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Essay / Research Paper Abstract
This is a 4 page paper that provides an overview of integrated marketing communications. The utility of such an approach is explored in a hypothetical scenario. Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: KW60_KFpropln.doc
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Unformatted sample text from the term paper:
listed below. Citation styles constantly change, and these examples may not contain the most recent updates. Using Integrated Marketing Communications to Leverage Shared Media Costs
, 11/2010 --properly! Integrated marketing communication, the use of a coordinated marketing approach across various media and advertising channels, is popularly
used to promote brand unity and image. At the same time, however, it might easily be used to leverage media costs across several business units within the same organization. This
paper presents a hypothetical scenario demonstrating exactly this. This paragraph is useful for helping the student to provide a basic foundation of information about Graves Enterprises upon which to
build the rest of the paper. Graves Enterprises specializes in selling floor cleaning products. Since the companys inception, it has focused on selling these products to commercial clients, relying upon
commercial media buying avenues such as trade journals to spread the word. A few years ago, however, Graves Enterprises decided to expand by breaking into the consumer products market. In
doing so, the consumer products marketing division employed the services of an additional marketing and advertising agency. While the new division has been rather successful, certain operating costs have become
worthy of attention. This is why Ive decided to focus on the marketing costs associated with the consumer goods division in this report to Graves Enterprises CEO. As Vice
President of Marketing, I spoke with several of our marketing executives in order to compile this report. Firstly, I spoke with Joshua Edwards in charge of the consumer products business
unit. He reported a 150% increase in profits across all consumer products, and proposed the following plan in order to grow the division even more. To begin with, the division
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