Strategic Marketing Communication Plan for Gillette (UK Market)

This report provides a comprehensive analysis of Gillette's marketing communication strategies. It begins with an introduction to marketing communication and a brief description of the Gillette company, focusing on its product line, particularly the Mach 3 Turbo razor. The report evaluates the effectiv...Read More

MARKETING
COMMUNICATION
Table of Contents

INTRODUCTION...........................................................................................................................3
A. Brief description of the company. .........................................................................................3
B. Evaluation of effectiveness, characteristics and features of the marketing communication
tools.............................................................................................................................................4
C. Strategic marketing communication plan to market the product in UK. ...............................7
D. Marketing communication strategies and communication process applied in global context.
...................................................................................................................................................12
CONCLUSION .............................................................................................................................14
REFRENCE...................................................................................................................................15
AIDA Mode...................................................................................................................................16

INTRODUCTION
Marketing communication is an essential part of marketing mix. These are the
methodologies and tactics which are used by the companies to impart the messages in a unique
and creative manner to their existing and perspective way (Armstrong and et. al., 2015). This can
be direct or indirect in nature. There are ample number of channels for communicating.
Organisation undertaken in this Gillette which was founded in 1901 and deals in the safety razors
products. This report will explain the appropriate tools, methods and concepts of marketing. It
will further construct a strategic marketing communication plan which utilises basic theories and
concepts. The report will further make critical analyses and develop a communication strategy
with different concepts so that it can be used in global organisations. The evaluation of
effectiveness of marketing communication strategy.
A. Brief description of the company.
Marketing communication is a business strategy which is used by a company or
individual to reach a target market through various types of communications. This involves
messages, medium and target market. Organisation undertaken in this report is Gillette which
deals in a product of safety razors and other personal care products like shaving cream,
deodorant, etc. and is a multinational company (Ang, 2014). King C Gillette has the
revolutionary ideas of disposable blades which influenced them to invent a razor in 1900 and
later the company has invested so much in research and development and innovation department
that it produced more and more innovative essentials of personal care specially for man. Earlier
the company started its business with a razor used for shaving, then after getting success in this
business, it further started with varied range of products like shaving cream, deodorant, shaving
gel, different varieties of razors, etc.
The company has different kinds of razors, trimmer and blades like pro glide, fusion,
mach3, body disposable razors, replacement blades, trimmers, etc. Apart from this, it has varies
options of shaving creams, gel and foam like fusion hydra, fat foamy, conditioning shaving gel
and conditioning shaving foam, gel pure and sensitive shave gel, lemon, lime shave foam, etc.
The specific product taken in this report is Gillette Mach 3 turbo razor with flexible
technology which is specifically designed for man. It has a sharper blade and delivers a closer
shave without irritation. This includes two times more skin guard fins for a smooth shave. The
responsive blade suspension keeps the blades in close contact with the skin and the pressure

adjusting pivot adapts to contours for a comfortable and easier shave. Its market profiling is
discussed below :
 Market segmentation : This is a process of dividing a market into smaller groups with a
similar products range or identifiable characteristics for the purpose of selecting and
appropriate market (Ashley, Tuten, 2015). For instance, there are various categories of
Gillette Mach 3 turbo has been specifically produced for higher income consumers.
Therefore, segmentation on the basis of income is one of the main factor to divide the
market. And after accomplishing the success in this, the company also launched a similar
product for women as well.
 Targetting : It is an organisations proactive selection for a suitable market segment with
the intention of heavily stressing on the firm's marketing offers and activities towards this
group of related consumers. Gillette Mach 3 turbo market segment has proven to be
extremely attractive and profitable for the company. This segment size is increasing at a
rapid pace because there are no perfect competitors in the market (Batra and Keller,
2016). Target market refers to a specific and well-defined consumer segment within the
business’s serviceable market which the business wants to sell its products and services
and direct its marketing efforts to. Therefore, in Gillette the target market is man who
wants superior quality and soft shave.
 Positioning : This is the target market perception of the products key benefits and
features which is related to the offering of competitive products. Mach 3 Turbo position
itself in the market place is highly strong and secure. Consumers emphatically reckon it a
fantastic shaving product compared to other products. One can definitely say that it
acquires a specific position in the minds of those consumers who want to have an
extremely close and smooth shave.
VALS framework
This model is based on the customer's values and lifestyle. It refers to the market research
instrument which has been extensively used by psycho graphic segmentation. Thus, when market
segmentation based on the customer psychology is done than VALS is one of the most important
technique. It stands for value and lifestyle model. This model provides Gillette with the rich
customised customer profile, distinctive communication style, fresh perspective to the target
customers. It further explains three primary motivation which explains customer attitude that is

