Integrated Marketing Communications plan evaluation / Marketing communications

Integrated Marketing Communications plan evaluation

Heliance IMC Plan
Title: The planning and implementation of integrated marketing communications
Author(s):
Citation: Barbara Caemmerer, (2009) "The planning and implementation of integrated marketing communications", Marketing Intelligence & Planning, Vol. 27 Iss: 4, pp.524 - 538
Keywords:
Article type: Case study
DOI: 10.11 (Permanent URL)
Publisher: Emerald Group Publishing Limited
Abstract:

Purpose – The purpose of this paper is to illustrate the tasks involved in the planning and implementation of integrated marketing communications using an interesting, real-life case study.

Design/methodology/approach – A mix of secondary and primary research is used: analysis of academic literature, market research data and organisational data, as well as interviews conducted with members of the Renault Marketing Team.

Findings – The planning and implementation of integrated marketing communications is complex and involves a wide range of different management tasks. These include: situation analysis and identification of marketing communications opportunities; choosing the right marketing communications agency; campaign development and implementation, including the selection of the marketing communications mix, creative execution and media planning; campaign evaluation; planning of follow-up campaigns; and managerial coordination between all tasks and parties involved to ensure integration of marketing communications initiatives throughout the campaign.

Originality/value – Applies marketing communications theories to a real-life example and illustrates comprehensively the management tasks involved in the planning and implementation of integrated marketing communications campaigns. Provides hyperlinks and references to organisations and bodies relevant to the marketing communications industry as well as academic literature.


You might also like

Marketing Exchange Process
Marketing Exchange Process
Market Research Process
Market Research Process

Job swap?

by stretching-out-feelers

OK, here's an outside-the-box suggestion. But I've seen it work before, so why not give it a shot?
I have a very good job with a great print/multimedia publishing company in a neat little, happening, somewhat alternative college town (outside CA - approx. 550 miles to SF).
But for personal reasons I need to move back to the Bay Area asap. My S.O. has a major health problem and I need to be local.
I was wondering if there's anyone out there who might be interested in job swapping.
Position is Director of Marketing and Communications, looking for similar. Candidate needs about 10+ years of marketing/PR experience

Facebook Inc. (FB), Twitter Inc. (TWTR), Pinterest & Others: The Rise Of ..  — Tech Insider
In the show, 'Taking Stock' on BloomBerg TV, anchor Pimm Fox shared an interview with David Sable, the Global CEO of Y&R, a global marketing communications company, with 'Market Makers' anchor Stephanie Ruhle, at the Cannes Creativity Conference.

HH Global awarded $50m HSBC contract  — printweek.com
This is an opportunity for an experienced print Estimator to make a personal contribution to the growth of APS Group, an international marketing communications company. Attractive salary plus excellent benefits, Cheadle, Cheshire. More jobs ▷. Jobs. News.