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Essay / Research Paper Abstract
This 10 page paper first provides an explanation of integrated marketing communications, a process wherein all forms of marketing and advertising carries the same message to consumers and identifies some of the types of media that may carry that message to consumers. The essay then describes a case study of integrated marketing communications for one arm within the Sears corporation – the Sears Home Services business. The writer relates how Sears approached their integrated marketing program and the results of their evaluation of the program. Bibliography lists 10 sources.
Page Count:
10 pages (~225 words per page)
File: MM12_PGsrsimc.rtf
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Unformatted sample text from the term paper:
19). The underlying premise is that all forms of marketing communication, regardless of the medium used or the region where the advertising is taking place, carries the same message to
consumers (Weilbacher, 2001). Thus, there is a unified, integrated approach that carries one message rather than using different messages or strategies for each activity in marketing communication campaigns (Weilbacher, 2001).
Weilbacher quotes Schultz and colleagues: In this new era of integrated marketing communications, the communication strategy is the imperative element in the communications process for all departments within the marketing
organization. It forces every aspect of the communications process to reach the consumer in a unified manner, with one personality, one benefit, one selling idea. Every communication tactic that flows
from the integrated communications strategy reinforces the reason why the consumer should believe in the product (Weilbacher, 2001, p. 19). Don Schultz and Philip Kitchen, in their book Communicating Globally,
note that any company involved in global business must view communication as a strategic tool (ADWEEK, 2000). They further argue that integrated marketing communications is the best mechanism for adjusting
the company to the global marketplace (ADWEEK, 2000). To succeed in todays global marketplace, companies must organize around customers and prospects instead of focusing on geography, products and services (ADWEEK,
2000). Kliatchko commented that Integrated Marketing Communications has expanded the ideas marketers and others have held about brand communications in that this approach encompasses "all forms of communications, actions, and
activities that influence and have an impact on the relationship between the customer and the brand" (2001, BSWD18273437). Kliatchko quoted Schultz comments regarding brand communication where Schultz stated "that brand
communication is no longer simply what the organization develops, delivers, and pays for, such as traditional advertising programs" (2001, BSWD18273437). Instead, it is about what message consumers or customers receive
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