EBK MINDTAPV2.0 CONTEMPORARY MARKETING,
17th Edition
ISBN: 9781337091022
Author: Kurtz
Publisher: VST
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Question
Chapter 16, Problem 1ALR
Summary Introduction
To discuss: The role of integrated marketing communication in the organization’s overall marketing strategy and its benefits.
Integrated marketing communications is the process of designing the programs of marketing communications, which coordinate all the promotional activities. Some of the promotional activities includes sales promotion, advertising, direct marketing, personal selling, and public relations.
Expert Solution & Answer
Explanation of Solution
The role of integrated marketing communication in the organization’s overall marketing strategy and its benefits is as follows:
Integrated marketing communication is the wider concept than promotional strategy and marketing communication that includes marketers and other organizational units that interact with the customers. The customer is at the heart of the communication rather than viewing customers as isolated components and separating the promotional mix.
These are the elements that integrated marketing communication looks from the customer point of view:
- • Information regarding the organization or company’s brand.
- • Uses database technology to know the target audience.
- • It is imporatant to segment the audience and choose the best type of media to grasp each segment of audience.
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Go to the following link: Forbes TOP companies with the Best CSR reputations.
https://www.forbes.com/sites/vickyvalet/2018/10/11/the-worlds-most-reputable-companies-for-corporate-responsibility-2018/#480e6d813371
Be prepare to share your findings in class. Please write your answers in complete sentences.
Choose an organization with best CSR
Visit the organizations website and copy link to their website below
Does the company have a societal marketing orientation, or is it a company that is known solely for their corporate giving? Explain.
How is this company practicing CSR? Provide examples
Discuss how customers would know this company is a socially responsible company by looking at their website. Please provide examples of your findings below.
Chapter 16 Solutions
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