ideal, achievement and self expression. Furthermore there are 8 types of VALS which will be
taken into consideration by the Gillette and they are discussed below :
 Innovators : The class of consumer at the top of the vals framework. They are
characterized by high income and high resource individuals for whom independence is
very important. They have their own individual taste in things and are motivated in
accomplishing the better things in life.
 Experiencer : The group of consumers who have high resources but also need a mode of
self expression are known as experiencers. Mostly characterized by young adults, it
consists of people who want to experience being different.
 Thinker : A well educated professional is an excellent example of Thinkers in the vals
framework. These are the people who have high resources and are motivated by their
knowledge.
 Achiever : These consumers are the high-resource group of those who are motivated by
achievement. They are successful work-oriented people who get their satisfaction from
their jobs and families.
 Believer : These consumers are the low-resource group of those who are motivated by
ideals. They are conservative, conventional, follow established codes.
 Striver : They are low resource consumer group which wants to reach some achievement
are known as strivers. These customers do not have the resources to be an achiever.
 Maker : These are consumers who also want self expression but they are limited by the
number of resources they have. Thus they would be more focused towards building a
better family rather than going out and actually spending higher amount of money.
 Survivor : The class of consumers in the Vals framework with the least resources and
therefore the least likely to adopt any innovation. As they are not likely to change their
course of action regularly, they form into brand loyal customers.
B. Evaluation of effectiveness, characteristics and features of the marketing communication
tools.
Marketing communication is the tool which helps the company to create competitive
advantage and to influence the behaviour of customers. The aim of these tool is to provide
information, convince the target audience and to remind them about the company, brand and
products by different ways. GILLETTE is a brand which deals with products of personal care.

These includes shaving supplies, safety razors etc. The organisation is owned by Procter and
Gamble. The purpose of this report is to describe the features, characteristics and effectiveness of
the marketing communication tools of GILLETTE company. There are so many marketing tools
which several industries apply for their growth and promotion. GILLETTE choose only those
tools from which it can generate more sales and communicate with target customers effectively.
Promotional mix is a marketing plan which focusses on the target market and the tools
which are to be considered to promote the product in the market. There are several tools that
focuses on creating the awareness and persuading the customers to initiate the purchase. The
several tools that facilitate the promotion objective of a firm are collectively known as the
Promotion Mix.
Some of the effective communication tools that the firm uses are as follows -
 Advertisement – This is the most well known communication tool which is used widely
in marketing of the concern. It is used by the entity to build the image of safety razors for
long run. Advertisement can be done in two forms, that is, paid and unpaid. Some forms
require more budget such as Television and other forms like Newspaper need it less. Both
of them are applied by the association. Bill boards, ads through mails and cellphones etc.
are also used by GILLETTE for promotion and to cover large audience. Characteristics of
Advertisement are -
Pervasive – It allows the seller to replicate the message in regular intervals. Advertising
also permits the buyer to compare those messages with their competitors. GILLETTE uses this
tool on large scale which initiates positivity about the brand and helps to earn more growth.
Expressive – Sound, print and colour used in add of razor is an important feature of
advertising because this attracts more customers and enables them to pay attention. It explains
the application, types and benefits of the razor. For example, Gillette fusion power includes new
feature, that is, it is a motorized version.
The company advertises on television by preparing short ads or videos which contains the
product, its features with uniqueness. It also suggest the target customer for whom the product is
designed. Advertising on television enables the Gillette to entertain and tell a wide audience
about the business, product or service. It allows the organisation to actually demonstrate the
benefits of ownership. They can display how the product or service works and how it is

