Integrated Marketing Communications Essays and Research Papers

Instructions for Integrated Marketing Communications College Essay Examples

Title: The role of Advertising

  • Total Pages: 4
  • Words: 1213
  • Sources:4
  • Citation Style: APA
  • Document Type: Essay
Essay Instructions: Assess the Role of Advertising:
Advertising can be an important component of the marketing mix for every company. Advertising is the means by which companies present their image to the market, create a brand for their products and services and ultimately engage consumers and encourage purchase. In-depth marketing research on targeted consumer markets and their behaviors can help companies to understand how consumers react to advertising messages and methods and help companies refine their advertising strategy. Research the role of advertising and consumer behavior in an integrated marketing communications (IMC) program in your text and other assigned course readings. Prepare a scholarly paper describing the role of the advertising in an IMC program.

The paper must include:
1. Discussion of the role of advertising in an Integrated Marketing Communications program.
2. Evaluate the effectiveness of advertising agency creativity on an IMC program
3. Analyze the value of advertising as part of an IMC program

APA format with 4 references, peer reviewed articles or journals not more than 5 years old.
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References

Kitchen, P.J. And Schultz, D.E. (2009). New Horizon/False dawn for a marketplace in turmoil? Journal of Marketing Communications.

Lisa, S.T. (2011). Inhibition of Brand Integration. Journal of Marketing Communications.

Studies, A.O. (2012). Impact of Iintergrated Marketing Communication on Consumers. International Journal for Marketing Studies.

Timothy, N.S. (2008). Three-stage Model of Integrated Marketing. Journal of Marketing Communications.

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Title: Discussion Questions

  • Total Pages: 3
  • Words: 878
  • References:4
  • Citation Style: MLA
  • Document Type: Research Paper
Essay Instructions: Answer each question separately and in one paragraph. Indicate each question. Back up each question with one online reference. Thank you.

DQ1 ??" An Integrated Marketing Communications strategy (IMC) consist of communicating a consistent and positive message at all contact points. IMC has grown in importance for several reasons. First, IMC allows a firm to foster long-term relationships with customers. Give an example of a company that implements IMC. What do they do well? What should they improve? Explain and justify your answer.

DQ2 ??" Importance of Communications Program Objective Setting. Does Bates Manor Furniture have a communication objective? What should it be? How will communications objectives assist in prioritizing promotion tools and budget setting?

DQ3 ??" In the case, BatesManor Furniture, inc (A), what is the purpose and role of advertising, promotion, and personal selling in the household furniture industry?

DQ4 ??"Ultimately, the goals and objectives of any promotional campaign culminate in the purchase of goods and services by the target market. The AIDA model creates attention, interest, desire and action. Does promotion affect customers differently when the product is inexpensive versus when it is expensive? Explain and justify your answer.

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References:

Frederik Balfour, and Bruce Einhorn. 2009. Hong Kong Disneyland's Future Is in Danger. Business Week (Online), March 18,

John M.T. Balmer, & Stephen a. Greyser. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), 730-741.

Barbara Caemmerer. (2009). The planning and implementation of integrated marketing communications. Marketing Intelligence & Planning, 27(4), 524-538.

Citigroup (2006), Walt Disney and Company Investment Brief. June 9, 2006. Jason Bazinet, Analyst. Citigroup Global Markets. New York, New York.

Corporate Executive Board (2001),Practice #8, Brand Leverage Protocols. Corporate Executive Board. Washington, DC. Pages 195 -- 207.

Curwen, Peter. (1995). EuroDisney: The mouse that roared (not]). European Business Review, 95(5), 15.

Merissa Marr and Geoffrey a. Fowler. (2006, June 12). Chinese Lessons for Disney; at Hong Kong Disneyland, Park Officials Learn a Lot From Their Past Mistakes. Wall Street Journal (Eastern Edition), p. B.1.

Randi Schmelzer. (2005, January). Disney's Digital Dance. Adweek, 46(2), 24-25.

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Title: integrated marketing communications

  • Total Pages: 2
  • Words: 683
  • Works Cited:0
  • Citation Style: APA
  • Document Type: Essay
Essay Instructions: Select a company and show how it is currently (or how it could be) using integrated marketing communications (IMC) for marketing its brands. Be sure to give a brief synopsis of the company and state the benefits to the organization of using integrated IMC.
You should discuss at least three of the following five components in greater detail: (1) advertising, (2) sales promotions, (3) public relations, (4) personal selling, and (5) direct marketing.

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Reference

1. Introduction to Integrated Marketing Communications. Accessed online 29th Jan 2005: www.tristate.edu/faculty/herbig/imc01.htm

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Title: Overview integrated marketing communications Snickers Asian Americans Promotion Mix Strategy explain a push pull strategy Message Strategy decide general message communicated target market promotional tools Promotion Mix choose 3 promotional tools advertising sales promotion personal selling public relations direct marketing

  • Total Pages: 2
  • Words: 759
  • Bibliography:3
  • Citation Style: MLA
  • Document Type: Research Paper
Essay Instructions: Overview of integrated marketing communications- Snickers to Asian Americans
Promotion Mix Strategy - explain if you will use a push or pull strategy or both and why
Message Strategy - decide what general message will be communicated to your target market across all promotional tools
Promotion Mix - choose at least three (3) promotional tools (advertising, sales promotion, personal selling, public relations or direct marketing). For each include:
Why this promotional tool was chosen.
Which forms of the promotional tool you will use and why (for example, in advertising you can use TV, radio, magazine, etc. and in direct marketing you can use direct mail, telemarketing, catalogs, etc.).
Discussion of how your message strategy will be implemented using this promotional tool and the execution style.

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References

Kurtz, D.L. (2012). Boone & Kurtz contemporary marketing / David L. Kurtz. Mason, OH: South-Western Cengage Learning.

Mooij, M.K. (2010). Global marketing and advertising: Understanding cultural paradoxes. Los Angeles: SAGE.

O'Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising and integrated brand promotion. Mason, Ohio: South-Western/Cengage Learning.

Smith, P.R., & Zook, Z. (2011). Marketing communications: Integrating offline and online with social media. London: Kogan Page.

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