The Marketing of Blackmore

3826 Words16 Pages
Executive summary:

This report was to investigate the company Blackmores, and different theories such as corporate communication, integrated marketing communication, corporate social responsibility, and green marketing or greenwashing. Blackmore is popular in Australia, and it is one of the top health providers for 80 years history. Blackmores’ main products are vitamins, minerals and herb supplemental medicine. This report introduces some features of corporate communication involving stakeholder relations, and it also advocates the importance of corporate communication theories in the communication between stakeholders relation. Moreover, this report introduces the concept of integrated marketing communication or advertisement, which
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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.
2.4, IMC and advertising

Blackmore as one of top pharmacy companies in Australia has their own successful experience on advertisement. According to Baidya, and Maity (2010), in the business world, integrated marketing communication could help build brand equity and maximize the influence of communication. And integrated marketing communication portfolio need more

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