Essays on Integrated Marketing Communication - Fitness Firm Case Study

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The paper 'Integrated Marketing Communication - Fitness Firm" is a good example of a management case study. The purpose of this report is to analyze the results of Integrated marketing Communication for a fitness business (IMC). The findings will show whether the fitness business which we seek to establish will have many chances of growth and development. This is based on the application of effective marketing communication mix elements. INTRODUCTION PURPOSE The purpose of the preparation of the report is to analyze the development and growth of the fitness business to be established. This is following the putting in place of several measures to see to it that the development and growth of the firm are achieved.

Due to the recent changes in job classification and the ways of life of people, there has been an increase in the demand for fitness services (Belch and Belch, 2001). Foods consumed together with the ways of life have led to an increase in the number of reported obesity cases and poor health and fitness conditions for the people. This is the main reason underlying the establishment of our fitness firm.

This is in a bid to deal with the emerging conditions. We believe that this is a timely venture and due to the more rampant increase in the health conditions such as for overweight individuals and unfitness standards, this will lead to a subsequent increase in the returns for our firm. This will be very useful for the development of the business venture. A plan that we are seeking to establish is marketing communications planning which will show the strategic roles of several disciplines of communication. Some of the disciplines the firm intends to put to use include among other advertising, direct marketing, sales promotion, public selling, and public relations (Belch and Belch, 2005).

The firms seek to adopt them in order to have consistency in the levels of sales and returns, clarity in all the business aspects and maximum communications impact to the customers and the prospective market of the company. We believe that by putting in place all the required measures in the I. M.C. Our business will be able to well cope in the competition industry

REFERENCES

Belch G &, Belch, A2001, Advertising and promotion: An integrated marketing communications perspective, Boston, Mass, Irwin/McGraw-Hill.

Belch G, Belch, M & Belch, G, E1995, Introduction to advertising and promotion: An integrated marketing communications perspective, Chicago: Irwin.

Hackley, E2010, Advertising and promotion: An integrated marketing communications approach, Los Angeles, SAGE.

Duncan, T2002, IMC: Using advertising and promotion to build brands, Boston: McGraw-Hill.

Jakacki, B2001, IMC: An integrated marketing communications exercise, Cincinnati, Ohio: South-Western College Pub.

Duncan, T&, Duncan, T2005, Principles of advertising & IMC, Chicago, IL: McGraw- Hill/Irwin.

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