packaged so that expected customers will know what to look for at the point of sale. In
advertising, it often takes multiple touch points to effectively influence consumers purchasing
behaviour.
To create an effective television ad, it is essential to have a good script which highlights
a strong offer. Ads must also be effectively produced and it’s for this reason that it’s often better
to engage the services of an advertising agency, which can help the company to create an entire
campaign. TV reaches a much larger audience than local newspapers and radio stations and it
does so during a short period of time. It enables an opportunity to be creative and attach a
personality to the business, which can be particularly effective for small businesses that rely on
repeat customers.
 Public relations – This tool of marketing communication aims at maximising the brand
image of the organisation. GILLETTE maintains good relation with public and use them
in right way on right time. The company take the help of celebrities and pay them to do
adds for their products (Yadav, Joshi and Rahman, 2015). For instance, in a recent aid,
Katrina Kaif uses the Venus razor of Gillette for smooth skin. This increase the
profitability and goodwill of the firm as well as attracts more audience. The salient
features of public relations are -
Satisfaction of different groups – It is an attempt used by the concern to satisfy several
groups such as consumers, society, employees etc. The requirements of different groups of
customers can be known. With its help, company will make the products according to the needs
and preferences of groups.
Securing cooperation – Support of public can be gained through this tool. GILLETTE
secured cooperation by maintaining healthy relations with the public. This results in the smooth
running of the organisation.
Ongoing activity – It is an activity which needs to be repeated continuously. The relation
once made, needs timely efforts to be maintained for long run.
 Sales promotion – This tool is used by the company to communicate directly with its
customers. It is very effective for the product's promotion. Organisation use sale
promotion tools for short run as to highlight the offers given on products at the time of

low sales. Coupons, temporary discounts, telemarketing, contests etc. are the tools which
initiates fast response from buyers. Features of Sale promotion are -
Incentive- GILLETTE provides some concession and discounts by the means of this
communication tool so that it gives some value to the users. Customers can purchase the product
at an affordable price. It also help the firm in selling their dead stock which boost their sagging
sale.
Communication – By this tool, the industry can communicate effectively with their target
audience. The firm can gain product and brand recognition.
 Publicity – It is generally an unpaid form of communication tool. It includes free surveys,
product articles etc. It can also be treated as part of public relations. Because of increase
in competition, such cost free tools have become paid tools for the promotion of new
products. Effectiveness of publicity of GILLETTE is based on the following qualities -
Social significance – News stories of the company are highly credible for social interest.
Thus, publicity has comparatively more social significance than other tools.
Costs – Publicity is the only tool at which require much lower cost or it can be free of
cost. For the promotion and remembrance of an event organised, organisation require no or very
small amount.
 Personal selling - GILLETTE has appointed some sales persons who directly makes
conversation with the target customers. They make the customer aware about the latest
varieties in safety razor and tells them the pro's and con's of the product. This tool also
helps to develop the needs in the users mind about the companies product and influence
the consumer to purchase it. Here, the various Gillette razors will be visible to the client
and the sales man can give demonstration. The main characteristics of personal selling
are -
Responsiveness – Personal selling creates sense of response among both the persons. The
hired salesman is able to respond to the queries of the clients. This leads to increase consumers
satisfaction.
Relationship development – These tool helps in making sales as the sales person develops
good relations with the respective customers by the means of effective mouth to mouth
communication. Both party are able to understand each others reaction.

