Integrated Marketing Business & Marketing Research Paper (Research Paper Sample)

Digital Advertisement and Sale Promotion
Student’s Name
Institutional Affiliation
Digital Advertisement and Sale Promotion
Part 1. Research
The essence of communication in marketing is to enable the marketer interacts with the market and hence ensure that the products or services being marketed are visible to the customers. According to ADDIN CSL_CITATION { "citationItems" : [ { "id" : "ITEM-1", "itemData" : { "ISBN" : "2229-4686", "ISSN" : "22294686", "abstract" : "Integrated Marketing Communication emerges as a powerful tool that guides practitioners in developing and implementing marketing communications more consistently and effectively. Despite its continuing appeal little is known about its physical or visible form in marketing communication process, but the emergence of this concept has become one of the most significant examples of development in the marketing discipline. It is the most innovative function of marketing endorsed by advertising and marketing practitioners. Integrated Marketing Communication has moved beyond communication to the process of using promotional elements in a unified way so that a synergistic communication effect is created and achieved. The present study explore on the purpose of drawing out whether Integrated Marketing Communication could indeed be seen as an effort towards promotion in practice and also find out some challenges and future of integrated marketing communications for business. [PUBLICATION ABSTRACT]", "author" : [ { "dropping-particle" : "", "family" : "Shakeel-Ul-Rehman", "given" : "", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" }, { "dropping-particle" : "", "family" : "Ibrahim", "given" : "M Syed", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" } ], "container-title" : "Researchers World", "id" : "ITEM-1", "issue" : "4", "issued" : { "date-parts" : [ [ "2011" ] ] }, "page" : "187-191", "title" : "Integrated Marketing Communication and Promotion", "type" : "article-journal", "volume" : "2" }, "uris" : [ "http://www.mendeley.com/documents/?uuid=9dc5ea30-87cc-478b-9c49-09c87791f634" ] } ], "mendeley" : { "formattedCitation" : "(Shakeel-Ul-Rehman & Ibrahim, 2011)", "manualFormatting" : "Shakeel-Ul-Rehman and Ibrahim (2011)", "plainTextFormattedCitation" : "(Shakeel-Ul-Rehman & Ibrahim, 2011)", "previouslyFormattedCitation" : "(Shakeel-Ul-Rehman & Ibrahim, 2011)" }, "properties" : { }, "schema" : "https://github.com/citation-style-language/schema/raw/master/csl-citation.json" }Shakeel-Ul-Rehman and Ibrahim (2011), effective communication in marketing helps to create a relationship between the marketer and the market, a relationship that is the foundation of effective sales. With various audiences being targeted by most marketers, there are similarly different forms of communication that enable the communication. The best communication mix in marketing is the basic reason for organizational financial performance. This is essential because a good mix ensures that there is reduced the cost of marketing and yet the widest coverage possible. It also assures the organization that all the marketing efforts will provide a return on investment ADDIN CSL_CITATION { "citationItems" : [ { "id" : "ITEM-1", "itemData" : { "DOI" : "10.1080/00913367.2014.934938", "ISSN" : "0091-3367", "abstract" : "Drawing on the resource-based view (RBV of the firm this research investigates how an integrated marketing communication (IMC) capability drives a brand's financial performance through influencing the effectiveness of communication campaigns and the brand's market-based performance.", "author" : [ { "dropping-particle" : "", "family" : "Luxton", "given" : "Sandra", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" }, { "dropping-particle" : "", "family" : "Reid", "given" : "Mike", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" }, { "dropping-particle" : "", "family" : "Mavondo", "given" : "Felix", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" } ], "container-title" : "Journal of Advertising", "id" : "ITEM-1", "issue" : "1", "issued" : { "date-parts" : [ [ "2014" ] ] }, "page" : "37", "title" : "Integrated Marketing Communication Capability and Brand Performance", "type" : "article-journal", "volume" : "44" }, "uris" : [ "http://www.mendeley.com/documents/?uuid=c51a475f-4bd1-4801-bce5-b1ee4e4970da" ] } ], "mendeley" : { "formattedCitation" : "(Luxton, Reid, & Mavondo, 2014)", "plainTextFormattedCitation" : "(Luxton, Reid, & Mavondo, 2014)", "previouslyFormattedCitation" : "(Luxton, Reid, & Mavondo, 2014)" }, "properties" : { }, "schema" : "https://github.com/citation-style-language/schema/raw/master/csl-citation.json" }(Luxton, Reid, & Mavondo, 2014). This enables the organizations to capitalize on the strategies that work towards effective market coverage and divest on those that do not. In order to implement this mix, organizations use traditional marketing media such as print adverts and broadcast as well as the digital media such as the use of the internet. This paper explores the concept of digital marketing and sales promotion from the perspective of integrated marketing communication. The paper will be based on research evidence and critical appraisal and analysis.
