Week 5 DB Due by day 3

Week 5 DB Due by day 3 - Messages capable of (1) informing,...

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Week 5 DB Due by day 3 Define integrated marketing communications (IMC) and discuss the importance of teamwork in achieving a successful IMC effort. Provide examples of how this concept would apply to a specific organization. Use the Schultz and Kitchen article on "Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study" for reference. Greetings Class, IMC is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency, and maximum communications impact (Schultz, 1993) IMC is the development of an Integrated Comprehensive Marketing Communication (Promotion) Plan that links the marketing function with the communication function to deliver Effective Marketing
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Unformatted text preview: Messages capable of (1) informing, (2) convincing and (3) persuading people to buy. According to the definition given to us, within our definition, there were at least four areas that needed to be addressed to have an effective marketing message. In order for those areas to be effective it will take teamwork to make that possible. No one individual can tackle this task alone. Each area requires quality of time, and not quantity of time. If one individual is seeking to deliver an effective marketing message capable of informing, convincing and persuading people to buy, they are guaranteed to fail. Teamwork is paramount to being effective. Kotler, P., & Keller, K.L.(2012). A Framework for Marketing Management(5 th Ed.) Upper, Saddle River, NJ: Pearson/Prentice Hall Schultz, D. & Kitchen, P.(1997). Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study. Journal of Advertising Research. Vol. 37(5). Pgs 7-18...
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This note was uploaded on 03/02/2012 for the course MKT 607 taught by Professor Dr.green during the Winter '12 term at Grand Canyon.

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