Cultivation – By the means of personal selling, all types of relationship can be cultivated.
It allows the consumer and sales man to build relationships with trust ranging from sell and
purchase to close friends relations.
AIDA framework
This model heightens cognitive stages from which an individual goes through during the
purchasing processes for a product or service (Belch and Belch, 2014). This is considered the
hierarchy of model which explains that the consumer must move from each relevant stages to
complete the desired actions. This determines the way which must be crafted and distribute the
messages of marketing to the target audience (AIDA Model, 2019). There are for stages in this
model from which the customer goes through and they are discussed below :
 Awareness : This helps in developing brand cognizance and or relationship of the
product.
 Interest : This generates the interest in the benefits for the product or service and
sufficient interest to motivate buyer for research.
 Desire : After analysing the interest of the customer, this step influences and develops a
desire into the customer from the need to want the particular product.
 Action : The ultimate goal is to drive the receiver of the marketing campaign to initiate
action and purchase the products or services.
C. Strategic marketing communication plan to market the product in UK.
A marketing communication plan is a defined and detailed plan which communicates
marketing messages to the target customer audience (Eagle and et. al., 2014). This plan is an
extension of overall marketing plan and is a customised blue print specific to the situation. It is
the combination of those tools and techniques which the company of the business uses to convey
promotional messages about the products and services. Communication is simply the
transmission of messages and contents from the sender to the receiver. But in complex, this is a
complex process which includes various factors in it.
Strategic communication marketing plan
Motive : The Gillette will prepare a marketing plan because this will help them in
developing products and services in the business that could fulfil the needs and wants in the

business. Good and effective marketing will help the company in understanding the customers
about the companies products, features and reason that they are better than their competitors. It is
also necessary so that the company can reach to the mass population and make them aware about
the products and services offered by the firm (Fahy and Jobber, 2015). Gillette Is providing the
razor in the UK market so that people could use them and provide them with smoothness and
softness.
Objective : Gillette is known all over the world from years which is concerned with
grooming man with its innovative razors. This further aims to provide razor in different variants
which are available in different prices. This satisfies the needs of all the income people and not
only the premium segment people.
Mission : The mission of the company is to “ provide men the very high-grade and assist
them to face, feel and be their best every alternate day”.
Vision : To develop total brand value by innovating to deliver consumer value and
leadership faster, better and more completely compared to the competition.
Marketing mix : It is the set of activity or plan of action which are used by the company
to boost its brand or products in the market (Fill and Turnbull, 2016). It is important to take in
account for the businesses so that the product can be reach effectively and efficiently to the target
market and customers. The following is the marketing mix of Gillette :
 Product : It is the physical commodity of item which is actually required to be sold in the
business market. It must deliver a minimum level of performance and can be tangible and
intangible in nature (Groeger and Buttle, 2014). The product introduced by the Gillette is
a Gillette Mach 3 turbo. They are designed for closer shave and feels better because of
its long lasting comfort and feature advanced skin guards which prepares them cut hair as
the gel strips to protect against redness.
 Price : This is value for a product in terms of monitory. This depends on cost of
production, segmented, targetted, ability to market, etc. There are several types of pricing
strategies which will be adopted by the Gillette. But for Gillette Mach 3 turbo, it will
adopt skimming pricing strategies because the product is priced at greater value and
targets the premium segments.

