the effect of integrated marketing communication PDF

Ferit Karsak © Academic Skills
THE EFFECT OF INTEGRATED MARKETING
COMMUNICATION STRATEGIES ON
ENTERTAINMENT INDUSTRY AT THE TURKEY
STUDENT’S FULL NAME: FERIT KARSAK
STUDENTS’ PROGRAM: MSc Marketing Management
MODULE: ACADEMIC SKILLS
ACADEMIC YEAR: 2018/AUTUMN
SEMINAR LEADER:MONIKA FORD
WORD COUNT: 3189
DUE DATE: 09.12.2018

Ferit Karsak © Academic Skills
Table of Contents
Introduction3
Research questions3
Hypothesis4
Research objectives4
Literature review4
References12
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Ferit Karsak © Academic Skills
Introduction
Integrated communication is a key factor in the failure and success of today’s increasingly
competitive business environment. In current times, producer invests highly on pre-launch and
post-launch of a film. In pre-launch of a film, producers create an excitement in the market
regarding the release of the film. The data about the crew and cast plays an imperative role in
generating curiosity and to some extent, make the film a part of discussions in public area. In
certain cases, controversies turning around the lead actor of the film and any important crew
member of the film are also used to generate the publicity about the film (Wakefield and
Blodgett, 2016). It is a key element of marketing that helps to develop the image and maintains
the public relation. In order to comprehend how films, brand films, and ethnic films can be
released, producers should assess the requirement of the market as it would be beneficial for
attaining the requirement of target audience. Furthermore, company needs to comprehend the
aspect of advertising communication (Buhalis, Kavoura, and Cooper, 2017). In addition,
advertising is a subset of marketing that is recognized to become a non-personal form of
communication that is paid. With strategic communication and media planning, company can
influence the customers towards their brand. In the current entertainment industry of Turkey,
film advertising and publicity is highly used to endorse the films (Hennig-Thurau, and Houston,
2019). The main aim of this research is to address the integrated marketing communication
strategy to influence the entertainment industry at the Turkey.
Literature review
According to Kerrigan (2017), integrated marketing communication can be illustrated as the
combination of all techniques of brand promotion to endorse a specific product and service
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Ferit Karsak © Academic Skills
between specified customers. Under IMC channels, whole concepts of marketing channel work
together for gaining revenue and obtaining benefits related to cost-effectiveness.
On the other hand, Kraak and Story (2015) stated that there is a different component of IMC that
is used in entertainment industry to increase customer attractiveness. These components are
brand focus, communication tools, integration techniques, promotional channels, as well as
integration channels. Foundation stage entails depth assessment of both product and target
market. It is required for a marketer to comprehend the brand, end-users and its offering. The
company should also understand the attitudes, needs, and expectation of target consumers. It
should also highly focus on the activities of competitors.
In the view of Hackley Hackley and Bassiouni (2018), the features of products and services
should be in line with the culture of work at the workplace. Each company has a vision and it is
significant for the marketers to keep in mind the same earlier launching the products and
services. For example, Entertainment Company’s vision is to endorse the clean and green world
then naturally its film needs to be eco-friendly and ecological in lines with the vision of the
company.
In contrast to this, Rossi (2017) argued that brand focus is a key component of IMC. It
demonstrates the brand identity of an organization. Apart from this, marketers should emphasize
onthe experience of consumer that refers to what customers feel regarding the film. A consumer
is likely to see a movie that has good cast and crew and looks attractive. The film companies
needs to attain and exceed the expectation of people in entertainment industry.
In the view of Saleem, Zahra and Yaseen (2017), communication techniques involve a certain
method of endorsing a specific brand like direct selling, advertising, promoting via social media
like Twitter, Facebook, and Orkut. Moreover, in the entertainment industry of Turkey, brands are
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