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Importance of Integration in
Marketing Communication (IMC)

This paper evaluates and debates the components of the Pickton and Broderick IMC Process Model. It explains the importance of integration in marketing communications and it’s emergence and relevance in the corporate world. The paper references case studies, secondary research and includes a practical example of IMC which has been experienced in the workplace. It draws on the evidence from research and concludes with reflections on the importance of integration in Marketing communications.
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Cognitive and Behavioural Methods

Tesco, Jaguar and Virgin Atlantic

This paper explains what is meant by consumer behaviour, evaluates the behaviour of consumers for three different brands from different sectors which require high or low involvement in the buying decision. The paper analyses, evaluates and discusses three different models which cover the consumer buying-decision process, psychology, cultures and theories of motivation. Maslow's Hierarchy of Needs model was applied to Tesco's, Vance Packard's Eight Hidden Needs Model was applied to Jaguar and the AIDA Model of hierarchy of effects was applied to Virgin Atlantic. The paper concludes with a summary of the effectiveness of each of the models in evaluating consumer buying decision to each brand.
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An Evaluation of the Importance of
'Interpersonal Brand Delivery'

Mobile Phone Market

My research paper coins the term 'Interpersonal Brand Delivery' and investigates the current literature surrounding the delivery of brand in the telecommunications industry. It is considered that this was a unique investigation into the integration of interpersonal touch points, the brand delivery and the fulfilment of the brand promise to the consumer.

It is well-documented that the budget for brand delivery through advertising and PR is extensive, however it seems little focus (both monetary and academically) is given to the delivery of the brand through brand ambassadors and how this delivery influences purchasing decision.

The quantitative and qualitative research documented provides a strong argument for the importance of 'Interpersonal Brand Delivery' within specific demographic categories. These findings, supported by primary research, confirm the hypothesis of the importance of ‘Interpersonal Brand delivery’.

The challenge for mobile phone providers is to distinguish their services in a highly competitive market. This research paper is highly recommended for mobile phone managers and decision makers within any organisation with consumer touch points. The paper is underpinned by relevant theories, all of which are clearly documented.
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Effectiveness of the Planning Process

Marmite 'Love it, Hate it' campaign

The paper explains the concept of branding and why branding is a multi billion pound industry. It evaluates how marketeers leverage their brand equity into new product lines and categories through brand extension/stretching. The paper evaluates the possibilities for an existing brand like Nike to further stretch its brand into a new product line. The paper researches the Nike company history and products and proposes a brand extension product the Nike Bike.
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Brand Management

Branding and the brand stretching of Nike

The paper explains the concept of branding and why branding is a multi billion pound industry. It evaluates how marketeers leverage their brand equity into new product lines and categories through brand extension/stretching. The paper evaluates the possibilities for an existing brand like Nike to further stretch its brand into a new product line. The paper researches the Nike company history and products and proposes a brand extension product the Nike Bike.
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Corporate and Business Strategy

Thorntons plc

This paper explains the nature of Thorntons plc's past and current strategies. It distinguishes between corporate, business and organisational strategies. The paper comprises a brief history of Thorntons, an in-depth strategic analysis of their competitive advantage and evaluates their strategic choices and discusses different tools and techniques which are used to understand business strategy. The paper embraces the tools of SWOT and PEST in analysing the micro and macro environments which affect Thorntons. In addition, other models and techniques were applied such as the Boston Consulting Group (BCG) Matrix, the Ansoff Matrix and Porter's Value Chain. The paper concludes with recommendations on future strategies.
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