Marketing Essay Example | Topics and Well Written Essays - 1500 words - 2

Marketing - Essay ExampleIMC is considered as a wizardly bullet that enhances greater efficiencies of a line of merchandise because it is an effective technique of communicating business goals, vision and mission, notice messages and any important messages to its people, especially customers. This research paper addresses marketing theories and underlying principles regarding integrate Marketing conversation and examines how these have been practiced by Fly Emirates airlines. In detailing the IMC practices of Emirates air lanes, this piece of research attempts to find heterogeneous announce and promotional activities that Emirates Company adopted to examine how they are integrated. Integrated marketing Communication Integrated Marketing Communication is a marketing communication strategy that a company aligns its communication objectives with business goals in order to accelerate its returns (Schultz and Schultz 2004, p. 3). IMC is a strategic and management tool that can hel p a company achieve greater competitive advantages and experience long-term profitability. It is used to plan, design and establish well-organized and duplicate brand communication program with customers, shareholders, employees and other stakeholders to ensure effectiveness and consent in messages to be delivered ( come out and Belch 2007, p. 11). As Pride and Ferrell (2007, p. 493) explained, Integrated marketing Communication is an effective coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. A marketer thus requires to develop and employ all-embracing perspectives in coordinating this marketing efforts and mainly to ensure sending consistent messages to customers. Lamb, Hair and McDaniel 2008, p. 413) defined IMC as an effective coordination of all promotional messages, including traditional advertising, sales promotion, personal selling, event marketing and public singing for a particular companys produc t or services, so as to ensure consistency in every messages that company delivers or meets its customers with. This definition highlights a number of significant features, they are, effective coordination among more than one communication tools, ensuring consistency in messages etc. Maintaining consistency in communicating brand messages is searing element to create and build brand loyalty. The IMC of Emirates Airlines Emirates Airlines is one of the worlds fastest growing Airline companies and recently ranked to be worlds second most profitable carrier, just keister Singapore Airlines. Even when international airline industry has been experiencing an accumulated losses of more than $6 billion, Emirates Airline was able to increase its returns by 48 % to $ 637 million. Emirates Airline is part of the state-owned Emirate Group which is a large and change travel umbrella group wholly owned by the Dubai State (Graham, Papatheodorou and Forsyth 2010, p. 157). Behind the success of Emirates Airlines was its advertising campaigns that not only gave it informative and persuasive advantages but also helped the company gain access to a large number of markets. Emirates Airline has attracted tourists, businessmen and investors to United Arab Emirates which in turn accelerated the economic victimisation of the country as well. Emirates Airline has long been depending on various types of advertising modes and implementing different promotional techniques.