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Essay / Research Paper Abstract
This 8 page paper considers the topic of integrated marketing communication; IMC. The paper gives three different definitions and explains them using real life examples and then consider which are the best or most appropriate for different circumstances. The bibliography cites 6 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEIMComm.rtf
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Unformatted sample text from the term paper:
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. It includes three critical components: brand marketing, direct marketing, and customer
relationship management. The purpose of IMC is to establish the brand, or position, in the mind of a target audience". (Stamats, 2005)
This is a definition that I all encompassing and although not a widely recognised source for the definition it is also a very useful definition as it indicates not only
the use of different tools to communicate their is also the defining of the differentiates which need to be encompassed of brand marketing, the use of direct marketing and also
customer relationship management. This is also a definition that will exclude many marketing exercises where there is one or more elements missing, one pf the most common omission will
be customer relationship marketing. Direct marketing it is possible to see how it will support customer prelateship marketing. This is a tool that has developed to aid long term relationships
between suppliers and purchasers; a customer orientated approach (Kotler, 2003). Unlike many other forms of marketing the focus is not sales led and can be seen as a more mature
marketing form (Vellas and B?cherel, 1999). It is also argued that although it is a model where there are universal applications, it is also one that has the greatest value
creation in a market where the consumer has short term goals and low switching costs (Jackson, 1991). On example of integrated marketing communications making use of this model are
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