 Place : This refers to the point of sale. It is concerned with the area at which the product
is to be marketed. And Gillette Mach 3 turbo is marketed at all the world. In UK, it not
only market itself but also targets the upper class people.
 Promotions : This is the marketing tool which helps in promoting the product. It makes
people aware about the brand and influences them to buy the companies products. This
includes various promotional tools which will be used by Gillette Mach 3 turbo like
advertising in television, newspapers, magazines, retail shops, internet, publicity, etc.
Push and pull strategies : Push strategy is a marketing strategy which pushes the
customer towards the customer and pull strategy is concerned with pulling the customer towards
the product (Karjaluoto, Mustonen and Ulkuniemi, 2015). This Gillette Mach 3 turbo will
follow the push strategy because this is a rapid way to move a customer from awareness to
purchase.
SOSTAC framework
This is a planning model which was developed by P R Smith in 1990 and SOSTAC
stands for situation, objective, strategy, tactics, action and control. This will be used by the
Gillette Mach 3 turbo in creating communication plan. This has become very popular because it
is simple, easy to remember and cover all the main issues which is required in a marketing plan
and business plan. This will specifically used by the Gillette Mach 3 turbo in digital marketing.
 Situation analyses : This is the first stage and Gillette will identify and analyse the target
digital customers, the current digital channels which are used by the company and
determines the competitors and their key differentiators (Keller, 2016).
 Objectives : The company will have different objectives for different segments and so it
will use SMART objectives. And according to this, the basic objective will be “to
maximise the number of internet site visitors who request more information by 3% over
the next six months”.
 Strategy : This involves analysing the information gathered during the situation analyses
and on the basis of that designing the relevant strategies. These strategies could be
relating to promotions, pricing, business, etc.
 Tactics : This stage is concerned with identifying the digital tools which are best fitted
for the target audience (Kotler and et. al., 2015). It is generally related to tools which are

allowed to target the audience, the way to convey online proposition, requirements of the
content needed to develop the same like email, ads, post, pages, etc.
 Action : It includes developing a schedule to implement the tactics, which includes the
way the task is to performed, persons who will be performing the work.
 Control : This is last stage which is concerned with ensuring the controls that the actions
are implemented as per the plans.
SWOT analyses
Strength
 Gillette has improved skilfulness at
entrance of new markets and making
success of them. The enlargement has
helped the organization to build new
revenue stream and change the
economic cycle risk in the markets it
operates in.
 Automation of activities has brought
consistency of quality to Gillette
products and has enabled the company
to scale up and scale down based on
the demand conditions in the market.
 Over the years Gillette has improved a
reliable distribution network that can
reach majority of its potential market.
Weakness
 Their skimming pricing strategies
targeted the premium segment which
has discouraged the purchasing power
from the middle and lower class people.
 Disability of customer awareness which
has focussed on innovation and creates
need based differentiation.
 Even though Gillette is spending above
the industry average on Research and
Development, it has not been able to
compete with the leading players in the
industry in terms of innovation.
Opportunities
 As more people learn about the
importance of personal hygiene, the
company may benefit for the fact that
they provide the products necessary.
Gillette could profit tremendously as
more people become aware and
Threat
 The demand of the highly profitable
products is seasonal in nature and any
unlikely event during the peak season
may impact the profitability of the
company in short to medium term.
 Stable profitability has increased the

educated on the importance of personal
hygiene.
 Gillette has reached its peak in the
shaving industry, so it can benefit from
its global brand image to venture into
other grooming and personal care
segments, such as shower gels,
shampoos, toothpastes, deodorants, etc.
This will help Gillette broaden its
horizons, and also have a positive
effect on the brand image
number of players in the industry over
last two years which has put downward
pressure on not only profitability but
also on overall sales.
 After Brexit the operation of the
company in the Gillette industry will
get affected.
Brexit is short for British exist, It is withdrawal of United kingdom from the European
Union and it will have strong impact on external business environment of Gillette. After the exist
it is going to impact the economy to a great extent. It will result in reducing the UK productivity
around half percentage in points. large organisations have anticipated that Brexit will impact
their sales as well as increase cost of production. Along with it businesses are concerned about
whether there will be a deal about the terms of UK's withdrawal and if there is going to deal
what will be the terms. Along with it also have resulted in increasing in the number of
unemployment rate. This will impact the Gillette sales in the United kingdom as the production
will get affected because of the Brexit.
Buying behaviour process
The customer buying behaviour process defines the journey from which the customer
goes through before making final purchase of the product (Lovelock and Patterson, 2015). The
marketer of Gillette company is responsible for selling the razors in the market so that they can
acknowledge how the consumers actually makes a decision. This involves five stages and they
are discussed below :
 Need recognition : The process starts with recognising the need of the individual and the
marketer must concentrate on recognising the need as well as that the needs are fully
satisfied.

