... brand-consumer relationship. The objectives of any marketing communication process are to create brand awareness, deliver information, educate the market, and advance a positive image of the product brand. In simpler terms, "IMC refers to speaking with one voice, eliciting a response." Therefore, "IMC is a return to building brand loyalty by building brands that deserve loyalty." India is one of the ... others in order to succeed in the long term. Employee performance attitudes reflect morale within the marketing department and also relations with other departments and groups. The effec...

• Word Count: 1553
• Approx Pages: 6
• Grade Level: Graduate

... of the company's integrated marketing communications (IMC) strategies. An alternative way of looking at ROI will also be discussed, looking at returns on engagement, objectives, and opportunity. In terms of hard metrics, or measurement on return, ROI is the standard bearer, measuring profit earned from each of Priceline.com's investments in marketing. Not unlike the return on your bank ... account or investment portfolio, ROI looks at the profit in terms of a percentage, as derived from (return-investment)/investment. From a marketing standing however, and unlike investment ROI, Pricelin...

• Word Count: 729
• Approx Pages: 3
• Has Bibliography
• Grade Level: Graduate

... thinking. Now, marketing communication has changed its traditional role as a tactical activity to a new role of strategic management tool. Therefore, marketing communication is not just about making tactical decisions in terms of communications. It is about thinking and elaborating business strategies that will impact the entire business organization. Scope and Areas of Work        Marketing communication functions within a marketing framework. Traditionally known ... ' complementarities. The most important concepts must be known to understand the author's line of reasoning involving...

• Word Count: 2453
• Approx Pages: 10
• Has Bibliography
• Grade Level: Graduate