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Integrated Marketing Communication the Most Essay
Pages:5 (1822 words)
Sources:3
Subject:Marketing
Topic:Integrated Marketing Communication
Document Type:Essay
Document:#54812569
This effect is due to the high level of interaction with the consumer. As a consequence, the credibility developed in the mind of the consumer reaches a medium level.
The IMC strategy does not begin with the analysis of the product that is therefore directed towards the consumer, but with the analysis of the consumer, and based on the characteristics of the consumer, the communicational strategy is developed. The differences between a strategy directed at adults and a strategy directed at children also refer to the costs of the strategy.
As mentioned above, food companies focus on investing more on attracting children and teenagers, and developing a certain consumption and purchase behavior that would favor the company, rather than on trying to modify an already existing behavior in adults. This is because children and teenagers represent a larger potential customer pool for the company.
Bibliography
1. Kitchen, P.J. & De Pelsmacker, P. 2004. Integrated Marketing Communications: A Primer. Routledge, Oxfordshire. Available at http://books.google.ro/books?id=x9fGz3e45CQC&printsec=frontcover&dq=integrated+marketing+communication&source=bl&ots=fK5gUGExPt&sig=KtSQJjscnUE1-PIshz0VqcLbW8U&hl=ro&ei=_13QS4qkGsOOOJrGzZ4P&sa=X&oi=book_result&ct=result&resnum=15&ved=0CFgQ6AEwDg#v=onepage&q=integrated%20marketing%20communication&f=false. Accessed April 22, 2010.
2. Kellogg's. 2010. Promotions. Kellogg's official website. Available at http://kelloggs.com.au/Home/Promotions/tabid/597/Default.aspx. Accessed April 27, 2010.
3. Sheth, J.N. & Park, C.W. 1974. A Theory of Multidimensional Brand Loyalty. University of Illinois. College of Commerce and Business Administration. Available at http://www.jagsheth.net/docs/A%20Theory%20of%20Multidimensional%20Brand%20Loyalty.pdf. Accessed April 22, 2010.
4. Story, M. & French, S. 2004. Food Advertising and Marketing Directed at Children and Adolescents in the U.S. International Journal of Behavioral Nutrition and Physical Activity. Available at http://www.ijbnpa.org/content/1/1/3. Accessed April 21, 2010.
Sample Source(s) Used
Bibliography
1. Kitchen, P.J. & De Pelsmacker, P. 2004. Integrated Marketing Communications: A Primer. Routledge, Oxfordshire. Available at http://books.google.ro/books?id=x9fGz3e45CQC&printsec=frontcover&dq=integrated+marketing+communication&source=bl&ots=fK5gUGExPt&sig=KtSQJjscnUE1-PIshz0VqcLbW8U&hl=ro&ei=_13QS4qkGsOOOJrGzZ4P&sa=X&oi=book_result&ct=result&resnum=15&ved=0CFgQ6AEwDg#v=onepage&q=integrated%20marketing%20communication&f=false. Accessed April 22, 2010.
2. Kellogg's. 2010. Promotions. Kellogg's official website. Available at http://kelloggs.com.au/Home/Promotions/tabid/597/Default.aspx. Accessed April 27, 2010.
3. Sheth, J.N. & Park, C.W. 1974. A Theory of Multidimensional Brand Loyalty. University of Illinois. College of Commerce and Business Administration. Available at http://www.jagsheth.net/docs/A%20Theory%20of%20Multidimensional%20Brand%20Loyalty.pdf. Accessed April 22, 2010.
4. Story, M. & French, S. 2004. Food Advertising and Marketing Directed at Children and Adolescents in the U.S. International Journal of Behavioral Nutrition and Physical Activity. Available at http://www.ijbnpa.org/content/1/1/3. Accessed April 21, 2010.
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