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).
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