 Information search : In consumer buying decision process, the customer searches the
relevant information about the product either from the family, friends, neighbourhood,
advertisements, wholesalers, retailers, etc.
 Evaluation of alternatives : After learning about he required knowledge about the
product, the customer will evaluate the various alternatives on the basis of want satisfying
power, quality and its features.
 Purchase decision : After making evaluation of various alternatives, the buyer will buy
suitable products and it will also have chances to postpone the purchase decisions due to
some reasons (Luangrath, Peck and Barger, 2017). In such cases, the market will focus on
finding the appropriate reason and try to provide them with adequate and appropriate
informations to the consumer by giving them assurance regarding the quality of the
product.
 Post purchase behaviour : After purchasing the product, the consumer will either be
satisfied or dissatisfied so the company will require to analyse the behaviour of the
customer and take proper actions for dissatisfied customer so that it does not create
negative feeling regarding the brand.
D. Marketing communication strategies and communication process applied in global context.
Marketing communication is concerned with sharing of meaning, information and
concepts by the source and receiver about the products and services and also about the firm
which is connected with selling promotions like advertising, publicity, salesmanship, sales
promotion, etc. It can be deformed specifically when a message passes through a great number of
channels (Patti and et. al., 2017). This is basically a strategy which is used by the company or
individual to make people aware about the current and future offerings of the company which
includes advertising, personal selling, online marketing, digital marketing, etc.
Communication process is a procedure which helps in transmitting the organisations
information to the world. For the product of Gillette Mach 3 turbo, it is very important to
develop a proper communication plan and this process is a inclusion of various stages and they
are discussed below :
 Context : Communication has a huge impact on the context in which the organisation
operates and it can be physical, social, cultural, etc. In this, the sender selects the message

to communicate within a context. The context will be Gillette company and the product
will be Gillette Mach 3 turbo.
 Sender/ encoder : It is a person who sends message to the receiver. While sending the
messages they make use of symbols to impart the message and hopes for the quick
responses.
 Message : This is the main information or content which is required to be communicated
by the sender to the receiver. This must be clear, subjective, logical in nature and sender
must assure that it will be clearly understood to the receiver. Therefore, the Gillette
Mach 3 turbo will convey the message of providing the most smooth and soft shave by
removing the redness.
 Medium : This is concerned with the mode or manner through which message is
transmitted. There are various mediums like online, offline, verbal, non verbal, etc. The
sender must adopt the suitable medium for transmitting the message otherwise the
message might not be conveyed appropriately (Rakić and Rakić, 2014). Therefore, the
company will make use of advertisement media like television, radio, newspaper, internet
market, etc.
 Decoder : It is person to whom the message is sent and is called decoder or receiver. In
this, the message will delivered to the audience and customers.
 Feedback : The part of the response which is sent back by the receiver to the sender is
regarded as feedback. In this, the customer who will purchase the Gillette Mach 3 turbo
either online or offline will act as a feedback to the advertisements shown by the
company (Rowles, 2017).
Product life cycle management theory
This is the integration of all aspects of a product taking it from conception through the
product life cycle to the disposable of products and components (Šerić, Gil-Saura and Ruiz-
Molina, 2014). There are four stages of the product Gillette Mach 3 turbo and they are discussed
below :
 Stage 1 : Introduction stage is the first stage in PLC theory and in this the firm develops
product awareness and market for a new product. For this purpose, Gillette Mach 3 turbo
will use product branding like patents, copyrights, etc. The company will use various

