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Integrated Marketing Communication Assignment

   

Added on  2021-02-19

19 Pages6023 Words121 Views
Integrated MarketingCommunication

Table of ContentsINTRODUCTION ..........................................................................................................................1TASK1.............................................................................................................................................1P1 Evaluation of various kinds of marketing channels and their role in achievingorganisation's communication objectives...............................................................................1TASK 2............................................................................................................................................4P2 Designing communication objectives for an organisation................................................4P3) Justification for the selection and integration of communication channels.....................6TASK 3............................................................................................................................................7P4) Marketing communication plan to effectively meet communication objectives.............7TASK 4 .........................................................................................................................................12P5) Critical evaluation of marketing communication plan in relation to communicationstrategy, channel choice and creative content......................................................................12CONCLUSION .............................................................................................................................14REFERENCES .............................................................................................................................15.......................................................................................................................................................16

INTRODUCTION Integrated marketing communication is concept which ensures that all forms ofcommunication, messages and promotional tools of an organisation should be properly linkedwhich ensures harmony in their efforts to meet organisational objective. Integrated marketingcommunication is helpful in creating competitive advantage, boost sales and profits and alsoprovide a bond of loyalty with customers. IMC also saves money as it eliminates duplication andhelpful in implementing a creative, tactical and strategic planning (Batra and Keller, 2016). For this project, Crockett & Jones company is selected which is a reputed manufacturingcompany of shoes and also having its retail shops and connections across London. It is foundedin 1879 and having its one of the main office in canary wharf, London (in England, UK). Thisassignment includes different types of marketing channels and how they serve communicationobjectives within an organisational context. Communication objectives and proper justificationfor selection of integration of communication channels is also form a part of this report. Amarketing communication plan to effectively meet the communication objective of anorganisation is also included. This project also consists a critical evaluation of marketingcommunication plan in relation to the communication strategy, channel choice and creativecontent. TASK1P1 Evaluation of various kinds of marketing channels and their role in achieving organisation'scommunication objectivesMarketing communication alludes every message, action or medium utilised by acompany to interact with people and encourage target customers to accept information. There arethe various types of communication channels selected by company Crockett & Jones toaccomplish objectives (Blakeman, 2018).Overview: Crockett & Jones is a reputed shoe manufacturing organisation of UK havingits headquarter in canary wharf, London. It was established by Charles Jones and Sir JamesCrockett in 1879. It is having specialisation in manufacturing of Goodyear welted footwear andfamous for its traditional styles. In starting, it was limited to UK but after 1910, it beganexporting its products to Australia, south Africa, USA and far east but still its main market isUK. At present, there are 12 Crockett & Jones retail shops and concessions across London,1

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