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Integrated Marketing Communication Strategies

   

Added on  2020-03-04

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Running head: INTEGRATED MARKETING COMMUNICATIONSIntegrated Marketing CommunicationsName of the Student:Name of the University:Author note:
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1INTEGRATED MARKETING COMMUNICATIONIntegrated Marketing Communications, often abbreviated as IMC, basically is theintegration of all forms of marketing tools and communications, which are linked togethercarefully, for promoting a brand. It also ensures that all the tools are working togethermaintaining harmony among themselves (Belch et al., 2014).The essay throws light on the role of Integrated Marketing Communications in theoverall marketing and business strategy. It refers to the integration of all methods ofpromotion of a brand or a specific product and service among the target customers. In IMC,marketing communication of all sorts work together, in order to increase the sales and costeffectiveness.The essay discusses about the definition of Integrated Marketing Communication orIMC, how it has been utilized well by two Australian organizations; Coles Supermarkets andWoolworths Supermarkets, its significant role in overall marketing and business strategy, itsapplication and how it has worked for the organizations.Integrated Marketing Communications or IMC can be defined as the integration of allmarketing methods in order to promote a particular brand and its products or services byusing various marketing communications and messages. The marketing tools are publicrelations, sales promotion, direct marketing, advertising, digital marketing which includessocial media, personal selling and others (Yeshin, 2012).One of the major supermarkets in Australia is the Coles Supermarkets, which wasfounded in the year 1914. Presently, it has over 100,000 employees and covers the maximumpercentage of the market in Australia. It has been highly regarded part of Australian life andmuch loved by most of the Australian people. Coles has utilized IMC in a huge way for itsmarketing purpose (Coles.com.au 2017).
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