A simple marketing system is illustrated below and it can be observed that it closely integrates both the industry and market. It is broad aspect since the whole communication process would involve information from the market to be processed by the industry. The output of such information is the industry’s communication strategy that will eventually motivate the market to get the offering in exchange for something which usually takes in a form of monetary value.
The integrated marketing communications designs may vary from one organization to another depending on the needs and design of their system. An integrated marketing communication model, therefore, may vary as well. However, the entire concept remains the same and it all contains the basic. Shown in Appendix A is an integrated marketing communication models containing all the basic components.
The marketing objectives of Star Cruises involved attracting prospective passengers into its offerings. Eventually part of its marketing communications are specific ideas about its routes, schedules, prices, service category and other attractive features such as drinks and entertainment. The general marketing objective now of the manager is eventually to keep the prospective customers informed about its offerings and underlying features of it. Integrated Marketing Communications, the Marketing Objectives of Star Cruises.
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Laczniak, G. R. (2000) ‘Reflections on the 1997 Vatican Statements Regarding Ethics in Advertising,’ in L. H. Newton and M. M. Freud (eds). Taking Sides: Clashing Views on Controversial Issues in Business Ethics and Society. USA: Dushkin/McGraw-Hill.
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Appendix A. An integrated marketing communications planning model (Belch and Belch, 1998)
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