Advertising in the 21st century Unit 9 Project Essay

Advertising in the 21st century Unit 9 Project - Essay interpreterThis piece of research work addresses the relevance of IMC in todays business world and examines how this give the bounce be implemented as a strategical step for advertising campaign. This paper identifies three companies at different levels, one from the Fortune 500 lists, one form the INC lists and one from the major online shopping companies and describes how these companies can effectively use IMC as basic strategy for their marketing.Lamb, Hair and McDaniel (2004) described that integrated marketing communication is a careful combination of all promotional messages like traditional advertising, sales promotion, personal selling, event marketing, public relation, interactive marketing and so on so as to assure consistency in whatever messages being communicated to the targeted markets (p. 413).Belch and Belch (2007) emphasized that IMC is a marketing process of planning, designing and developing brand communica tion program with customers, employees and associates in consecrate to build short term financial benefits and bulky term brand value (p. 11). Various communication tools are effectively coordinated based on companys goal to reach different target market more effectively and thus to create short term profitability and long term brand equity and brand loyalty among the customers.IMC is a process in which companies accelerate its revenues and returns by aligning communication objectives with business goals (Schultz and Schultz, 2004, P. 3). Business goals commonly include profitable operation as well successful marketing of goods or services being offered to the customers. IMC helps companies achieve their objectives by aligning and coordinating unlike elements of communication including advertising, sales promotion, direct selling, public relation etc. IMC has become relevant in todays business because it not only