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Essay

Brand Strategy And Imc

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Issue:

Business

 

Written by:

Melinda C

 

Date added:

April 11, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

40 / 11148

 

Was viewed:

10089 times

 

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Essay content:

8). To better understand the real-world application of IMC, a call has been made for case histories that focus on IMC best practices (see Duncan and Mulhern 2004, p. 19). In this paper, we provide a case study that demonstrates how one company--Imperial Tobacco Limited (ITL), which is Canada's largest tobacco manufacturer--has successfully applied three critical IMC practices: strategically consistent brand communication, cross-functional planning and monitoring, and data-driven targeting and communication...
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ITL's use of these key IMC processes has enabled the company to effectively construct brand imagery for its flagship cigarette trademark, Player's, with greater brand equity resulting in greater shareholder value. Integrated marketing communication (IMC) is defined as "a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful [pic][pic][pic][pic][pic]Ads by Google Full-Text Online Journals Full-text journals for academic research at Questia Online Library...
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