Pepsi Loot And Internal Integration

Secondly, in the integrated marketing communication, many marketing communication materials including advertisement should establish or develop an image and it could reflect customers’ behaviors directly. In the term of integrated marketing communication, the brand/image advertising, consumer sales promotion, direct response advertising and public relation may maximize their special strength and minimize their weakness. Lastly Nowak, and Phelps (1994), mentioned that coordinated marketing communication could build up better coordination between advertising, sales promotion, direct response and public relation. According to Phelps and Johnson (1996), Caywood stated that marketing communication planning could be recognized by added value of a comprehensive plan with variety of communications disciplines such as general advertising, direct response, sales promotion and public relation and these could provide clarity, consistency and maximum communication impact.

As defined by the American Association of Advertising Agencies, integrated marketing communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact." Integrated marketing communication (IMC) is a combination of five elements, such as, direct marketing, public relations, advertising, personal selling’s, and sales promotion, by which the company can communicate a positive and influencing image/message about a product/service that is present in the market place plus provides how it brings value to the

In today's multi-media world driven by computer and Internet technologies, communications has changed drastically. Today's communications landscape is a multitude of media and tools wherein messages can be communicated in real time, making message reception and sending occur almost simultaneously, within a period of seconds or even milliseconds. Thus, the communications landscape has become a dynamic realm wherein people from different parts of the world can communicate and share information instantaneously. It is in this context that integrated marketing communications thrives and flourishes in the fields of marketing studies and strategic planning today. Integrated marketing communications (IMC) is the synergistic combination of different media and communication tools, developing a marketing program that aims to reach target consumers most effectively and efficiently. It involves development of different marketing strategies such as advertising campaigns, public relations, and sales promotion, among many others.

Prior research has revealed numerous topics relevant in the study of integrated marketing communications and how marketer should best handle the IMC process in order to develop truly integrated communication programs (Cook 1997; Kitchen and Schultz 1999; Schultz and Kitchen 1997).

Vertical integration is the process that a company goes through to create and sell their product. It starts off with it being made in the studio then the company finds suitable PR and advertising individuals to help sell the product and get it on to the market. When that is done the company looks for streaming websites, cinemas and DVD distributes so the audience have access to their product

The integrated marketing communication media are fragmented, making it more difficult to communicate a message clearly. This is because, consumers are bombarded by thousands of pieces of information each and everyday, not having a consistent message makes communicating with the consumers even more difficult.

Integrated marketing communication incorporates with one of the elements in Marketing Mix, promotion. Among all of the

10. The external analysis (done for the creation of the marketing plan) of the situational analysis would examine:

During the last decade of the twentieth century, the concept of integrated marketing communications (IMC) received considerable attention from practitioners and academics alike, and that interest has continued into the new millennium (e.g., Bearden and Madden 1996; Cornelissen and Lock 2000; Duncan, Schultz, and Patti 2005; Garretson and Burton 2005; Nowak and Phelps 1994; Schultz and Kitchen 2000a; Schumann, Artis, and Rivera 2001). As the marketplace has become more fragmented over the years, organizations have embraced IMC as a means to effectively and efficiently target and attract the splintering mass market through the transmission of a unified message across all "contact points" between organizations and their consumers. Whether the

Integrated Marketing Communication (IMC), a term which refers to a customer-centric and yet data driven technique of communicating with clients involves the coordination as well as the integration of various marketing communication tools, sources, functions as well as avenues within a given company into a program that effectively maximizes their effect on consumers as well as other end users at the least cost possible (Clow & Baack,2007). IMC is a management concept that is designed in a manner that makes every aspect of marketing communication like advertizing, public relations, sales promotion as well as direct marketing to operate together into a perfectly unified force as opposed to permitting each of these elements to work in total isolation. In this paper we present an Integrated Marketing Communication (IMC) for SEAT an automobile manufacturing and selling company. The Integrated Marketing Communication (IMC) begins with a situational analysis. This situational analysis involves market analysis, SWOT analysis, competitor analysis an analysis of the product offerings. This is then followed by an analysis of the keys to success, an analysis of the critical issues. This IMC also includes a marketing strategy, mission, and marketing objectives, financial objectives, an analysis of the target market, positioning, strategies, marketing mix, marketing research, controls, implementation, marketing strategies, contingency plan as well as conclusion.

Vertical integration refers to the acquisition or development of new businesses that produce parts of the organization's product. The suppliers and distributors are, in effect, part of the

The definition of integrated marketing communications continues to evolve and there is no shared agreement or meaning. Duncan and Everett (1993) claimed that it is hard to reach a definition of IMC because it is a process and concept. Scholars, agencies and clients all seem to have their own views because they all perceive it and use the concept/process differently. Agencies and clients use it as management practice to increase efficiency and boost the overall effectiveness

‘Integrated marketing communicating is a concept that companies coordinated their marketing communication tools to deliver a clear, consistent, credible and competitive message about the organization and products. The objective is to position product and organizations clearly and distinctively’. (Jobber, 2007) ‘Integrated Marketing Communications
(IMC) is a new trend in business planning
– combining different communication instruments such as promotion, public relations, sale promotion, personal selling, Internet communication and direct marketing.’ (www.firstbase.ca) Objective: maintain the customer loyalty through effective integrated marketing communication.

Belch, E. and Belch A. describe Integrated Marketing Communications as “a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communications impact”.

‘Integrated Marketing Communications (IMC) .The concept under which a company carefully integrates coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.