Integrated Marketing Communication

Sam I.

Order the writing of a tailor-made Journalism Case study

Free quote online

Case study Format .doc

Integrated Marketing Communication

Download

Read an extract

Themes

Integrated Marketing Communication, Virgin Trains

Reader
Abstract
Contents
Extract

Abstract

Integrated marketing communication is a term that implies the application of constant brand messaging across a variety of marketing channels. The purpose of this paper is to discuss the impact that internet marketing would have in facilitating internet marketing communication in the case of Virgin Trains. It will discuss the way in which the use of the internet had been treated as an effective way of undertaking marketing, and it has also been treated as a commercial medium. Additionally, it will portray the way in which companies use this tool to serve as a means of communication to allow them reach a large number of people, and enable them to remain cost effective in the operations that they undertake.

In order to portray the influence in integrated marketing communication, the paper will undertake a literature review, and providing an analysis of the findings based on the way in which IMC helps companies to boost their marketing potential over the internet.

Introduction
Problem Statement
Describing the objective of IMC on the internet
Describing the website's target audience
How integrated marketing communication tools that are used on the internet can be described?
How to evaluate the effectiveness of the internet as a mode of marketing communication?
Conclusion

Get this table of contents for free after login.

Extract

[...] Most companies are using this tool to serve as a means of communication. This is because it has the ability to reach a large number of people and it is also cost effective (Czinkota & Ronkainen 2002). When a company uses the internet to serve as its marketing tool, it is able to increase the awareness of the company to a larger customer base (Brassington & Pettitt 2000). Promotion and communication is vital in terms of making it easy to manage companies in today's business world. [...]

[...] Analysis from findings From the literature review, it is evident that integrated marketing communication plays a vital role in boosting marketing though the internet. The common forms of advertising that are carried out over the internet are carried out though banners, buttons, social media, and others are text- based such as the email. Therefore, in the case of Virgin Trains, it should first set the objectives for which it intends the integrated marketing communication though the internet to portray to the customers. [...]

[...] With the use of the internet, consumers can be able to interact with machine as well as with each other (Abrahamson & Lundgren 2004). Firms can be able to offer content to the medium as well as communicate with each other. Consumers and firms are provided with an opportunity to interact with each other, and consumers can be able to provide commercial content to the internet (Wen et al 2006). The internet serves as a mechanism that provides exceptional opportunities for organizations to sell or market their products and services in an innovative manner (Czinkota & Ronkainen 2002). [...]

[...] Text-based advertising operates via bulletin boards and email. On the other hand, multimedia-based advertising makes use of buttons, banners, sponsorships and interstitials. The use of the text-based advertising such as the email is equated to sending a direct mail offline (Schultz et al 1994). The email has various advantages over direct mail. For instance there are no post charges while sending an email and it offers an opportunity for direct response. Advertisements on emails also contain links to click on the website pertaining to a particular company (Schultz et al 1994). [...]

[...] A website serves as a reflection of a company. A website has the ability to attract as well as maintain customers or it can turn them off instantly. Since competitors are usually a click away, it is vital for a company to design its website in a careful and complete manner (Wells et al 2004). While using the internet as a marketing tool, a company can be able to replace the expensive and manual procedures with informative and interactive alternative on the website (Duncan & Sandra 2007). [...]

doc