Integrated Marketing Communications: A Case Study of Coca-Cola

This study explores the application of Integrated Marketing Communications (IMC) within the context of Coca-Cola, a leading beverage company. It examines different marketing channels, communication objectives, and the development of a comprehensive marketing communications plan. The analysis delves into the strengths, weaknesses, opportunities, and threats (SWOT) facing Coca-Cola, highlighting the importance of a strategic approach to IMC in achieving brand awareness, customer loyalty, and overall business success.

INTEGRATED MARKETING COMMUNICATIONS

Table of Contents
INTRODUCTION................................................................................................................................2
TASK 1..............................................................................................................................................3
EVALUATE DIFFERENT TYPES OF MARKETING CHANNELS AND HOW THEY SERVE
COMMUNICATION OBJECTIVES WITHIN AN ORGANISATIONAL CONTEXT.................................3
TASK 2..............................................................................................................................................8
DESIGN COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL SITUATION..............8
PROVIDE JUSTIFICATIONS FOR THE SELECTION AND INTEGRATION OF COMMUNICATIONS
CHANNELS CHOSEN...................................................................................................................12
TASK 3............................................................................................................................................14
CREATE A MARKETING COMMUNICATIONS PLAN THAT EFFECTIVELY MEETS
COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL SITUATION.........................14
CRITICALLY EVALUATE A MARKETING COMMUNICATIONS PLAN IN RELATION TO THE
COMMUNICATION STRATEGY, CHANNEL CHOICE, AND CREATIVE CONTENT..........................18
CONCLUSION.................................................................................................................................20
REFERENCES...................................................................................................................................21
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 1

INTRODUCTION
The businesses use different tools to promote their company, products and services. Integrated
Marketing Communication is a rigorous tool that promotes accumulation of all components of
the marketing mix.Integrated Marketing Communication (IMC) is an essential feature that
promotes brands as well as helps eventually in increasing sales, awareness of products and
services, yielding high profits and revenue. Nowadays, it has been notably fragmented that
marketers are using this tools for compelling and promoting the consistent messages for all
stakeholders of any business (Andrews and Shimp, 2017). The importance of the use of the IMC
provides a competitive advantage in order to design the different aspects of marketing. Some of
the features are sales promotion, advertising, public relations and direct marketing other than
the work which is isolated. There are different objectives behind the strategy that is proposed
under IMC for communicating to the customers.
The study will provide the knowledge and understanding of the techniques that are associated
with communications (Moriarty, et al. 2014.). However, it can underpin the knowledge and skill
through which enhancement to the career opportunities and achieving business objectives can
be maintained. Working in the organisation named Coca-Cola the importance of integrated
marketing communication is evaluated.
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 2

TASK 1
EVALUATE DIFFERENT TYPES OF MARKETING CHANNELS AND HOW THEY
SERVE COMMUNICATION OBJECTIVES WITHIN AN ORGANISATIONAL CONTEXT
Marketing communication is made up of the marketing mix. It consists of 4P’s of marketing and
for upraising the sale of goods and services then they are made of 7P’s. The marketing
communication is comprised of different tools and marketing channels in combination. They
can be advertising, direct marketing, personal selling, communication, sponsorship, public
relations and communication.
There are different communications channels that can be initialised with the creating a
communicative means. This can be formal, informal and unofficial. Through modern means of
communication, it can be a face-to-face conversation or an interdepartmental memo or
anything that can transmit information from a manager (Young, 2014). Other than this,
Telephonic communication, public addressing system, audio and visual media, conference-
interchange of views, meeting, cultural affairs, reports, policy manuals are all means of
communication.
Formal Communication Channel
This provides the information regarding goals, policies and procedure of the organisation. This
can transmit information through a newsletter, in the form of memoranda, reports, scheduled
meeting of the chain of command.
Informal Communication Channel
Within a formal environment, some informal measures function efficiently. It is necessary to
create a balance between the formal and informal communication (Andrews and Shimp, 2017).
Thus, discussing in a relaxed atmosphere can smoothen the functioning of the organisation.
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 3

