Critically evaluate some elements of Marketing Communications and their use to The Marine Hotel Introduction The ‘Post Crisis’ Consumer – Consumer behavioural shifts and how this has affected management Declasse Consumption – not spending money frivolously Cooperative Consumerism – Consumers connected to the brand Durable Living – Consumers looking for ways to extract value Marine Hotel’s Communication Objectives
Integration, the attempt to present a consistent message across the available promotional mix elements has always been important to successful organizations (kitchen and Burgmann, 2003)
IMC is the concept and process of strategically managing audience-focused, channel-centerd, and result-driven brand communication programs over time (kitchen and Burgmann, 2003) nternal/external integration. All internal departments and all external employed agencies are working together to an agreed plan and strategy. (Holm, 2006)
Vertical objectives integration. It means that communication objectives fit with marketing objectives and the overall corporate objectives (Holm, 2006) from a communicative perspective, is not the changing set of tools. More important is to adjust objectives and strategies to changing marketing and communication realities (Holm, 2006)
The characteristics commonly associated with the concept of strategy and strategic decisions are, first, that strategy is concerned with the long-term direction of an organization or a company. Second, strategic decisions are likely about to gain some competitive advantage. Third, strategic decisions are concerned with the scope of the organization’s activities. It is to do with what owners and managements want the organization to be like and to be about (Holm, 2006) Positioning