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(2008, 2000 words)
The paper examines the applications of a web site in the organisation's marketing communications describing how web sites help organisations to understand their global consumers, change the role of intermediaries and increase efficiency. External implications of websites' use are considered highlighting the benefits of websites over their disadvantages.
(2005, 3000 words)
The paper examines the concept of Integrated Marketing Communications (IMC) reviewing literature on communications, advertising media, interpretations of marketing messages, etc. Various forms of advertising for Mars chocolate bars are interpreted from the customers perspective comparing connotations that the companys message can have in different cultures.
(2005, 5500 words)
The paper reports on the role of marketing communication (marcoms) reviewing theoretic approaches to integrated marketing communication (IMC) and evaluating marcoms activities of the Sonys Computer Entertainment subsidiary including advertising, public relations (PR), sponsorship, sales promotions, exhibitions, etc. Factors contributing to IMC success or failure are discussed.
(2005, 2100 words)
This essay focuses on the literature of the extent of standardization of marketing communication for global companies. It looks into the three major perspectives: standardization, adaptation and compromise in order to see different dimensions of this topic. Finally, using Unilevers Websites for each country as a case study it establishes how different factors influence on the design and content of the internet marketing communication.
(2005, 2000 words)
The paper discusses the role of advertising examining the promotional campaigns of Coca-Cola, Heinz and Marks and Spencer. The profile of each company is provided commenting on their use of the promotional mix tools. Conclusions are made about the most affective strategies in promotional campaigns.
(2005, 2600 words)
This essay aims to discuss the significance and validity of the Integrated Marketing Communications (IMC) concept. The author also presents various examples to illustrate the importance of the IMC for effective business operations.
(2005, 6900 words)
This report is focused on the analysis of the marketing strategies for Thorntons Plc and provides valuable suggestions for future expansion and strategies to gain competitive advantage in the UK chocolate market.
(2005, 3000 words)
This paper discusses marketing communications theories in terms of conventional models and arguments. AIDA and AIDCA approaches were evaluated and set against the new theories. Orange advertisement policy was evaluated in the relevance to those theories. Sales promotion, public relational and publicity activity of Orange were also examined. Branding concepts were analysed and Orange's branding campaign pros and cons were discussed. Consumption constellation and marketing communications integration were also discussed. Recommendations for Orange how to improve its marketing communications programme have been given. Finally the paper concludes by giving the paper summary and highlighting Orange's main negative points in the communications campaign.
(2005, 1500 words)
This essay examines the concept of marketing communications. It analyses the importance of customers and the role that they play in the marketing environment. It also looks at how this marketing environment has changed, if at all. The essay then explores the challenges faced by the marketing communications function in its attempt to influence customer behaviour. Part of this analysis includes an examination of the methods, techniques, strategies and forms of evaluation that can be adopted by the marketing communications function.
(2005, 1700 words)
From a consumer behaviour perspective, this paper demonstrates how culture is used to convey HSBC's brand message to consumers through marketing communications. It begins by defining culture and discussing its relationship with consumer behaviour. It then considers cross-cultural differences and their implications for marketers, subsequently identifying HSBC's marketing approach. It discusses how HSBC applies culture on a global level through general marketing communications including branding and slogans, and more specifically through television advertising. By analysing a promotional campaign, it focuses on how HSBC applies culture on a local level and how such campaigns are used to enhance local perception of the company's global brand image. This text ultimately concludes that HSBC applies culture to marketing communications in order to convey to consumers the benefits of their "glocal" approach to banking.
(2004, 2000 words)
The paper looks at integrated marketing communication (IMC) offering various definitions of the phenomenon. The study includes an overview of the elements of IMC, its key objectives and challenges. The impact of IMC on advertising practices is discussed highlighting the changes in marketing communication strategy and tactics. The conclusions are made about the acceptance of IMC by clients and agencies.
(2005, 2500 words)
This paper reviews the issues of the communication mix strategy in the business context of travel industry. The first area of concern is the range of communication tools that might be integrated into communication mix strategy (online and offline communication tools). The paper justifies the use of each of the suggested tools, reviews the general considerations that shall be made prior to the devising of the communication mix strategy and reviews the issue of the measurement of the effectiveness of the applied communication tools. The second area of concern is corporate identity and its differentiating importance. The discussion shows that the corporate identity is directly linked to the issues of business ethics and can be significantly damaged by various emerging force-majeure situations.
(2004, 3000 words)
This report analyses and evaluates Marketing Communications of Carlsberg, marketing strategies used by Carlsberg; TV campaigns of Carlsberg; creatives of Carlsberg; target audience of Carlsberg and its brand.
(2003, 4500 words)
This paper provides an overview of Sainsbury's marcoms (Marketing Communications) activities and critically evaluates whether its communications are truly integrated based upon marcoms (Marketing Communications) and IMC theory. It concludes by a set of recommendations to improve IMC at Sainsbury's and then moves from the case specific to more general applications as a number of generic critical success factors which are key to successful IMC are identified.
(2004, 2000 words)
This essay is discussing the concept of Integrated Marketing Communications (Advertising, PR, Sales Promotion, Personal selling, Direct Marketing). Importance of integrating marketing communications is discussed.
(2003, 2500 words)
(2003, 3000 words)
The aim of the following research paper is to critically analyse the role of marketing communications in building and sustaining the brand image for consumer and business orientated products.
(2003, 2000 words)
This paper discusses how new technologies have affected and
will affect marketing communications. It starts by discussing
the new technologies, their impact and threats to traditional
marketing communications. Review of the current literature suggest
how marketing communications (Advertising, Personal selling,
Sales promotions, Public Relations, Direct Marketing) will be
affected by the new technology. Conclusions are drawn upon the
significance of adaptation and usage of new technologies for
the businesses to survive.
(2002, 11500 words)
Customer loyalty programmes are one of the most efficient and successful marketing tools. In today's hospitality industry, loyalty programmes are playing a cost-effective role in stimulating repeat business and gaining competitive advantage. This research work analyses the patterns and promotion strategies of customer loyalty programmes in three global hotel chains. Additionally, company and customers perceptions concerning promotion methods were investigated. Primary and secondary sources of collecting data were used. Through the secondary research, a critical review of the updated literature regarding the loyalty programmes and its promotion strategies was obtained. Moreover, local hotels of three chosen global chains were presented as a sample of the primary research. In order to obtain required information, the interviews with marketing managers were conducted as well as 150 questionnaires were distributed amongst the hotel guests. After collecting and analysing both types of research of this study, it was discovered that loyalty programmes are an inevitable component in building strong relationships with customers in the hotel environment. They are successfully generating financial benefits, increasing the repeat sales, revenue and profit with lower cost of operating. Promotion of loyalty programmes has become greater than before as more and more loyalty programmes are appearing at the international arena. The main promotion tools are advertising in magazines/journals, hotel brochures and leaflets as well as on Internet web sites. Also hotel public relations within the target market are used extremely. These include such as presentations, conferences, training programmes, etc. Likewise, members of the loyalty programmes are considered as a word of mouth communication promotion method. In the last part of this research work, methods for developing and improving promotion strategies were recommended.
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