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“Critically discussed issues, dimensions, benefits and barriers associated with IMC (Integrated Marketing Communications) in relation to advertising strategy and planning in the UK”

Essay specific features

 

Issue:

Business

 

Written by:

James A

 

Date added:

May 15, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

8 / 2119

 

Was viewed:

3953 times

 

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Essay content:

IMC is ‘a concept of marketing communications planning that recognises the added value in a program that integrates a variety of strategic disciplines, for example, general advertising, direct response, sales promotion, and public relations – and consistency, and maximum communication impact’ (Schultz 1997)...
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Advertising is a part of the IMC structure and is proven to be one of the most powerful tools. However, Tony Yeshin explains to us that ‘advertisings position is being eroded dramatically as the other tools of marketing communications gain more widespread use.’ (Yeshin, 2006) For a second let’s take ourselves outside the UK and see whether advertisings position is eroding elsewhere...
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General issues of this essay:
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