Marketing Communications

18 CHAPTER 1 INTEGRATED COMMUNICATIONS principles, and as such is a major component of the corporate identity or even its main d ...

INTEGRATION OF CORPORATE COMMUNICATIONS 19 instance, companies that are committed challengers in the markets in which they opera ...

20 CHAPTER 1 INTEGRATED COMMUNICATIONS Besides communications and corporate design, corporate behaviour is also an import- ant f ...

INTEGRATION OF CORPORATE COMMUNICATIONS 21 corporate image resides in the heads of the stakeholders.^47 Th e corporate image is ...

22 CHAPTER 1 INTEGRATED COMMUNICATIONS A positive corporate image creates an emotional surplus, which can be a more persistent l ...

FACTORS LEADING TO INTEGRATED MARKETING AND CORPORATE COMMUNICATIONS 23 Th ere is an increased cost awareness and a need for mor ...

24 CHAPTER 1 INTEGRATED COMMUNICATIONS Buzz marketing Word of mouth has always been important in steering the behaviour of peopl ...

LEVELS OF INTEGRATION 25 power of knowledge and control was in the hands of the manufacturer to a market in which the retailers ...

26 CHAPTER 1 INTEGRATED COMMUNICATIONS consistent integration of mission and propositions. Propositions can be creatively transl ...

BARRIERS TO INTEGRATED COMMUNICATIONS 27 Figure 1.5 Barriers to integrated communications In April 2012, consultant Deepblue pre ...

28 CHAPTER 1 INTEGRATED COMMUNICATIONS If not all communications activities of a company are integrated into one department, at ...

REVIEW QUESTIONS 29 Summary Integrated communications are the integration of formerly specialised communications functions into ...

30 CHAPTER 1 INTEGRATED COMMUNICATIONS Further reading Argenti, P. and Forman, J. (2002), Th e Power of Corporate Communication: ...

CASE 1 31 task when the average lunch break is only 27 minutes, and people’s decision process seems to be limited to their choic ...

32 CHAPTER 1 INTEGRATED COMMUNICATIONS build on the natural spread of news that was expected to occur once the events started ha ...

CASE 1 33 Figure 1.7 Division of total video views across websites reveal the feature-length version → offer ‘DVD’ extras for th ...

34 CHAPTER 1 INTEGRATED COMMUNICATIONS Figure 1.9 The 360° integrated marketing communications logic behind the campaign Figure ...

CASE 1 35 The impact of the campaign is illustrated by the follow- ing quotes from the Sandwich locals: z ‘It’s something they w ...

36 CHAPTER 1 INTEGRATED COMMUNICATIONS References 1 Schultz, D.E. (1996), ‘Th e Inevitability of Integrated Communication’, Jour ...

REFERENCES 37 36 Butt, M.M. and de Run, E.C. (2010), ‘Ethnic Advertising: Adolescents’ Attitudes Towards Target and Non-target A ...