IMC Flashcards
What are the benefits and challenges of adopting an integrated marketing communications approach? Refer to relevant literature and illustrate your answer with examples.
AMA: IMC is a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service , or organisation relevant to that person or consistent over time. 8 major modes of communication - advertising - sales promotion - events n experiences - PR - online n social media mkt - mobile marketing - direct and database mkt - sale force
‘Easy in theory but difficult in practice’.
Discuss this statement with reference to the concept of integrated marketing communications. Refer to relevant literature and examples. (2)
B
Hartley and Pickton (1999) stated that: ‘Integrated marketing communications is not a new concept but the need to integrate a variety of often disparate promotional activities has taken on a new imperative over recent years’ (p.97). Explain the concept of integrated marketing communications and discuss its relevance today. Illustrate your answer with examples and refer to relevant literature. (2)
According to Hartley and Pickton (1999) the notion of integrated marketing communications is not a new concept but has become a priority in recent years. Discuss.
Hartley and Pickton (1999)
- The digital economy is changing rapidly - updated information human resources and financial capabilty
- The sepa ration of process: advertising is separated w branding separated w merchandising etc
- The existing mindset n unwillingness to change - upper management support
- The structure of organization - involve more than one company working together => different corporate cultures
- The dimension of integration, make sure creativity and at the same time align w the overall strategy.
Explain the reasons for the recent increased interest in integrated marketing communications amongst marketing academics and practitioners. Illustrate your answer with some practical examples.
D
