Marketing Essay Example | Topics and Well Written Essays - 1500 words - 2

Marketing - Essay Example IMC is considered as a magical bullet that enhances greater efficiencies of a business because it is an effective technique of communicating business goals, vision and mission, brand messages and any important messages to its people, especially customers. This research paper addresses marketing theories and underlying principles regarding Integrated Marketing Communication and examines how these have been practiced by Fly Emirates Airlines. In detailing the IMC practices of Emirates Airlines, this piece of research attempts to find various advertising and promotional activities that Emirates Company adopted to examine how they are integrated. Integrated marketing Communication Integrated Marketing Communication is a marketing communication strategy that a company aligns its communication objectives with business goals in order to accelerate its returns (Schultz and Schultz 2004, p. 3). IMC is a strategic and management tool that can help a company achieve greater competitive advantag es and ensure long-term profitability. It is used to plan, design and establish well-organized and coordinated brand communication program with customers, shareholders, employees and other stakeholders to ensure effectiveness and consistency in messages to be delivered (Belch and Belch 2007, p. 11). As Pride and Ferrell (2007, p. 493) explained, Integrated marketing Communication is an effective coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. A marketer thus requires to develop and employ broad perspectives in coordinating this marketing efforts and mainly to ensure sending consistent messages to customers. Lamb, Hair and McDaniel 2008, p. 413) defined IMC as an effective coordination of all promotional messages, including traditional advertising, sales promotion, personal selling, event marketing and public relation for a particular company’s product or services, so as to ensure consistency in every me ssages that company delivers or meets its customers with. This definition highlights a number of significant features, they are, effective coordination among more than one communication tools, ensuring consistency in messages etc. Maintaining consistency in communicating brand messages is critical element to create and build brand loyalty. The IMC of Emirates Airlines Emirates Airlines is one of the world’s fastest growing Airline companies and recently ranked to be world’s second most profitable carrier, just behind Singapore Airlines. Even when international airline industry has been experiencing an accumulated losses of more than $6 billion, Emirates Airline was able to increase its returns by 48 % to $ 637 million. Emirates Airline is part of the state-owned Emirate Group which is a large and diversified travel umbrella group wholly owned by the Dubai State (Graham, Papatheodorou and Forsyth 2010, p. 157). Behind the success of Emirates Airlines was its advertising campaigns that not only gave it informative and persuasive advantages but also helped the company gain access to a large number of markets. Emirates Airline has attracted tourists, businessmen and investors to United Arab Emirates which in turn accelerated the economic development of the country as well. Emirates Airline has long been depending on various types of advertising modes and implementing different promotional techniques.

Case Study #2 Essay Example | Topics and Well Written Essays - 750 words

Case Study #2 - Essay Example Health wise, in their old age, this group of people is susceptible to a variety of ailments that can negatively impact on their welfare. It can be noted that the major problem associated with large quantities of iron in bodies of older people is that it increases the risk of developing chronic diseases that are often life threatening. Conceptually, excess iron in the body has negative impacts in that it can cause chronic diseases among the elderly as stated above. However, it has to be noted that iron plays a very important role in the human body. According to Harmes (N.D.), â€Å"Iron is a mineral used by the body in the production of red blood cells. Specifically, iron is used in the production of haemoglobin which is the main protein in red blood cells and this substance carries oxygen throughout the body.† From this assertion, it can also be seen that without iron, the body will not be able to function properly given that the other parts will have inadequate oxygen. It can be argued that there are many factors, such as gender, health status, iron status, and intake of other dietary factors such as fibre that affect the way the body absorbs iron. In this case study population of the elderly American people, about one-fifth of the total daily iron intake is derived from iron-fortified cereals. However, f urther study is needed to determine which foods, including iron-fortified foods contribute to increased iron levels. Basically, there is need for a fine balance in the levels of iron in the body so as to avoid both risks associated with its inadequacy or its excessive quantities in the body. Given that the elderly are at risk of high iron stores in their bodies, it is recommendable for these elderly persons to consult a physician about their nutritional requirements before they embark on an iron supplementation programme. Consulting a physician first