company makes the television shows that are
broadcast on the Disney Channel and others. This may be seen as a form of integrated communication at Disney. This is also reflected in the companys stated purpose which states
"The Walt Disney Companys objective is to be one of the worlds leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services
and consumer products", this indicates the strategy of integration. Integrated marketing communication is a term commonly used but there is not standardised
definition. For different situations verity of definitions may be best suited. Foe example, if we choose the definition by Stamats a higher education website the definition is fairly comprehensive and
states "A comprehensive, coordinated, institution-wide effort to communicate mission-critical values and messages in ways that target audiences notice, understand, and respond to. IMC stresses data-driven segmentation, message integration, and evaluation.
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