IMC - a UK ad' agency perspective

Article Abstract:

A study into the usefulness and value to UK advertising agencies of Integrated Marketing Communications (IMC) looked at arguments proposed by both practitioners and academics and found that IMC is not merely a fad but is being used increasingly by agency staff because it gives them a consistent, effective response. The study concludes that IMC is now an integral part of the custom and practice within advertising agencies and it is being shaped by developments in technology, users, customers and the need to maximize finite resources.

Marketing Management, Research, Analysis, Marketing industry, Integrated marketing communications

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Technology putting an end to mass marketing

Article Abstract:

Firms need to change their attitude towards mass marketing, as technology will not permit the conventional mass market to make a comeback. Marketing staff cuts and budget cuts have been made, and sales have fallen, showing how ineffective the current marketing programs have become. A new concept, Integrated Marketing Communications (IMC) has been introduced, enabling marketing professionals to use technology to succeed, by developing more efficient campaigns.

Usage, Science and technology policy, Technology

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Closed-loop process validates just-right marketing spending

Article Abstract:

Expenditure on marketing or marketing communications is a tough decision managers have to make because it is difficult to estimate what the company gains back. Most marketing models are still based on historical or expected sales. Database applications to marketing decision-making can solve this budgetary problem. Marketing can be treated as a variable cost. However, this will require a different accounting method and the use of technology.

Finance, Business enterprises

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