Essays on Integrated Marketing Communications at the Hilton Hotel Chain Case Study

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The paper "The Planning and Implementation Integrated Marketing Communications at the Hilton Hotel Chain" is a good example of a case study on marketing. Integrated marketing communications (IMC) is “ a concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products” (Kotler 2001, p. 452). IMC is purposely intended to aid organizations to build strong brand identities through the coordination of all marketing communications. As Gould (2000); Kotler (2001); and Pitta, Weisgal, and Lynagh (2006) note, IMC means that advertisements placed in the different media channels – e.g.

TV and newspapers – should convey the same message and evoke the same feelings just like the contents of an organization’ s website and the public relation materials used by the organization. On her part, Caemmerer (2009) argues that the IMC process has six stages which include situational analysis; identifying the marketing communication opportunities; selecting an agency; developing and implementing the IMC campaign; evaluating the campaign; and planning for the future. This essay focuses on the IMC strategy used by the Hilton Hotel chain and starts by identifying the promotion tools that the hotel chain uses, followed by an analysis of existing theoretical arguments. The IMC strategy at the Hilton Hotel chain The author argues in a well-organized manner that the Hilton Hotel chain has faced challenges in integrating promotions throughout the world to create focused and sales-oriented messages throughout the world (Sandhausen 2008).

With 3,900 hotels across 90 countries (Hilton Worldwide 2013), having an effective IMC is not an easy task. Like many hotels, the Hilton IMC toolbox includes direct mail, advertising (print, radio, TV, billboards, and the internet), and public relations (newsletters, collecting feedback from consumers, event management, press coverage, and media relations).

References

Bier, J. K 2010, ‘Hilton working to abolish child sex trafficking’, Financial Advisor Magazine, viewed 15 July, 2013, .

Caemmerer, B 2009, ‘The planning and implementation of integrated marketing’, Marketing intelligence & Planning, vol. 27, no. 4, pp. 524-538.

Czarnecki, G 2013, ‘The rise of branded entertainment’, Brand White Papers, viewed 15 July, 2013,

Direct Marketing IQ 2013, ‘Listen to your customers’, viewed 15 July 2013, .

Douglas, T 2003, ‘Clear vision is needed to prove BARB’s Worth’, Marketing Week, vol. 26, no. 10, pp. 1-21.

Eagle, L., Kitchen, P & Bulmer, S 2007, ‘Insights into interpreting integrated marketing communications: a two-nation qualitative comparison’, European Journal of Marketing, vol. 41, no. 7/8, pp. 956-970.

Gould, S 2000, ‘The state of IMC research and applications’, Journal of Advertising Research, September-October, pp. 22-23.

Hilton Worldwide 2013, ‘Discover a world of opportunity’, viewed 15 January 2013, .

Keller, K. L 2001, ‘Mastering the marketing communications mix: Micro and macro perspectives on integrated marketing communications programs’, Journal of Marketing Management, vol. 17, no. 7/8, pp. 819-47.

Kitchen, P., Brignell, J., Li, T & Spickett-Jones, G 2004, ‘The emergence of IMC: a theoretical perspective’, Journal of Advertising Research, vol. 44, no.1, pp. 19-33.

Kitchen, P., Schultz, D., Kim,I., Han, D., & Li, T 2005, ‘Will agencies ever get (or understand) IMC?’, European Journal of Marketing, vol. 24, no.1, pp. 51-78.

Kotler, P 2001, ‘Integrated marketing communication strategy’, Developing the Marketing mix, chapter 13, viewed 15 July 2013, .

Pitta, D.A., Weisgal, M & Lynagh, P 2006, ‘Integrating exhibit marketing communications’, Journal of Consumer Marketing, vol. 23, no. 3, pp. 156-166.

Sandhusen, R.L 2008, Marketing, Barron’s education series, Hauppauge, NY.

Schultz, D & Kitchen, P 2000, Communicating globally: An integrated marketing approach, Palgrave-Macmillan, Basingstoke.

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