Coca-Cola follows the Non-verbal means of communication through which they connect with
their employees and customer. Event the coca-cola needs to be in direct contact with their
customers through verbal means of communication (Scarpaci, et al. 2016). This provides
opportunities for its trained staff to talk customers about all issues regarding their products.
Thus, marketing their product is major agenda of the organisation. Further, it can be promoted
through configuring different media mix:
DECIDING ON MEDIA MIX
This can be important for business through justifying the methods that are relative to the
business with the use of the main method the Coca-Cola Company can use
 Promoting through events and experiences by
For the product like Cokelite and Coke Zero the events that companies sponsors are the
activity that is generated through product poster way of growing communication
process. The purpose of product poster helps in engaging the effective communication
measures through provision trade.
 Use of Media
The strategy presents the effectiveness of the marketing campaign through which it can
be altered through different ways in which the message is being communicated. The
role of the marketing communications in promoting and developing the brand is
important (Perez, 2017). It also building customer loyalty can be practised through
analysing the market condition and creating brand awareness.
 Establish budget
The marketing manager of Coca-Cola Company is responsible for analysing the market
conditions and planning the advertising budget for the product promotion. The amount
of the product promoted can be divided among services, departments and lines by
spending too much on the product. It is a critical measure to improve the source of
direct loss for the company. The possible measures that can be taken in order to
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 4

establish the advertisement budget and increasing the business cost of the product the
use of the 360-degree communication marketing can be established (Scarpaci, et al.
2016). Other than this the objective that was adopted by the Coca-Cola despite
distribution strategy and building strong image is forming closeness to the consumer
and consumption of the product a daily ritual.
 Sales Promotion
The sale promotion turns out to be an effective way to establish communication in the
company. As Coca-Cola is a household name which offers short-term incentives on
buying their products has made their sales ratio to the topmost condition. They serve
their customers by associating them with the opportunity to win various prizes via
popups shops. The participation of customers in such activities is not only traditional but
associate through online means effectively (Steenkamp, 2017). The Online users those
who participate in the competition shares the moment's picture under the hashtags
#Cocacolalife#winningprize. It has been proven that the launch of the campaign through
using the integrated marketing communication tool provides a considerable amount of
growth for the life brand in Coca-Cola Company in general.
ETHICAL MEASURES
There are some ethical measures that are recorded while campaigning for the products of the
Coca-Cola Company. The reported ethics are a health risk to consumers i.e. some drinks contain
fish gelatine. The other effect marketing through the internet or any other means attacks on
the dignity of native communities and contribute to the deteriorating health. The ethical issues
help in shaping its promotional mix of the company (Young, 2014). There are many issues
regarding marketing communication. They are:
 Attracting people to buy a number of products that they can afford
 Overemphasize materialism
 Increasing the cost of goods and services offered to the customer
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 5

 Some of the advertising is unethical with respect to children, professional services,
unfair tactics
 Advertisement linked to bad habits, offensive measure and intimate subjects
This creates a number of questions on the purchasing behaviour of the people. Even
overspending is epidemic in society and people seek for that gratification which tends to be
offered through filing luxurious goods and services (Parente and Strausbaugh-Hutchinson,
2014). Henceforth, it creates a different problem as a result.
SERVE COMMUNICATION OBJECTIVES IN RESPECT TO COCA-COLA
As a manager of Coca-Cola, it is necessary to draw the attention change in the market as a
whole positively and negatively and create a successful business. The 5 key factors essential for
marketing communication are contact points, stakeholders and marketers activities, persuasion
and information and goals. Communication is, of course, an essential measure which drives any
relationship. Thus, building and managing relationships with consumers and customer can
direct on marketing communications (Parente and Strausbaugh-Hutchinson, 2014). It helps in
defining an organisation’s relationships and seeking the development in the form of tactical
way rather than strategic way.
The multiplicity of promotional tools helps in the adoption of IMC as the consistent way to
communicate to all stakeholders. The strategy applied by any organisation can determine with
the excessive support of IMC. It helps in presenting a competitive advantage to the
organisation. It creates a positive impact on the creativity and consistency is highly maintained.
There are always some specific objectives with respect to strategy implemented. Thus, the
strategy of communication is also focused on achieving them (Young, 2014). The considerable
objectives of Coca-Cola organisation are: -
 Enhancing considerable amount of sale
 Building a strong brand image
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 6

Despite major objectives, some of the ultimate goals of the organisation influence by use of the
IMC is associated with the behaviour of the target audience. Resources Allocation, Customer
oriented sensibilities and gaining competition for business process are some of the direction
which Coca-Cola can focus to operate eventually.
Contributions of IMC have however facilitated the business and make it easy and available for
accessing goods and services (Steenkamp, 2017). The components of the IMC play a major role
while acquainting on the successful implementation of the strategy. They are:
 Consumers
 Communication channels
 Consequences
A number of concepts are analysed and developed in order to minimise the complexity of
contemporary market environment (Scarpaci, et al. 2016). There are different disciplines that
help in to improve operationalize marketing communication strategy by combining a number of
customer experience brands.
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 7

