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Integrated Marketing Communications, the Marketing Objectives of Star Cruises Essay Example

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Integrated Marketing Communications, the Marketing Objectives of Star Cruises

Integrated Marketing Communications, the Marketing Objectives of Star Cruises. This level of understanding has brought forward the idea of Integrated Marketing Communications in which all the organization’s communication channels such as mass media, advertising, personal selling, sales promotion, public relations, direct marketing and packaging are integrated and coordinated together in order to substantially create unified and consistent message for the consumers to increase their awareness on the offering (Boone and Kurtz, 2006; Kotler et al., 1999; Belch and Belch, 1998; Yeshin, 1998; and Kitchen; De Pelsmacker, 2004; and Schultz et al., 1994).   
An integrated marketing communication is an integral part of a simple marketing system. However, it puts too much emphasis on the communication process involved in the marketing system.

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.

References

Belch, G. E., and Belch, M. A. (1998) Advertising and Promotion: An Integrated Marketing Communications Perspective. 4th ed. USA: Irwin/McGraw-Hill.

Boone, L. E., and Kurtz, D. L. (2006) Contemporary Marketing. 12th ed. USA: Thomson/South Western.

Foley, J. P. (2000) ‘Ethics in Advertising: A Look at the Report by The Pontifical Council for Social Communications’, 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.

Kitchen, P. J., and De Pelsmacker, P. (2004) Integrated marketing communications: a primer. New York: Routledge.

Kotler, P., Armstrong, G., Saunders, J., and Wong, V. (1999) Principles of Marketing. Milan: Prentice Hall Europe.

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.

Porter, M. E. (1998) The competitive advantage of nations: with a new introduction. USA: Free Press.

Schultz, D. E., Tannenbaum, S., and Lauterborn, R. F. (1994) The new marketing paradigm: integrated marketing communications. USA: McGraw-Hill Professional.

Smith, P. S., and Taylor, J. (2004) Marketing communications: an integrated approach. Malta: Kogan Page Publishers.

Yeshin, T. (1998) Integrated marketing communications: the holistic approach. Great Britain: Butterworht-Heinemann.

Appendix A. An integrated marketing communications planning model (Belch and Belch, 1998)

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preview essay on Integrated Marketing Communications, the Marketing Objectives of Star Cruises
  • Pages: 9 (2250 words)
  • Document Type: Assignment
  • Subject: Marketing
  • Level: Undergraduate
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