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Hunter Roberts
Hunter Roberts

Advertising And Promotion: An Integrated Market...



An example of integrated marketing could simply involve maintaining consistent branding, tone of voice, colors and fonts across different platforms. Another example could be a cross-channel tie-in for an advertising campaign.




Advertising and Promotion: An Integrated Market...



MKT 336 - Integrated Marketing Communications1 semester, 3 credits- Studies promotion as integrated marketing communications (IMC), its role in modern marketing, and its influence on consumer decision making. IMC strategic planning combines the components of the promotional mix (advertising, public relations, direct marketing, sales promotion, personal selling, and Internet marketing) into a comprehensive program, sending an appropriate, consistent marketing message to target consumers. Prerequisite: MKT 335.Click here for the Semester Course Offerings


The discipline of marketing communications is one of the main components of marketing and seeks to promote the company or brand and its services and products across a variety of marketing and communications channels through above-the-line tactics, e.g. mass media advertising, through-the-line tactics, e.g. direct marketing, and below-the-linetactics, e.g. sales promotion and PR (Fill and Osmond, 2017). The evolution of information technology in the 1990s, with the internet becoming accessible to mass consumers, led businesses to reassess their promotional channels for an adequate and effective delivery of their brand messages (Friedman, 2005). This meant that companies had to integrated their marketing communications mix, in which brand messages and experiences are linked across channels and delivered to consumers at the appropriate stage in their customer journey (Batra and Keller, 2016). These promotional activities parallel the efforts undertaken through integrated marketing communications, hence, the terms promotion and integrated marketing communications can be used interchangeably when referring to the promotion component in the marketing mix (cf. Yeshin, 2008).


This article elaborated on the parallels between the promotional component of the marketing mix and the integrated marketing communications mix. Based on a review of seminal literature, a framework with eight dedicated marketing and communications channels was proposed, including advertising, sales promotion, public relations, social media, website and online search, mobile marketing, direct marketing, and personal selling. Examples of the football brand Paris Saint-Germain were assessed, and it can be concluded that PSG is mostly doing a good job with the application of its marketing communications channels, following the main theoretical notions. Furthermore, it can be observed that PSG integrates its communication by utilising contents connected to each other across different channels. For example, its partnership with sportswear manufacturer Jordan (i.e. Nike) is well interconnected through advertising, sales promotions (see Figure 5), PR (see link), social media (see link), and direct marketing (see Figure 12). Next, an assessment of how the channels are utilised to achieve communication objectives should be undertaken. Batra and Keller (2016) suggested a framework that provides guidance regarding which channels have the greatest influence in achieving specific goals. Definitely an interesting exercise in continuation of this article.


The integrated components used by Coca Cola employed a mass media methodology which included television advertising, print media and banner ads. The approach utilized a marketing mix of advertising, direct marketing, as well as Web based interactive and social media marketing and sales promotion.


The competence of the combined components used in the Coca Cola integrated marketing communications exemplifies the excellence that can be achieved by a single brand. The achievement can further be evaluated by examination of media metrics such as advertising equivalency, the sum total audience which has been attained through particular media outlets, statistical figures of journalists hosted, number of articles published etc. In terms of market share benchmarks, Coca Cola is promoting and selling its products in over two hundred countries, and employs almost one hundred forty thousand associates, lending credence to the consideration of the company as a market leader in the majority of these marketplaces. Assessment of unique Website visitors, length of visit, search engine results (both free and paid) numbering in the billions on both Google and Bing as well as others offer insight to the combined component efficacy (Dudovskiy, 2015).


Develop a broad cross-section of knowledge, skills and abilities in digital marketing, advertising, marketing research, analytics, social media, client services and integrated marketing communications.


Integrated Marketing Communication emerges as a powerful tool that guides practitioners in developing and implementing marketing communications more consistently and effectively. Despite its continuing appeal little is known about its physical or visible form in marketing communication process, but the emergence of this concept has become one of the most significant examples of development in the marketing discipline. It is the most innovative function of marketing endorsed by advertising and marketing practitioners. Integrated Marketing Communication has moved beyond communication to the process of using promotional elements in a unified way so that a synergistic communication effect is created and achieved. The present study explore on the purpose of drawing out whether Integrated Marketing Communication could indeed be seen as an effort towards promotion in practice and also find out some challenges and future of integrated marketing communications for business. 041b061a72


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