MKT 505 Integrated Marketing Communications Strategy

Integrated Marketing Communications Strategy

Introduction

The purpose of marketing communication is to effectively inform consumers about the benefits and values of the company's products, thereby influencing their attitudes and buying behavior (Keegan, Green, pg. 434). The need to be cost effective, to be customer driven, to deliver the best quality and to deliver that quality quickly are some of today's global realities (Keegan, Green, pg. 543). The challenge of effectively executing this strategy across India and Vietnam is the reason why the marketing team has chosen to use the Integrated Marketing Communications (IMC) Strategy that will be covered in this paper. After careful research the team decided to go with the promotional mix...