Advertising in the 21st century Unit 9 Project Essay

Advertising in the 21st century Unit 9 Project - Essay sheathThis piece of research work addresses the relevance of IMC in todays business world and examines how this corporation be implemented as a strategic step for advertising campaign. This paper identifies three companies at different levels, one from the Fortune 500 lists, one form the INC lists and one from the major online shopping companies and describes how these companies foot effectively use IMC as basic strategy for their marketing.Lamb, Hair and McDaniel (2004) described that integrated marketing communicating is a careful combination of all promotional messages like traditional advertising, sales promotion, personal selling, compositors case marketing, public sexual relation, interactive marketing and so on so as to assure consistency in whatever messages universe communicated to the targeted markets (p. 413).Belch and Belch (2007) emphasized that IMC is a marketing process of planning, designing and developing brand communication program with customers, employees and associates in order to build short term financial benefits and commodious term brand value (p. 11). Various communication tools are effectively coordinated based on companys goal to reach different target market more effectively and so to create short term profitability and long term brand equity and brand homage among the customers.IMC is a process in which companies accelerate its revenues and returns by aligning communication objectives with business goals (Schultz and Schultz, 2004, P. 3). Business goals ordinarily include profitable operation as well successful marketing of goods or services being offered to the customers. IMC helps companies achieve their objectives by aligning and coordinating various elements of communication including advertising, sales promotion, direct selling, public relation etc. IMC has become relevant in todays business because it not only