TASK 2
DESIGN COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL
SITUATION
ORGANISATIONAL SITUATION
The communication objectives are designed to build the brand image and customer loyalty of
Coca-Cola can be focused. This can be developed with the support of Kotlers 8 steps of effective
communication framework (Perez, 2017). This can be evaluated and tackled through identifying
each step.
OBJECTIVES OF SITUATION
The objectives that are set based on the situation aforementioned are:
 Increasing Brand awareness to 25% of the product Cokelite and Coke Zero within 2 years
 By increasing in customer penetration rate to 5% of the total targeted audience within 2
years
 By improving the advertising strategies and monitoring them effectively every month till
achieving the target in 2 years
IDENTIFICATION OF TARGET AUDIENCE
To identify the target audience, it is necessary to gather the information of the product mix.
The Coca-Cola provides a wide range of products then it seems. The targeted ranges of the
customer are based on the age, social and cultural backgrounds, and genders. The main
products of the Coca-Cola are- Coke, Diet Coke, Cokelite, and Coke Zero. The target audience
for promoting the product is teens to 30+ and leaning towards the younger generations. The
target market for diet coke is likely to be females that preferred as the part of their health
practices (Smilansky, 2017). The addition to the diet coke issues is also discussed on the site of
the Coca-Cola under the “women’s heart health” at http://www.dietcoke.com/. It is important
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 8

to look out for the desired response in the case of Coca-Cola Company through looking for the
brand image of the organisation based on the purchase. The preference to create the repeat
conviction and purchase can be managed through building up a well-known product mix.
DESIGN MESSAGE
Coca-Cola shows numbers of the advertisement based on the events through advertising
campaigns. For example- Around Christmas Coca-Cola is expected to show new adverts
containing polar bears drinking the original Coca-Cola glass bottle. It presents the positive
image of the Company every year (Wang, 2015). Thus, the use of the AIDA helps them to
develop their desire action towards the new campaign and gaining the customer attraction.
Henceforth, creating interest of the audience towards the new product and acquainting prompt
action.
 MESSAGE CONTENT
This can be rational, moral or emotional appealing to the communication. The target
audience must be supporting to an element with the use of message content. The Coca-
Cola presents the emotional look appeal as to stir up their image with a positive
thought. It also presents series of advertisement services (Kotler, 2015). The content
covers the cartoon character and Breakthrough Clusterin order to gain the attention of
the consumers through an intended period of delivering the message.
 MESSAGE STRUCTURE
This is decided on the basis of promotional terms and mentioning towards the strengths
of the products and communicating its adverts. Further, it has reciprocated its structure
as a topic of discussion over websites.
 MESSAGE FORMAT
This can be eye catchy or communicating through different media channels. The forms
of the poster are big, bright and bold that can help in attracting a number of customers
and allows them to review the product through their sites (Pride and Ferrell, 2016).
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 9

SELECTION OF CHANNELS
Coca-Cola uses different channel such as Face-to-face conversation, E-mails, Video
Conferencing, Telephone conversation, handheld drivers, blogs, spreadsheets, Blogs, Posting on
Facebook for any event regarding winning the prize for the Coke product.
The Coca-Cola uses personal communication measures over the internet and other customary
channels. The matters that affect the consumer base are the health issues and environment
which are highly impacted by the drinking measures of soft drinks (Lawlor, et al. 2016). Through
the channels, the Coca-Cola has extended its share of the market base to around two hundred
countries. The majority of the employees are hired through focusing their market evidence of
success on key measures. The Growth, leadership, sustainability and online means are
pinpointed through drinking Coca-Cola on the regular basis.
ADVERTISING
Coca-Cola promotes their products with the help of integrative marketing campaign. The
primary goal of product Coca-Cola Life fits under such category. It was introduced in order to
add a healthier working style to the life brand. The launch of the product through marketing
campaign has outdoor its impact on the enhancing the business in the positive measures
(Young, 2014). The marketing campaign introduced at 7000 outdoor locations and on digital
screen ads, buses and billboards across cities. Coca-Cola gave its customer opportunities to win
different prizes.
BUDGETING
The promotional strategy through events and experiences is focused which likely to keep on top
of them on top of the competition. It is important for them to gain competitive parity method
and objective and task method. This creates the planning through customising the large budget
for the purpose of promotion.
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 10

