University of Westminster “Integrated marketing communications are far from reality in most companies. A number of strong barriers prevent IMC from being implemented quickly and efficiently.”- De Pelsmacker Managing Marketing Communications 2011 Introduction Integrated Marketing Communications‚ (IMC) has been one of the major communications developments in the last decade of the 20th century (Kitchen & Schultz 1999‚ 2000) It is regarded as a fundamental paradigm shift in the thinking
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their products. The modern business organizations enjoy the utilization of a wide range of advertising medium including; the internet‚ newspapers‚ magazines‚ billboards‚ television‚ and so forth (Abideen & Saleem‚ 55). According to Dens and Pelsmacker (52)‚ television is the strongest medium of advertisement due to its wide viewership and high appeal in both visual and audio communication. The telecommunication industry today uses advertising to capture their prospective‚ potential and present
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Business and Management (Online) Vol. 3 (11)‚ 19-28 Davis‚ H.L Ekasasi S. R. (2005) The Role of Children in Family Decision Making: A Theoretical Review‚ Edisi Khusus Jsb on Marketing‚ Volume 3‚ 25 – 41 Foxman E and Patriya S Geuens M.‚ Mast G. and Pelsmacker P. (2002) Children’s Influence on Family Purchase Behavior: The Role of Family Structure‚ Asia Pacific Advances in Consumer Research Volume 5‚ 130-135 Hall J‚ Shaw M‚ Johnson M Kaur‚ P and Singh‚ R (2006) „Children In Family Purchase Decision Making
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January‚ 2010] [Accessed on 8 January‚ 2010] Mintel Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=479521&list=wh_items/display/id=438493 [Accessed on 8 January‚ 2010] [Accessed on 28 December‚ 2009] Pelsmacker‚ P Reid‚ M. (2003). IMC-performance relationship: further insight and evidence from the Australian marketplace. International Journal of Advertising‚ 22(2)‚ pp.227-48. Reid‚ M. (2005). Performance auditing of integrated marketing communication (IMC)
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Just Us! - Opportunity for Branding and Marketing Expansion Executive Summary This executive summary has been provided to allow readers a rapid appreciation of the content of this assignment. This document analyses the marketing situation for a Fair Trade coffee roaster company with business in the wholesale and own retail market. The environment was analyzed by scanning the micro and macro environments‚ giving emphasis to competition and external factors. After that‚ the SWOT analysis
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References: 1) Armstrong‚ G.‚ P‚ Kotler.‚ V‚ Wong (2008). Principles of Marketing. Essex: Pearson Education Limited. pp692. 2) De Pelsmacker‚ P.‚ M‚ Geuens.‚ J‚ van den Bergh (2007). Marketing Communications: a European perspective. 3rd ed. Essex: Pearson Education Limited. pp16. 1) anon.. (2010). Partnerships. Available: http://www.unicef.org.uk/. Last accessed 2nd May 2011. 2) anon
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Perspective by P. de Pelsmacker‚ M. Geuens and J. van den Bergh. 2. Marketing communications and branding. Marketing communications have an important role in building and maintaining brand value. According to American Marketing Association “brand is a name‚ term‚ sign‚ symbol or design‚ or combination of these‚ intended to identify the goods or services of one seller or group of
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edition‚ Essex‚ Pearson Education Limited Capon‚ C. (2009)‚ Understanding the Business Environment‚ 3rd Edition‚ Essex‚ Pearson Education Limited Jobber‚ D. (2010)‚ Principles and Practice of Marketing‚ 6th Edition‚ Berkshire‚ McGraw-Hill Education Pelsmacker‚ B.‚ Geuens‚ M.‚ Bergh‚ J. (2005)‚ Foundations of Marketing Communications‚ Essex‚ Pearson Education Limited Slack‚ N. and Lewis‚ M. (2008)‚ Operations Strategy‚ 2nd Edition‚ Essex‚ Prentice Hall
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Marketing Firstly‚ mobile marketing is pertinent to all of the “activities undertaken to communicate with customers through the use of mobile devices” such as the dissemination of promotional offers and information on product and services‚ (De Pelsmacker‚ Geuens and Van den Bergh‚ 2007). Hence‚ mobile marketing employs mobile devices as the primary communication platform for promoting products and/or services to customers. Mobile phones‚ smart phones and computer tablets are all considered to be
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Young Consumers. 11 ‚ 96-107. Dixona‚ Helen G.‚ Scullya‚Maree L.‚ Wakefield‚ Melanie A. (2007). The effects of television advertisements for junk food versus nutritious food on children’s food attitudes and preferences.1311–1323. Dens‚ Nathalie. Pelsmacker‚ Patrick De.‚ Eagle‚ Lynne. (2006). Parental attitudes towards advertising to children and restrictive mediation of children’s television viewing in Belgium.8‚ 7-18. Fiates‚ Giovanna Medeiros Rataichesck.‚ Amboni Renata D.M.C.‚ Teixeira‚ Evanilda
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