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Integrated Marketing Communications Essay Example

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Integrated Marketing Communications

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Advertisers are able to use numerous features to enhance the appeal of the advertising, for example, some brands decide to use logical appeals that simply explain the “reason-why” its product outshines everything else in the market and attract the customer by functional reasoning (Miller, 2011). However, mass marketing is not useful for creating the long term relationships with the customer, as the messages sent are not personal, comparing to the direct selling. This suggests that advertising is not able to interact with the customer, therefore, it is not able to fully influence the customer’s decision to buy. For example, the attention for the TV ad is lower as the viewer can switch the channel when watching, but in personal contact, the customer will fully listen to the salesman (Bamossy, 2010)Percy (1998) states that around 70% of customers exposed to heavy advertising will go and make a trial purchase of the product. It can be argued that advertising will not be effective, if the company will not provide a product that gives a positive experience to the customer. According to “ATR” model, the greater part of buying is rooted in the past experience, therefore the companies need to give the promised experience to the customer because the purchased product will show the brand’s “moment of truth”(Löfgren, 2005). On the bright side, advertising can include the role -model in order to influence the customer. Celebrity endorsements are particularly helpful when the target audience is identified and the correct person to endorse is chosen. Additionally, celebrities are also used in ads to help the brand associate with them and rebrand the product (Kumar, 2013). However, The controversial star can also bring the negative product association, the main drawback of celebrity endorsement is that it cannot be controlled; therefore the company needs to be highly careful when choosing who will represent its brand (Fill, 2009). Also, the sponsorship events are more helpful to re-change the product association. For example, McDonalds sponsored the Olympics games in London with an aim to rebrand itself as a healthy and with hope to associate itself as a high quality company (Pennington, 2012). It was a good chance for McDonalds, especially when 81 % participants in Sponsorship Research associate

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preview essay on Integrated Marketing Communications
  • Pages: 13 (3250 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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