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Essay / Research Paper Abstract
This 4 page paper is written in two parts, the first part looks at what advertising and promotion is so importance in an integrated marketing communication (IMC) strategy. The second part of the paper considers the way that brand issues and desired image need to be considered before formulating a brand strategy. Both sections are illustrated with examples from the marketing of Calvin Klein. The bibliography cites 5 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEcalvink.rtf
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Unformatted sample text from the term paper:
roles of advertising and promotions the term needs to be defined. IMC may be described as "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, 2008). Advertising and promotion play a
key role, they are the way that the messages are sent out to the consumers, to create the brand image and support as well as lead perceptions regarding the firm
that will help to impact on the purchase decision (Kotker, 2003). The roles of advertising and promotion are key in successful campaigns as they are some of the most visible
parts of the campaign, and when looking at IMC they are also the entrance points for the consumer, leading into the integrated marketing process.
This can be seen when looking at a firm such as Calvin Klein. This is a firm that seeks to run IMC campaigns, here there is more than
just a common theme and message, it is the same type of massage with the same values that is communicated in all of the product advertising, from jeans and other
apparel through to perfume and cosmetics. The ads focus on the image of the products and a message of young innovative marketing the breaks the rules. This has been seen
with the well known 1995 campaign where models with a young look were used and there were claims of child porn, forcing the ads to be pulled after only a
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