Essays on Integrated Marketing Communications for Coca-Cola Case Study

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The paper "Integrated Marketing Communications for Coca-Cola" is a great example of a marketing case study.   Integrated Marketing Communications (IMC) refers to an effective and efficient approach essential in the achievement of objectives of a marketing campaign under the influence of diverse promotional techniques, which reinforce each other. IMC focuses on recognizing the value of a comprehensive plan with the potentiality of evaluating strategic roles in relation to diverse communication disciplines such as advertising, public relations, sales promotion, and personal selling. These attributes are ideal in combing to offer clarity, consistency, and maximum communication impact.

Organizations tend to focus on the adoption of diverse ideas and perceptions to coordinate promotional efforts in pursuit of competitive advantage within the market and industry of operation. In the course of developing an appropriate marketing communication program, business entities need to focus on the identification of the target audience, determination of ideal objectives, and settling on an advertising budget. The purpose of this essay is to design integrated marketing communications programs for Coca-Cola. In addition, the research will discuss how each of the elements of the marketing communications mix: direct marketing, internet marketing, personal selling, sales promotion, and publicity integrate to offer maximum output to the target audience for the case of Coca-Cola. Integrated Marketing Communications for Coca-Cola In the case of Coca-Cola, an integrated marketing communications program should focus on the incorporation of all elements such as advertisement, direct marketing, and other aspects. Advertising Coca-Cola should focus on the integration of traditional media elements in the course of advertising products and brands within the market and industry of operation.

This is through the incorporation of diverse media outlets such as TV, newspapers, magazines, billboards, and bus stops.

In addition, there is a need to incorporate new techniques as websites and blogs while seeking to achieve a competitive advantage in the market and industry of operation. The company can focus on the utilization of the platforms to increase information about the organization and its products. Advertisement is vital in enhancing the awareness of the consumers on the existing products and services in accordance with the demands and expectations of the stakeholders and shareholders.

References

Shimp, T., & Andrews, J. C. (2013).Advertising promotion and other aspects of integrated marketing communications.Cengage Learning.

Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: an integrated marketing communication perspective.McGraw-Hill Education.

Schultz, D., Patti, C. H., & Kitchen, P. J. (Eds.). (2013). The evolution of integrated marketing communications: The customer-driven marketplace. Routledge.

Chen, P. T. (2012). A Research on Critical Success Factors and Integrated Marketing Mode of the Evergreen No. 1 Brand of Carbonated Beverage-an Example of Coca-Cola Brand.

Schultz, D., Macdonald, E. K., & Baines, P. R. (2012).Best Practice: Integrated Marketing Communications.

Ang, L. (2014). Principles of integrated marketing communications.Cambridge University Press.

Collier, K. A. (2014). A Case Study on Corporate Peace: The Coca-Cola Company: Coke Studio Pakistan.Business, Peace and Sustainable Development, 2014(2), 75-94.

Young, A. (2014). Brand media strategy: Integrated communications planning in the digital era. Palgrave Macmillan.

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