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Essay / Research Paper Abstract
This is a 7 page paper that provides an overview of integrated marketing communications. A case study of a software company is offered as an example. Bibliography lists 10 sources.
Page Count:
7 pages (~225 words per page)
File: KW60_KFbiz020.doc
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corporate marketing paradigm is shifting away from a focus on raw promotion towards a focus on consumer relations. Additionally, the influx of new competition into virtually all markets has forced
organizations to engage in market segmentation, devoting marketing resources towards only the most efficacious segments of the target market, in order to develop and retain a competitive advantage. For this
reason, it has been necessary for organizations to implement a more integrated approach to marketing. The concept of integrated marketing communications has proven instrumental in developing exactly such an approach,
regardless of specific organizational context, by virtue of proceeding from an in-depth situation analysis and identification of communication objectives and target groups. This paragraph helps the student introduce the
basic concept of integrated marketing communications. The popularity of integrated marketing has generated a great deal of literature which sheds light upon the particulars of the concept. Integrated marketing communications
is defined as "messages with a common theme that are executed across multiple media in a visually consistent manner", and refers to the promotion of a brand to different segments
of the population by way of a concentrated and cohesive campaign (McGrath 2005, p. 191). This is a major change from the traditional business approach to advertising, wherein advertising functions
were viewed as existing apart from "other promotional tools" (Oltaunji 2011). Adopting the integrated approach allows marketing messages to remain consistent and coordinated, even as multiple target groups are reached
(Olatunji 2011). The value of integrated marketing can be envisioned through the hypothetical case scenario of Montoya Corporation. Montoya Corporation is a software provider hoping to embrace the new
cloud computing standard as a means to reduce costs and increase the efficiency of business models. The organization has been in business for some twenty years, but after decades of
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