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Integrated Marketing Communication

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  1. Introduction
  2. Problem Statement
  3. Describing the objective of IMC on the internet
  4. Describing the website's target audience
  5. How integrated marketing communication tools that are used on the internet can be described?
  6. How to evaluate the effectiveness of the internet as a mode of marketing communication?
  7. Conclusion

Integrated marketing communication is a term that implies the application of constant brand messaging across a variety of marketing channels. The purpose of this paper is to discuss the impact that internet marketing would have in facilitating internet marketing communication in the case of Virgin Trains. It will discuss the way in which the use of the internet had been treated as an effective way of undertaking marketing, and it has also been treated as a commercial medium. Additionally, it will portray the way in which companies use this tool to serve as a means of communication to allow them reach a large number of people, and enable them to remain cost effective in the operations that they undertake.

In order to portray the influence in integrated marketing communication, the paper will undertake a literature review, and providing an analysis of the findings based on the way in which IMC helps companies to boost their marketing potential over the internet.

[...] Most companies are using this tool to serve as a means of communication. This is because it has the ability to reach a large number of people and it is also cost effective (Czinkota & Ronkainen 2002). When a company uses the internet to serve as its marketing tool, it is able to increase the awareness of the company to a larger customer base (Brassington & Pettitt 2000). Promotion and communication is vital in terms of making it easy to manage companies in today's business world. [...]


[...] Analysis from findings From the literature review, it is evident that integrated marketing communication plays a vital role in boosting marketing though the internet. The common forms of advertising that are carried out over the internet are carried out though banners, buttons, social media, and others are text- based such as the email. Therefore, in the case of Virgin Trains, it should first set the objectives for which it intends the integrated marketing communication though the internet to portray to the customers. [...]


[...] Hoffman, D L & Novak, T P 2006, new marketing paradigm for electronic commerce', Information Society, vol no pp. 56-57. Huizingh, E 2011, antecedents of website performance', European journal of marketing, vol no. pp. 1225-1247. Janal, D 2004, Online Marketing handbook, John Wiley & Sons, New York. Karayanni, D B 2008, ?Website characteristics and business performance: some evidence from international business-to-business organizations', Marketing intelligence & planning, vol no pp. 105-114. Kitchen, P & Proctor, T 2006, ?Communication in postmodern integrated marketing', Corporate communications: An international Journal, vol no pp. [...]


[...] Integrated Marketing Communication Abstract Integrated marketing communication is a term that implies the application of constant brand messaging across a variety of marketing channels. The purpose of this paper is to discuss the impact that internet marketing would have in facilitating internet marketing communication in the case of Virgin Trains. It will discuss the way in which the use of the internet had been treated as an effective way of undertaking marketing, and it has also been treated as a commercial medium. [...]


[...] This is because there are a number of factors that are attributed to targeting the audience such as geographic, psychographic and demographic factors (Hackley 2010). Therefore, while choosing the target market, marketers should first focus on the marketing objectives (Shen 2009). The marketers within a company are required to consider the fact that it is crucial to make a selection of the appropriate audience to target. The marketers can be able to decide this by analyzing the products that the company offers (Hoey 2012). [...]

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