MKT640_U3IP_2011 - Marketing Decision Making 1 Bobby J...

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Marketing Decision Making 1 Bobby J. Barnes III American Intercontinental University Marketing Decision Making MKT640 – A Managerial Approach to Marketing Project Type: Unit 3 Individual Project 
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Marketing Decision Making 2 October 20, 2011 Abstract Research on the nature of integrated market communications (IMC) and the elements of the communication mix within the marketing strategy model. How IMC correlates and is utilized with communication and promotion and its application is applied to Water Works’ marketing campaign. Keywords: Integrated Marketing Communications (IMC), marketing, management
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Marketing Decision Making 3 Marketing Decision Making Introduction Marketing managers must maximize “contact points” (Grove, Carlson, & Dorsch, 2007) - an incident between companies and consumers. Creating contact points is effectively created when all means or varying degrees of communications channels are maximized efficiently and effectively. Communications Channels Integrated Marketing Communications (IMC) is a recent phenomenon that has emerged stemming from the emerging and innovative technology that has allowed consumers to be more influential and involved in the marketing process thus creating multiple channels that organizations must adapt to and utilize. Many definitions have come to define what IMC exactly is. IMC is argued by Percy, Rossiter, and Elliott (2001) as the planning and execution of all types of marketing communication needed for a brand, service, or company to satisfy a common set of communication objectives, or put more specifically, to support a single positioning. Or effective communication is accomplished by blending various communication forms—for example, advertising, publicity, sales promotion, and so forth—into a single, seamless entity (Nowak, Cameron, & Delorme, 1996). My interpretation of IMC conducted by scholarly research has defined it as a mechanism used to generate information that can be used to identify and target different types of consumers with elements of the communications mix. The synergy of combining the different communication elements ( advertising, direct marketing, sales promotion, and public/publicity policy ) in reference to the scope of your marketing and organizational structure can be fully effective when maximized. Success of the IMC will
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Marketing Decision Making 4 effectively produce positive brand experiences and “evoke and maintain a clear and consistent message position or message” (Nowak & Phelps, 1994). Based on your organizational structure IMC can be defined, used, and implemented to varying degrees. I agree with Shimp (2000) that whatever definition used the IMC should imply five significant features: 1. The primary goal of IMC is to affect behavior through directed communication.
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