The sales figure of the Life Brand has been grown to 28.9 million euro previous year. The
current representation of the total Coca-Cola product has reached to 2.43% within targeted 2
years (Sridhar, et al. 2016). Therefore, the Coca-Cola Company’s total marketing expenses can
be reached to 15.4% of the total revenue.
Category Item FY First year FY Second year
1. Advertising Using the Internet
and other media,
print and radio
$ 150,000 $ 175,000
2. Professional Services Providing creative
videotaping,
editing,
photography and
designing
$15000 $15000
3. Special Events Registering
through online
and career trade
fairs
$3000 $3000
4. Printing Supplies and
Advertising Specialties
Brochures,
printing supplies,
displays, banners,
events and
activities
$15000 $15000
Total $183,000 $208,000
MONITORING
The important thing that is needed to be considered is monitoring the communication plan that
is set by the organisation every month (Sridhar, et al. 2016).
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 11

PROVIDE JUSTIFICATIONS FOR THE SELECTION AND INTEGRATION OF
COMMUNICATIONS CHANNELS CHOSEN
Being a manager it is necessary to promote the activities that help in upgrading the
performance of the organisation. This can be done through Personal communication within the
organisation. Coca-Cola performs certain confidential means through this means of
communication. The use of the private letter, electronic communication measures like E-mail
and messages from non-archived discussion groups are a way of communicating with others.
The policy manuals, information regarding the proposed plan for enhancing brand awareness
mentioned in the information bulletin are some of the designed message structure that has
been integrated into the Coca-Cola Company. The selections of the personal communication
i.e. through e-mails are the long-term facilitating measure that helps in keeping records. The
critical point that provides the use of the E-mail messaging is that close a medium chance of
creating conflict is less (Dogerlioglu-Demir, et al. 2017). Therefore, through E-mail messaging
the conflict is on records which help in resolving the conflict.
Integrated Marketing communication is a term that helps in describing the holistic approach to
the marketing communication. It aims to present the online marketing channel which produces
different types of programs and e-marketing campaigns through different communication
means. The importance of personal communication through e-mail can develop the integrated
measures of maximizing the impact on consumer mind through which maximum profits and
minimum cost can help in introducing certain levels of marketing in the organisation.
The Coca-Cola develops the integrated communication through using elements of marketing
mix and generating its impact on consumer mind. The result of using marketing mix tools can
attain maximum profit at minimum cost (Pride and Ferrell, 2016). The Promotion is one of the
key elements that is utilised by the Coca-Cola Company. They mainly use promotional activities
which include different medium of advertising. They are closely linked with gaining a
competitive edge over basic enhanced tools. The elements of communication that help in
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 12

generating the business through advertising presents the non-personal presentation but can
satisfy the identified goods and services measuring identified sponsors.
It is important that marketing communication of the organisation must be effective. Thus it can
give rise to the increase the demand for the products and services offered by different
communication means (Lawlor, et al. 2016). By creating prerequisites for marketing
communication different strategies can be coordinated through target segments,
differentiation and positioning and image.
The planning of the process of the integrated marketing communication is based on the
channel with essential strategy and utilising the marketing communication function. The major
steps to keep in mind while approaching the communication objectives and developing IMC
strategy in Coca-Cola are:
TARGET AUDIENCE
This is most effective resources through which targeted audience are approached. The
communication emphasizes in the area which enjoys dose of serving their product each month.
The focus of Coca-Cola is achieved through increasing the volume growth in percent. The target
audience for product Cokelite and CokeZero is females belonging teenage groups and people
above 30 years.
Thus, use of the personal communication can help in managing the business measures to highly
productive and competitive level (Dogerlioglu-Demir, et al. 2017). The use of the personal
communication channel can help remove the chances of conflict. It also influences risky or
highly visible products through these channels. In case if any misleading information is
conveyed then it can hinder the target audience through the message source through personal
communication helps in the good brand image of Coca-Cola over years.
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 13

