Comparison of three models of Integrated Marketing Communications

Docs en anglais | 6 pages | 11-08-2008 | Format : | Note : Non noté

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Résumé

There are many different definitions on what Integrated Marketing Communication is and how it should be achieved.

The document selects four definitions and examines their implications.

It compares and contrasts the definitions; and takes a view, with reasons, as to which the writer regards as the best.

Extract:

All kinds of organisations need to communicate. For example, when they get materials or services to undertake their business activities, they need to communicate. Organisations also need to communicate with consumers about their offers. Through effective communications, marketers try to build product category needs, create brand awareness, and facilitate purchases. According to Fill, communication is "the process by which individuals share meaning" (Fill, 2005, p.36). It involves a dialogue between a sender and a receiver. Marketing communications help the different parties to understand the intentions of others and to appreciate the value of what is offered. Chris Fill notes that "there is no universal definition of marketing communications and there are many interpretations of the subject" (Fill, 2005, p.16). Despite this statement, he proposes a definition. According to Fill, marketing communications "is a management process through which an (...)

Table of contents:

Introduction

I) The Shannon-Weaver Mathematical Model
II) The Schramm's Interactive Model
III) The Berlo's SMCR Model

Conclusion

Recommandations

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