Using a well known local (Singapore) company of your choice, explain why there is an imminent need for marketers today to understand
and apply the factors of the Integrated Marketing communications mix to achieve marketing success.
Max Word Limit: 1500
This essay should be written in a good academic style, whereby you need to cite your sources in the text and include a bibliography in
the end of the essay.
ï‚· In preparing this essay you need to read Chapters 1 of the course text book (“Advertising and Promotion” by Belch & Belch), and to
draw additional insights from the following articles.( I do not have the textbook, please google these articles below if possible)
o Cornelissen, J. P. (2001) Integrated Marketing Communications and the language of marketing development, International Journal of
Advertising, vol. 20, pp. 483-498.
Duncan, T., R., and Everett, S. E. (1993) Client Perceptions of Integrated Marketing Communications, Journal of Advertising Research,
May-June pp 30-39.
o Hartley, B., and Pickton, D. (1999) Integrated marketing communications requires a new way of thinking, Journal of Marketing
Communications, vol. 5, pp. 97-106.
o Hughes, G., and Fill, C (2007), Redefining the nature and format of the marketing communications mix, The Marketing Review, vol. 7,
no. 1, pp. 45-57.
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