Research papers on integrated marketing communication

Subsequently, vertical integration upholds various aspects of the corporate mission including both marketing and communication.

Benefits of integrated marketing communications

Another objective of the Integrated Marketing Communication adopted for Coca-Cola Life was to ensure a form of closeness to the consumer as well as be part of their lives making consumption of the product a daily ritual. Subsequently, vertical integration upholds various aspects of the corporate mission including both marketing and communication. In terms of calendar periods, the more budgetary allocation is required during the period in which the product is likely to make more sales. The main purpose of this paper is to identify obstacles to further developing IMC. Secondly, the number of sales can be used in monitoring and evaluation by examining if it has a positive or a negative impact based on the previous records. All the integration levels work differently in strengthening integrated communications. The driving factors behind the strategy must be well outlined. Hence understanding their relative impact is important, but previous research tends to examine brand advertising, retailer touchpoints, The first step in budget allocation is deciding on either promotional or institutional advertising. Hence, it is critical to compare the cost of the promotion to the results. It has influenced thinking and acting among all types of companies and organizations facing the realities of competition in an open economy. Also, social media marketing indicated a positive response from the consumers.

In terms of calendar periods, the more budgetary allocation is required during the period in which the product is likely to make more sales. Another objective of the Integrated Marketing Communication adopted for Coca-Cola Life was to ensure a form of closeness to the consumer as well as be part of their lives making consumption of the product a daily ritual.

Research papers on integrated marketing communication

It is, therefore, possible to compare product performance by observing the trends from a similar product. This helps the marketer to establish the ratio of advertising expense to the sales. Spending too much on product promotion can be a form of extravagance and a source of direct loss for the company Shin The purpose of the new strategy was to further reduce the kilojoule count for the Life brand and at the same time retaining its flavor Mitchell Secondly, the number of sales can be used in monitoring and evaluation by examining if it has a positive or a negative impact based on the previous records. An almost entirely neglected touchpoint, peer observation, is consistently significant. After the launch of the product, the marketing campaign was rolled out across 7, outdoor locations mainly on buses, digital screen ads and billboards across cities Mitchell Coca-Cola Company allocates most of the advertising budget to media in order to gain and retain its huge market share globally due to the competitive nature of the beverage industry.

The following paper explores the aspects of Integrated Marketing Communication on Coca-Cola Company which introduced a new product to its long-standing line of soft drinks known as Coca-Cola Life.

Sales of energy drinks fell by 2.

role of imc in branding ppt

According to the latest IRI figures, the Life brand of Coca-Cola has attracted a considerably small group but the loyal consumer. Budget allocation in an integrated marketing communication depends on the advertisement budget agreed upon.

After the launch of the product, the marketing campaign was rolled out across 7, outdoor locations mainly on buses, digital screen ads and billboards across cities Mitchell This helps the marketer to establish the ratio of advertising expense to the sales.

Research paper on integrated marketing communication pdf

There are various levels of integration of the marketing communication including vertical, horizontal, internal, external, and data integration Yeshin By monitoring ROI, it is possible to determine if the marketing input has realized profits or not Ferrel and Hartline Subsequently, vertical integration upholds various aspects of the corporate mission including both marketing and communication. Also, this form of marketing for the Coca-Cola Life brand can be done through sponsoring of entertainment events such as motor racing, football, etc. Also, the timing of advertisement is also crucial in depending on the purchasing power of the target market and other prevailing conditions Piercy Hence understanding their relative impact is important, but previous research tends to examine brand advertising, retailer touchpoints, word-of-mouth, and traditional earned touchpoints separately. This helps the marketer to establish the ratio of advertising expense to the sales. Establishment and allocation of the advertising budget can be conducted based on methods that are most convenient for the company. From the beginning of the s IMC became a real hot topic in the field of marketing. Departmental budgets are determined by evaluating the percentage of sales whereby the departments selling more products tend to receive more advertisement budgetary allocation. According to the latest IRI figures, the Life brand of Coca-Cola has attracted a considerably small group but the loyal consumer.
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Integrated marketing communications Research Papers