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Explore the use of integrated marketing communications by any two recent or current PR campaigns, with particular regard to the use of different sections of the media. How successful have they been in shaping the corporate image? What limitations might re

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  • Essay length: 2816 words
  • Submitted: 03/08/2008
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University Degree Marketing

The first 200 words of this essay...

PUBLIC RELATION AND INFOMATION MANAGEMENT

M38CMC

AN ASSIGNMENT IN PARTIAL FULFILLMENT OF THE COURSE

TOPIC

Explore the use of integrated marketing communications by any two recent or current PR campaigns, with particular regard to the use of different sections of the media. How successful have they been in shaping the corporate image? What limitations might restrict their success?

TUTOR

JOHN LISTER

DATE

23/04/08

INTEGRATED MARKETING COMMUNICATION AND THE TOOLS OF PUBLIC RELATION

Integrated marketing communication (IMC) is a planned method for marketing and communication coupled with the basic Public Relation tools which includes sales promotion, direct mail, press releases, newsletters advertising and media. Tench and Yeomans (2006:502) proposed that "Integrated Marketing Communication as a comprehensive, consistent, goal oriented, focused method for marketing and communication". Marketing industries often incorporate terms like advertising, PR, Sales promotion or Events promotion to explain what they do. In marketing, communication tools used to reach the target audience or a large number of audiences include the media which is in terms of TV, Radio, Newspaper, but it has come to include cinema, print media, direct marketing, phone marketing e.t.c. this ensures all forms

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