Essays on Integrated Marketing Communication - Zara Case Study

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The paper 'Integrated Marketing Communication - Zara" is a good example of a marketing case study. Zara is a renowned clothing store and accessories line with a cumulative of over 1285 stores across the globe. Integrated Marketing communication (IMC) is a very essential tool through which the company can gain a greater consumer base and also create awareness of the intended event of Breast Cancer Research. IMC integrates processes and systems that are used to channel awareness to the general public. Important channels that the company needs to use include the use of the ambassadors, print media, the television, radio and essentially internet marketing which is very important.

The channels identified will require the goodwill of not only the management but also all the stakeholders of the organizations. The gains of a comprehensive IMC cannot be exhausted however there are barriers that have been explored in the report. Moreover, for a successful IMC project of the event, there is a need for situational analysis, competitor analysis, audience analysis and also a great need to source the necessary partners who will sponsor the event.

Success in the Melbourne event will not only bring the gains to the event purse but will also increase the profitability of the clothing line in the new market at Melbourne. 2.0 INTRODUCTION Integrated Marketing Communication (IMC) is a process intended to match the budget of a business entity to the best ideal method of the integrated channel of advertising. Advertisement is very essential for a company since it assists the business entity in realizing bigger profits margins and more sales. IMC is thus linked to different modes of communication to ensure that the message is delivered to the right audience at the right time.

IMC incorporates several channels of communication including but not limited to; website creation, collateral advertising, on-line marketing, trade shows and another mode of advertising like print, TV and Radio (Fill, 2007).

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Duncan, T.R. (2002). IMC: Using Advertising and Promotion to Build Brands. Boston:

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Duncan, T.R. & Mulhern, F. (2004). A White Paper on the Status, Scope and Future of IMC.

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Fill, C. (2007). Simply Marketing Communications. London: Pearson Education.

Gould, S.J. (2000). The state of IMC research and applications. Journal of Advertising Research,

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Hartley, B. & Pickton, D. (2004) Integrated marketing communications requires a new way of

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