Advertising, according toADDIN CSL_CITATION { "citationItems" : [ { "id" : "ITEM-1", "itemData" : { "DOI" : "10.1177/1470593104046291", "ISBN" : "9780415886611 (hbk)\\n0415886619 (hbk)\\n9780415886628 (pbk)\\n0415886627 (pbk)\\n9780203149546\\n0203149548", "PMID" : "16851076", "abstract" : "Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. Chapters provide concrete examples, case studies, and readings written by leading advertising scholars and educators. Utilizing McGuire\u2019s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory \u2013 and across advertising contexts \u2013 both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework.", "author" : [ { "dropping-particle" : "", "family" : "Rodgers", "given" : "Shelly", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" }, { "dropping-particle" : "", "family" : "Thorson", "given" : "Esther", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" } ], "container-title" : "Routledge communication series", "id" : "ITEM-1", "issued" : { "date-parts" : [ [ "2012" ] ] }, "number-of-pages" : "xxix, 614 p.", "title" : "Advertising theory", "type" : "book" }, "uris" : [ "http://www.mendeley.com/documents/?uuid=33a996ae-05a5-4620-8ccc-f2a861ff6d3f" ] } ], "mendeley" : { "formattedCitation" : "(Rodgers & Thorson, 2012)", "manualFormatting" : " Rodgers and Thorson (2012)", "plainTextFormattedCitation" : "(Rodgers & Thorson, 2012)", "previouslyFormattedCitation" : "(Rodgers & Thorson, 2012)" }, "properties" : { }, "schema" : "https://github.com/citation-style-language/schema/raw/master/csl-citation.json" } Rodgers and Thorson (2012), can be described as a form of communication in marketing, that focus on encouraging and sustaining persuasion and manipulation of the potential customer towards a brand or to take action. It has also been described as a paid type of presentation and promotion of ideas or information related to products or services through the use of the most appropriate media. Advertising in marketing is, therefore, a mass communication strategy that is controlled by a producer and aimed at sub-controlling a consumer and persuading or influencing them to take specific steps towards what the producer is offering ADDIN CSL_CITATION { "citationItems" : [ { "id" : "ITEM-1", "itemData" : { "DOI" : "10.1016/j.tele.2017.07.011", "ISSN" : "07365853", "abstract" : "We develop and describe a framework for research in a particular segment of digital advertising. Internet Advertising Paid Slots and Spaces (IAPS) is a neologism and work almost like a stock exchange for buying and selling advertising in various formats on designated spaces around web and make a significant contribution to Internet advertising revenues. These paid spaces were found to encompass diverse areas of Internet advertising that include search engine marketing, social media advertising and display advertising. Given the complexity of the modern digital advertising eco system, this literature review seeks to provide clarity, up-to-date knowledge and ongoing insights into Internet advertising channels, for managers making investment decisions in this context.", "author" : [ { "dropping-particle" : "", "family" : "Aslam", "given" : "Bilal", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" }, { "dropping-particle" : "", "family" : "Karjaluoto", "given" : "Heikki", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" } ], "container-title" : "Telematics and Informatics", "id" : "ITEM-1", "issued" : { "date-parts" : [ [ "2017" ] ] }, "title" : "Digital advertising around paid spaces, E-advertising industry's revenue engine: A review and resea...