Imc Portfolio

TABLE OF CONTENTS Topic | Page | Decision Making Area 1:Determining the role of IMC Tools * Table of Articles * Summary of Articles * Observations * Conclusion | 3 | Decision Making Area 2:Establishing Objectives and Budgeting for the IMC Program * Table of Articles * Summary of Articles * Observations * Conclusion | 8 | Decision Making Area 3:Investment Decisions * Table of Articles * Summary of Articles * Observations * Conclusion | 12 | Decision Making Area 4:Message Strategy Decisions * Table of Articles * Summary of Articles * Observations * Conclusion | 16 | Decision Making Area 5:Measuring the effects of IMC * Table of Articles * Summary of Articles * Observations * Conclusion | 19 | Appendices | Insert |

1.0 Determining the role of IMC Tools
Determining the role of Integrated Marketing Communication (IMC) tools in today’s marketing world has become all the more important for marketers because of the changing trends worldwide. Social change and constantly evolving technology has introduced the IMC tools into the mix for successfully achieving growth of an organisation (Belch, et al. 2012).
The IMC tools include advertising, direct marketing, interactive and internet marketing, sales promotion, public relations, sponsorship and personal selling. In developing an effective IMC program, marketers must decide which tools could be used, either individually or as a combination. Some tools have disadvantages that can be overcome by the advantages of the other tools. This decision will help them in considering the best way to use/combine them to engage the audience and achieve organisation objectives (Belch, et al. 2012).

1.1 Table of Articles

Article | Source | Next Generation Research – February 2013 | B&T | Retailers lack big data skills – March 2013 | WARC News | The social TV race – October 2012 | B&T |

1.2 Summary of Articles Article 1 Next Generation