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Describe the purpose and value of integrated marketing

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Prepare a paper describing the purpose and value of integrated marketing.

? Investigate a company and determine if the company has an integrated marketing campaign for a product or service that they sell.
? If the company has an integrated marketing plan, what value does it add?
? If the company doesn't have an integrated marketing plan, how might the company benefit from having an integrated marketing plan?

APA format, cite references in text, reference pg etc..
The company selected will be used in subsequent postings

Please use a minimum of three outside references.

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Purpose and Value of Integrated Marketing

The concept of marketing is very broad and integrated marketing is one of its main concepts. The concept of integrated marketing can be defined as the process of interconnecting all the resources and material that are available in the organization and market to enhance the effectiveness of the marketing process of an organization (Etzel, Walker, Stanton & Pandit, 2007). The main objective of integrated marketing is to serve the interests of a wide range of customers at the same time (Kotler, 2002).

There are mainly two levels of the integrated marketing. First level of integrated marketing comprises various basic functions of marketing such as advertising, product management, customer service and marketing research, etc. (Belch, 1998).

Second level of the integrated marketing covers the other departments such as finance, human resources, production, operation, etc. In order to develop effective strategy of integrated marketing, it is important that the company to makes a plan to integrate all the function with each other (Rapacz & Reilly, 2008). All these functions and department are interrelated with each other and cannot work successfully as a sole department (Etzel, Walker, Stanton & Pandit, 2007, pg. 488).

Deb Rapacz and Martin Reilly stated in their article that the main aim behind implementing the concept of integrated marketing plan is to encourage the recognition of the product and services of the organization in the eyes of the customers (Rapacz & Reilly, 2008). The concept of integrated marketing involves the integrated marketing communication and media strategy (Kotler, 2002).

In this highly competitive and digital economical environment, approach of integrated marketing is considered as a holistic approach to encourage the buying behavior of the customer and promotion of the ...

Solution Summary

The solution describes the purpose and value of integrated marketing.

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Integrated Marketing Communications Plan: New Belgium Brewing

Case Analysis: New Belgium Brewing
Integrated Marketing Communications Plan

You are responsible for developing an Integrated Marketing Communications plan for New Belgium Brewing. Begin by reviewing the details of the case - New Belgium Brewing (B) product.

Assume that you have taken on the role of Marketing Communications Manager today, in 2012. Although the company has increased sales through broader distribution, sales are currently flat. Senior management has determined that you need to capture a new target audience with the same products and develop an Integrated Marketing Communications plan for the period October 2012 - September 2013.

Your plan must include: Description of selected Target Market. Description should include: demographic and psychographic factors and likely media preferences.

Determine objectives for the year (what do you need your communication tactic to accomplish?) Be specific: are you building awareness, interest etc, and what percentage of the market do you hope to impact? Establish your communication approach - push vs. pull with rationale as to why you have selected this approach.
Determine mix of media to accomplish your goals and evaluate why each media is chosen. You must specify the media outlet, such as title of TV show, magazine, trade show, etc.

Create a Budget (see constraints below) and a specific calendar for communication tactics and describe the flow of activities, month by month.

Compose the message (slogan, tag line or compelling reason to purchase) and describe how you visualize it being executed.

For this project assume the follow: Total Budget Allocation for 12 months is $8,000,000
Costs per media:
30 second TV Spot $350,000 per spot
30 second Local Radio $10,000 per spot
Full Page National Magazine Ad $350,000 per issue
Ã??Ã?½ page $245,000 per issue
Ã??Ã?¼ page $175,000 per issue
Informational Website $15,000
Transactional Website $25,000
Internet Advertising $35,000 per outlet
Sales Promotion & Couponing $405,000 per campaign
Direct Mail per 10,000 pieces $10,000
Trade Show - National Scope $975,000
Direct Sales Staffing - per person $125,000
Sales Staff Promotion -per person $45,000
Brochures and Collateral Material $80,000
Sport Event Marketing $1,200,000 per event

Requirements: This is a business planning project. You want your final output to convince your new boss you know what you're doing. Let your creativity come out AND, be sure to provide solid rationale for your decisions tied to the marketing communication concepts

A few resources regarding Integrated Marketing Communications -

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