The purpose of this report is explain the definition advertising and IMC, discuss how IMC working in our real life and business.
This report discusses the strength and weakness of advertising as a stand alone promotional tool, from the strength and weakness, I find out: Although advertising is important, the other tools of marketing communication are also very useful for firms to promote their products and services.
To face the challenge of advertising industry at present and future, managers have to improve the quality of advertising and always creating the advertising which have more new ideas than other companies. To win the competition in the modern business world today, the managers of advertising industries should keep on the strength and try to surmount the weakness of advertising
Table of Contents:
Executive Summary 1
1. Introduction 3
1.1 Definition of Advertising 3
1.2 Definition of IMC (Integrated Marketing Communication) 3
1.3 The functional areas of marketing communication 3
2. Discussion 4
2.1 The strength and weakness of advertising as a stand alone
promotional tool 4
2.11 The strength of advertising as a stand alone promotional tool 4
2.12 The weakness of advertising as a stand alone promotional tool 5
2.2 The growing of IMC 7
2.21 The definition of IMC 7
2.22 The process of IMC 7
2.23 The benefits of using IMC 8
2.3 The challenges for advertising industry managers 9
3. Conclusion 10
4. Reference 12
1.1 Definition of Advertising.
"Advertising is non-personal, paid announcements by an identified sponsor." (Duncan, T., 2005: 9)
And it also considered as "the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media." (Kitchen, P, J., Brignell, J., Li, T., Jones, G, S., 2004: 19)...