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Essay / Research Paper Abstract
This is a 5 page paper that provides an overview of integrated marketing communication. It emphasizes the importance of communicating a message in marketing. Bibliography lists 9 sources.
Page Count:
5 pages (~225 words per page)
File: KW60_KFmarmix.doc
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Unformatted sample text from the term paper:
advertising, and gambled with the impressions of the market, this is no longer sufficient to succeed. Instead, one must adopt a marketing strategy that assures success through integrating a wide
variety of marketing approaches and knowledge: integrated marketing communications. This paragraph helps the student begin to introduce and explain the various aspects of integrated marketing. The gist of integrated
marketing is essentially that one projects a coordinated value-oriented message to consumers across all channels of marketing. This means that the marketing professionals in the organization will not be limited
in task to advertising or personal selling or fostering customer relationships, but rather will explore many or even all of these marketing functions at once (Kitchen, Kim, & Schultz, 2008).
The goal of marketing is not simply to "fire all cannons" in this approach, but rather to adopt a nuanced and integrated approach wherein all of the organizations marketing efforts
are directed towards communicating the same "message" to the consumer. Effectively communicating a given message requires finding the appropriate marketing mix for that message, or the combination of marketing functions
that provide a return on value to the organization and its products (Constantinides, 2006). One must bear in mind that the strength of the marketing mix approach is that it
is highly adaptable and customizable to specific product-oriented contexts; an effective marketing strategy will take full advantage of this. The components that can potentially make up a marketing mix
are many. First among them is advertising, which is the use of directed media to promote and generate sales for a product, whether through traditional means such as print advertisements,
radio ads, and television commercials, or through newer means such as online advertising and social networking. Advertising is an effective way to spread the word about a product as it
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