MM522 You Decide 2 - You Decide February 14, 2011...

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You Decide February 14, 2011 Continuing with graves Enterprises and its floor care products, both business units are doing well and have now focused on expanding. However, there needs to be closer examination in identifying strategic moves that may have implications across three functions; finance, marketing, and operations. A focus has been placed on developing the consumer products area and an integrated marketing communications will be
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central to its success according to the Scenario Summary. Some questions of concern are; with budgeting and the cost per thousand, the product life cycle, and is the message of Graves being conveyed the same across all media via integrated marketing communications? As defined by the American Association of Advertising Agencies, integrated marketing communications (IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan (Kevin Keller, 2009). The text also goes on to state, such a plan evaluates the strategig role 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 impact through the seamless integration of messages. Josh Edwards, the Marketing Director of consumer products has an integrated
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This note was uploaded on 03/26/2012 for the course MARKETING 522 taught by Professor Hill during the Spring '12 term at Keller Graduate School of Management.

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MM522 You Decide 2 - You Decide February 14, 2011...

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