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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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The planning and implementation of integrated marketing communications

Caemmerer, B. (2009) The planning and implementation of integrated marketing communications. Marketing Intelligence and Planning, 27 (4). pp. 524-538. ISSN 0263-4503

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Abstract

The purpose of this paper is to illustrate the tasks involved in the planning and implementation of integrated marketing communications using an interesting, real-life case study. Design/methodology/approach - A mix of secondary and primary research is used: analysis of academic literature, market research data and organisational data, as well as interviews conducted with members of the Renault Marketing Team.Findings - The planning and implementation of integrated marketing communications is complex and involves a wide range of different management tasks. These include: situation analysis and identification of marketing communications opportunities; choosing the right marketing communications agency; campaign development and implementation, including the selection of the marketing communications mix, creative execution and media planning; campaign evaluation; planning of follow-up campaigns; and managerial coordination between all tasks and parties involved to ensure integration of marketing communications initiatives throughout the campaign.Originality/value- Applies marketing communications theories to a real-life example and illustrates comprehensively the management tasks involved in the planning and implementation of integrated marketing communications campaigns. Provides hyperlinks and references to organisations and bodies relevant to the marketing communications industry as well as academic literature.