Integrated Marketing Communications
Integrated Marketing Communications.
Case study and Portfolio
How Boots UK ‘makes use of the Integrated Marketing Communications concept.’
This assignment will be based on integrated marketing communications and its use in one real life organisation that communicates with its customers on a range of different platforms. I will analyse several adverts on different channel platforms in order to conclude on whether or not they succeed in co-ordinating their marketing communications effectively to convey a clear and consistent message to their customers.
What is Integrated Marketing Communications (IMC)?
“Integrated marketing communications is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent and compelling message about the organisation and its products.” (Pickton and Broderick, pg 25)
The IMC approach has been adopted by both large and small companies and has become more popular due to the fundamental reason that they understand the value of strategically integrating various communications functions in order to take advantage of synergy and develop more efficient and effective marketing communications with its customers. (Belch and Belch, pg 11)
The move to integrated marketing reflects organisations adaptation to a changing environment in respects to consumers and also the changing technology and media platforms available. Using IMC allows firms to keep up with major changes in media use and also buying and shopping patterns amongst consumers. (Belch and Belch, pg 11)
Building and properly managing brand equity has become a major important factor for firms and so it is increasingly important to integrate marketing communications to keep customers receiving a clear, concise and consistent message from the brand at all times in order to maintain a competitive advantage. (Belch and Belch, pg 12)
Boots UK
The organisation chosen in this assignment is Boots. Boots is a well
Case study and Portfolio
How Boots UK ‘makes use of the Integrated Marketing Communications concept.’
This assignment will be based on integrated marketing communications and its use in one real life organisation that communicates with its customers on a range of different platforms. I will analyse several adverts on different channel platforms in order to conclude on whether or not they succeed in co-ordinating their marketing communications effectively to convey a clear and consistent message to their customers.
What is Integrated Marketing Communications (IMC)?
“Integrated marketing communications is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent and compelling message about the organisation and its products.” (Pickton and Broderick, pg 25)
The IMC approach has been adopted by both large and small companies and has become more popular due to the fundamental reason that they understand the value of strategically integrating various communications functions in order to take advantage of synergy and develop more efficient and effective marketing communications with its customers. (Belch and Belch, pg 11)
The move to integrated marketing reflects organisations adaptation to a changing environment in respects to consumers and also the changing technology and media platforms available. Using IMC allows firms to keep up with major changes in media use and also buying and shopping patterns amongst consumers. (Belch and Belch, pg 11)
Building and properly managing brand equity has become a major important factor for firms and so it is increasingly important to integrate marketing communications to keep customers receiving a clear, concise and consistent message from the brand at all times in order to maintain a competitive advantage. (Belch and Belch, pg 12)
Boots UK
The organisation chosen in this assignment is Boots. Boots is a well
Bibliography: Pickton, D and Broderick, A (2004) Integrated Marketing Communications. 2nd ed. Harlow: Pearson Education Belch, G and Belch, M (2004) Advertising and promotion: An integrated marketing communications perspective Branding Asia Website (2012a) ‘Boots the Chemist’ Available at: http://www.brandingasia.com/cases/boots.htm (Accessed 23rd March 2012) Article13 Website (2012a) ‘Boots PLC’ Available at: http://www.article13.com/A13_ContentList.asp?strAction=GetPublication&PNID=811 (Accessed 23rd March 2012) Thinkbox.tv Website (2012a) ‘Boots’ Available at: http://www.thinkbox.tv/server/show/ConCaseStudy.1704 (Accessed 25th March 2012) Youtube Website (2012a) ‘New Boots Bring on spring TV ad’ Available at: http://www.youtube.com/watch?v=o5nAZk2XPac (Accessed 23rd March 2012) Youtube website (2012b) ‘David Lachapelle ad for boots’ Available at: http://www.youtube.com/watch?v=OBoYlCd5RV0 (accessed 24th March 2012) Youtube website (2012c) ‘Boots opticians advert 1995’ Available at: http://www.youtube.com/watch?v=EchulSMNczM (Accessed 23rd March 2012) Advertising archives website (2012a) ‘Boots magazine ads’ Available at: http://www.advertisingarchives.co.uk/index.php?service=search&action=do_quick_search&language=en&q=Boots+uk (Accessed 16th March 2012) Blogspot webpage (2012a) ‘Real make-up ad from Boots – Ta dah!’ Available at: http://www.monpolkadotcheri.co.uk/2011/09/real-make-up-ad-from-boots-ta-dah.html (Accessed 25th March 2012) Facebook (2012a) ‘Boots UK’ Available at: http://www.facebook.com/BootsOfficialUK (Accessed 22nd March 2012) Facebook (2012b) ‘Boots UK’ Available at: http://www.facebook.com/BootsOfficialUK (Accessed 22nd March 2012) Guardian.co.uk Website ‘Boots Christmas winners’ Available at: http://www.guardian.co.uk/business/2011/jan/17/boots-christmas-winners-sales-rise (Accessed 25th March 2012) Skin-products website (2012a) ‘Review products you love’ Available at: Skincare-products.co.uk (Accessed 13th March 2012) Hotmail website (2012a) Available at:www.hotmail.co.uk (Accessed 13th March 2012)