TASK 3
CREATE A MARKETING COMMUNICATIONS PLAN THAT EFFECTIVELY MEETS
COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL SITUATION
INTRODUCTION
Coca-Cola is one of the leading soft drink industry through which emerged leading beverage
industry that can experience sale rebound through economic recovery in the western countries
can help in enhancing their scale of the operation and generating opportunities through
expanding niche class in order of profitable growth (Smilansky, 2017). They sell more than 3500
products in the beverage industry and traced back their business through employing 139,600
people.
OBJECTIVES: Increasing brand awareness through the help of marketing proposed plan and
gaining a competitive edge of 25% within 2 years.
DEVELOP A SITUATIONAL ANALYSIS
STRENGTHS
 It is a well-known brand and easily
recognisable
 The higher number of customer loyalty
 Positive Trading Measure gaining
international means of trade (Wang,
2015)
WEAKNESSES
 Lack of popularity of the new brand
and mostly unknown and rarely
foreseen
 Low profile or non-existent advertising
 Health Issues are foreseen
THREATS
 Changing the health status of the
people with diet prospect
 Legal issues regarding the formation of
products
OPPORTUNITIES
 Pursue successful brands
 Advertisement of the rarely popular
products (Wang, 2015)
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 14

 Competitive measures  Generating more brand recognition
MARKETING COMMUNICATION OF COCA-COLA
There are different marketing particulars through which blend of organisation can be attained.
Somehow with the help of advertising, direct selling, personal selling, sales promotions and
other measures. The use of different means of communication is adopted by Coca-Cola. They
are:
 Advertising
 Outdoor Activities
 Internet and Social Media
 Sponsorship
The promotion of the Coke Zero product has lead to demand on every channel, website and
running successfully as the video. This campaign is developed to position their brand in the
topmost position (Pride and Ferrell, 2016). The Diet Coke has carried out strategies for the
tenure of two years. There are several means through which Coca-Cola communicate with
others. They are- Direct Marketing and Sales Promotion. The company practices to promote
different products to retail at low prices and also on sale. Coca-Cola also accounts on mobile
advertising through using mobile graphics and plain text to provide the appealing feature to
increase awareness in the market.
COMMUNICATION MEASURES
The marketing objective to increase the awareness can put its emphasis on the differences of
its product as they lead to creating differentiation awareness among its customers (Scarpaci, et
al. 2016). There is enhancement to the brand value can account for the youth and fun to
maintain their preference towards their product.
COMMUNICATION STRATEGY APPLICABLE
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 15

The target audience preferred is youth age of 15-24 years as they are impulsive to buy such
products and may vary widely from 15 to 40 years. The brand requires increasing sale that
enhances the corporate status and this increases the brand loyalty. The company can use
sponsorship measures through organising the events which promote new singers. Coca-Cola as
the sponsor can set a pretty fashionable centre and result in high visibility for the brand
(Andrews and Shimp, 2017). Thus, Coca-Cola can increase the brand awareness through
targeting location near colleges or in colleges.
MARKETING MIX
A TV campaign, press advertising and another communication mix such as banners, Sports;
Sales promotion can place the organisation to the more credible and responsible way to attract
consumers. Thus, the company needs to invest in certain health concern issue youth is facing
due to their product. Thus, it can help in establishing a clearer image for the organisation.
MEDIA ISSUE AND BUDGET
In order to reach the target audience the campaign that is released to target the consumer
through most identified press campaign, TV Budget campaign and through Banners. In case, the
company can indulge in environment and youth health problems which in turn increase their
budget for project For an estimate the total budget including the Sales promotion and joint
venture budgets (Steenkamp, 2017).
TOTAL BUDGET
Total Cost (£)
Press 240000
TV Budget 54360000
Cinema Budget 160000
Banners 3000000
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 16

Sponsorship Budget 2000000
Cause-Related marketing
Budget 950000
Internet Budget 1000000
Sales Promotion and Joint
Ventures 1100000
Total 62810000
Thus, the total budget estimation in two years can be changed as per the date and demand of
the market (Young, 2014).
CONCLUSION
The soft drink industry can struggle can generate the power struggle between the non-alcoholic
and alcoholic sector. It has been experienced that the competition level is very high as the
competitors are relying on providing new product flavours. Thus, Coca-Cola should use effective
marketing communication mix to maintain sustainability in the business growth.
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 17