promotional methods in this stage like advertising, personal selling, discounts and offers,
etc.
 Stage 2 : Growth phase is the second phase and in this, the company will seek to develop
preference and maximises the market share (Van Kerrebroeck and et. a., 2017). For
Gillette Mach 3 turbo, it will focus on maintaining quality and promotion will be aimed at
targeting the audience.
 Stage 3 : This is the maturity stage and in this, the strong growth in sale diminishes. The
product has reached to the highest level in sales graph and needs more investment for
staying at that position. For this purpose, the company will alter the Gillette Mach 3
turbo packaging styles, introduce more variants of the products, etc.
 Stage 4: Declining stage, in this the product is no longer profitable to the company and
starts to decline.
CONCLUSION
From the above report it has been concluded that communication is very important in the
business and marketing environment. No business can run its operations without effective
communications. This is important so that the company can make people aware about its
products and offerings by using various tools and methods like advertising, publicity, public
relations, online platform, etc. The communication strategies are essential so that people will not
only be aware about the product but can also compare the same with the products offered by the
competitors in terms of pricing, quality, features, etc.

REFRENCE
Books and Journals
Ang, L. (2014). Principles of integrated marketing communications. Cambridge University
Press.
Armstrong and et. al., (2015). Marketing: an introduction.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing.32(1). 15-27.
Batra, R., and Keller, K. L. (2016). Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing.80(6). 122-145.
Belch, G., and Belch, M. (2014). The role of new and traditional media in the rapidly changing
marketing communications environment. International Journal of Strategic Innovative
Marketing.1(3). 130-136.
Eagle and et. al., (2014). Marketing communications. Routledge.
Fahy, J., and Jobber, D. (2015). Foundations of marketing.
Fill, C., and Turnbull, S. L. (2016). Marketing communications: brands, experiences and
participation. Pearson.
Groeger, L., and Buttle, F. (2014). Word-of-mouth marketing influence on offline and online
communications: Evidence from case study research. Journal of Marketing
Communications.20(1-2). 21-41.
Karjaluoto, H., Mustonen, N., and Ulkuniemi, P. (2015). The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.30(6). 703-710.
Keller, K. L. (2016). Unlocking the power of integrated marketing communications: How
integrated is your IMC program?. Journal of Advertising.45(3). 286-301.
Kotler and et. al., (2015). Marketing. Pearson Higher Education AU.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
Luangrath, A. W., Peck, J., and Barger, V. A. (2017). Textual paralanguage and its implications
for marketing communications. Journal of Consumer Psychology.27(1). 98-107.
Patti and et. al., (2017). Improving integrated marketing communications practices: a comparison
of objectives and results. Journal of marketing communications.23(4). 351-370.
Rakić, B., and Rakić, M. (2014). Integrated marketing communications paradigm in digital
environment: The five pillars of integration. Megatrend revija.11(1). 187-204.
Rowles, D. (2017). Mobile marketing: how mobile technology is revolutionizing marketing,
communications and advertising. Kogan Page Publishers.
Šerić, M., Gil-Saura, I., and Ruiz-Molina, M. E. (2014). How can integrated marketing
communications and advanced technology influence the creation of customer-based
brand equity? Evidence from the hospitality industry. International Journal of
Hospitality Management.39. 144-156.
Van Kerrebroeck and et. a., (2017). When brands come to life: experimental research on the
vividness effect of Virtual Reality in transformational marketing
communications.Virtual Reality.21(4). 177-191.
Yadav, M., Joshi, Y., and Rahman, Z. (2015). Mobile social media: The new hybrid element of
digital marketing communications. Procedia-social and behavioral Sciences.189. 335-
343.

Online
AIDA Model. 2019. [Online] Available Through :
<https://corporatefinanceinstitute.com/resources/knowledge/other/aida-model-marketing/>.
AIDA Mode