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(2007, 3600 words)
The paper examines the competitive position of Sunny Cottage Holidays (SCH) providing information on the theory of market segmentation, reviewing marketing communication ('marcomms') channels used to reach the company's target market, describing the benefits of a web-site development for SCH, identifying the opportunities for customer relationship marketing, etc.
(2007, 3000 words)
This paper is focusing the concepts of communications. The aim of this study is to develop and design a creative print advertisement for an international charity organization recruiting business graduates to help improving small business in developing counties. It uses Care International as an example. The report starts with identifying the atmosphere of charity sector in the UK market, provides details of the target market and advertising goals. Then, it examines the literatures of communication and integrated marketing communication. Based on the concepts of the two fields, the final advert is created. The rationale of advertising content and the limitation are also provided.
(2007, 2300 words)
This report is aimed at critically analyzing the integrated marketing communication strategy adopted by L'Oreal, one of the largest cosmetic companies across the globe. This report has been commissioned to the researcher as a member of marketing department by the marketing manager of L'Oreal and highlights the strengths and weakness of the current marketing communication of the company and is focused on exploring luxury and professional segments.
(2007, 2400 words)
This report discussed marketing communication campaign of Australian Sugar Industry as result of crisis caused by negative perception about sugar consumption. This analysis discussed elements of communication mix implemented, reasons behind these applications with relevance to different audiences and objectives behind usage of each elements applied
(2006, 2500 words)
The paper offers comparative analysis of the marketing communication strategies in Coca Cola, Pepsi and Virgin Cola providing an overview of the soft drink market, examining promotional tools and strategies of each company, and suggesting recommendations to the companies' management. The research is based on the analysis of secondary and primary data obtained through a questionnaire.
(2007, 3000 words)
This report will attempt to comparative analysis of Marketing Communications strategies and mix for the Cola drinks in the UK. To begin with the report analysed the current market situation to aid a better analysis of the communications strategy employed by the companies. Followed by a thorough industry analysis current communications strategy for Coca-cola, Pepsi and the Supermarket brands were analysed.
(2006, 1500 words)
The paper examines the role of integrated marketing communication (IMC) identifying its advantages and disadvantages and conducting analysis of IMC applications at Hewlett-Packard (HP). Recommendations are offered in the area of relationship management, promotion strategy, etc.
(2006, 1500 words)
The paper of examines the concept of integrated marketing communication (IMC) providing its definitions, exploring the keys to successful marketing, and highlighting the importance of long-term customer relationships in the competitive market environment.
(2005, 2000 words)
The paper reports on the marketing communications used in the Asian-based hotel group Shangri La Hotels reviewing their current position and promotional objectives, and evaluating the company’s ‘pull’ ‘push’ and ‘profile’ communication strategies from the perspectives of marketing methods, resources and implementation.
(2006, 3000 words)
The paper reports on Shell’s corporate strategy focusing on the new centralised approach to their international marketing communications. The company’s market position is identified using McKinsey matrix; their centralised brand and communication strategy is described focusing on the advertising campaign. The effectiveness of the collaboration between Shell and the international advertising agency J Walter Thompson is evaluated. Recommendations are made about further directions in Shell’s strategic development.
(2006, 2500 words)
The paper examines the issues of marketing communications in the bottled water market reporting on the bottled water consumption in Europe and in the UK, and focusing on Evian and Vittel brands. The companiesÒ marketing communications strategies are discussed including print advertising, sales promotion, packaging designs, sponsoring, etc. Recommendations about marketing communications strategies are offered.
(2006, 3000 words)
The paper examines the features of marketing communications reviewing literature related to the communication theory and advertising. The concept of Integrated Marketing Communications (IMC) is defined and applied to the analysis of marketing communication tools used in advertising Mars chocolate through print advertisements, outdoor billboards and product packaging.
(2006, 3000 words)
Linking marketing Communications with consumer behaviour is a strict business imperative. Yet how organisations effectively communicate with their target markets depends largely upon the knowledge they have about the latter. In this regard, in a case-specific analysis, this paper demonstrates how Apple Computer Inc. from arming itself with knowledge of the consumers of portable digital music, markets the revolutionary music technology called the iPod. Then, the paper determines whether or not words-of-mouth communications is factor into the CompanyÒs marketing communications suite for the iPod. To sustain and improve the iPodÒs dominance, the current paper advances approaches, in light of consumer behaviour and marketing communications, which Apple Computer could take forward.
(2005, 4500 words)
The paper reports on creating a website for a high street retailer, as part of their marketing communication plan for the next financial year. Theoretical approaches to marketing communication (MC) are reviewed highlighting the benefits of integrated online and offline communication (IMC). The step by step work at the marketing communication plan is described including situation analysis, the setting of objectives, strategies and tactics, the choice of communication tools, control measurements, etc. The planning is conducted along the lines of the RABOSTIC (Research, Audiences, Budget, Objective, Strategy, Tactics, Implementation and Control) system.
(2006, 2000 words)
This paper uses a case study approach to critically evaluate a companyÒs website by drawing upon response hierarchy models, and analyzing how a particular company is exploiting the Web to influence consumer responses. The website of Dove has been evaluated to see if the website is successful at influencing the browser at the cognitive, affective and behavioural stages of response. Marketing communications tools, like advertising etc., have been identified in terms of their effectiveness at each stage of response. Areas discussed include integrated marketing communications, response hierarchy models, website purpose, communications objectives, brand pyramid and marketing communications tools.
(2005, 3500 words)
The paper reports on integrated marketing communications in Cunard Line Ltd, a luxury cruise liner industry, discussing the issues of their corporate identity and image, reviewing their internal and external background, and analysing their promotional strategies.
(2005, 2000 words)
The paper examines Thomsonfly.com (former Britannia Airways) launch campaign of spring 2004 focusing on their marketing communications strategy. The companys promotion through TV advertisements is evaluated; SOSTAC (situation, objectives, strategy, tactics, action and control) analysis is conducted.
(2005, 3000 words)
The paper examines marketing communications (MC) providing an overview of opinions on MC functions and relevant factors that must be taken onto account in international environments. External marketing communications are discussed identifying strategic, environmental, coordination and evaluation issues in the planning, implementation and control of international MC.
(2004, 4500 words)
The paper reports on the River Bar, a new bar in Canterbury. The background of Canterburys history, bars and nightclubs is provided; the bars marketing communications are examined on the basis of contextual analysis of their environment, competition, product and customers. Marketing communication strategies and promotional techniques are discussed.
(2006, 2300 words)
This paper considers the main techniques used by marketers in marketing communications. Emphasises on relationship marketing, direct marketing, and those of advertising, sales promotions and personal selling.
(2006, 3500 words)
This paper presents the analysis of the existing gap between academic and professional approaches to marketing communication. Discusses the nature of the divide, investigates the reasons for it and the barriers to communication. Suggests ideas for improving the effectiveness of academic-practitioner collaboration.
(2005, 3500 words)
The paper proposes a new marketing strategy for Directski, an online ski holiday provider and operator, analyzing the companys background and suggesting recommendations in the area of promotion. Promotional tools are reviewed across various media of advertising including newspapers, the Internet, TV and Radio.
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