CRITICALLY EVALUATE A MARKETING COMMUNICATIONS PLAN IN RELATION
TO THE COMMUNICATION STRATEGY, CHANNEL CHOICE, AND CREATIVE
CONTENT
The marketing communication can be evaluated on the basis of the monitoring and evaluation
of the programs that are launched to promote the brand awareness. This can be done through
evaluating return of Investment on the budget input that has been made in order to generate
profits or not. The number of sales is used to monitor and evaluate the negative and positive
impact of the records that are maintained with the help of communicating effective way.
ANALYSIS OF THE COMMUNICATION OBJECTIVES AND STRATEGY
Coca-Cola uses 360-degree communication measure in order to make their organisation best
distribution worldwide. With the support of integrated marketing communication through
campaigning strategy to interact with their target and create brand awareness addition to the
communication plan was adopted (Lawlor, et al. 2016). They are product positioning, market
positioning of the product, societal importance and closeness of the consumer towards the
product. The Social marketing with the help of the social media tools can seek attention
through the use of AIDA model to create affiliation towards the consumer’s product and
engaging in social responsibility. Coca-Cola can ensure the plan that covers all age group to
increase their sale and awareness of the products. Thus, it reinforces the buying behaviour of
the consumer towards the product and consequently approaching the lifelong loyalty of the
product.
ANALYSIS OF CHANNEL CHOICE
The personal communication measures and non-personal communication both has been
focused on the organisation. This generates with the help of communication program that is
used to evaluate the channel choice chosen (Sridhar, et al. 2016). Thus, the integrated
communication program provides the channel used by Coca-Cola are:
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 18

NON-PERSONAL COMMUNICATION AND PERSONAL COMMUNICATION
Advertising is non-personal communication through which the services and products quality
information are presented to the consumer. Thus, it utilises the promotional tools to introduce
the concept of the employing different media (Dogerlioglu-Demir, et al. 2017). Henceforth,
consumer tends to identify the figures through which exploitation to the opportunity that can
outreach to the consumers. It can be presented by introducing new slogans.
CREATIVE CONTENT OF COCA-COLA
The Coca-Cola no longer depends on traditional means of marketing. The ad agencies that
approach in a collaborative way to strategize the content of relevant excellence can help to
create the portfolio for the brand. Coca-Cola new approach can add to creative and content is
relying on the slogans that fit the strategic shift of the company (Smilansky, 2017). They are:
The Coke side of Life replaces with Open happiness.
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 19

CONCLUSION
Integrated marketing communication is an effective tool for any organisation to outreach the
platform of consumers belonging to the different group. This helps in providing the crucial and
strategic means to establish budgetary allocations and methods that fit for promoting their
business objectives. There is no risk of loss through overspending or denied sales. Thus, the
best possible way to monitor the trends of the product promotion and generating awareness is
done through product, market and customer response.
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 20

REFERENCES
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Dogerlioglu-Demir, K., Tansuhaj, P., Cote, J. and Akpinar, E., 2017. Value integration effects on
evaluations of retro brands. Journal of Business Research, 77, pp.124-130.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Lawlor, M.A., Dunne, Á. and Rowley, J., 2016. Young consumers’ brand communications literacy
in a social networking site context. European Journal of Marketing, 50(11), pp.2018-2040.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014.
Advertising: Principles and practice. Pearson Australia.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.
Perez, F.S., 2017. Integrated Marketing Communications-Coca-Cola model. Prace
Naukowe/Uniwersytet Ekonomiczny w Katowicach, pp.87-101.
Pride, W.M. and Ferrell, O.C., 2016. Foundations of marketing. Cengage Learning.
Scarpaci, J.L., Sovacool, B.K. and Ballantyne, R., 2016. A Critical Review of the Costs of
Advertising: a Transformative Consumer Research Perspective. Journal of consumer policy,
39(2), pp.119-140.
Smilansky, S., 2017. Experiential marketing: A practical guide to interactive brand experiences.
Kogan Page Publishers.
Sridhar, S., Germann, F., Kang, C. and Grewal, R., 2016. Relating online, regional, and national
advertising to firm value. Journal of Marketing, 80(4), pp.39-55.
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 21

Steenkamp, J.B., 2017. Global Brand Strategy: World-wise Marketing in the Age of Branding.
Springer.
Wang, M., 2015. Brief Analysis of Sports Marketing Strategy Adopted by Coca Cola Company.
Asian Social Science, 11(23), p.22.
Young, A., 2014. A Shift from Media Planning to Communications Planning. In Brand Media
Strategy (pp. 31-43). Palgrave Macmillan, New York.
Young, A., 2014. Brand media strategy: Integrated communications planning in the digital era.
Springer.
NAME:
CODE NUMBER:
PRODUCTION DATE: Page 22