You have been newly appointed as Promotions Manager to a company - Your task is to convince your managing director to consider an IMC campaign.

... M K T 3 1 0 Promotions Management Assignment One Due Date: Wednesday, 24 March 2004 Value: 20% Student Name: Laura Hughes Student Number: 94083572 Table Of Contents Assignment Question Page 3 Executive Summary Page 4 Introduction: Company Overview The Australian Jockey Club Page 5 The Racing Industry Page 5 The Marketing Challenge Page 5 Literature Review: Integrated Marketing Communications (IMC) Definition(s) of IMC Page 6 IMCs Status as a Theory Page 7 Changes that Led to IMC Page 7 Key Features of Integrated Marketing Communications (IMC) IMC + Target Audiences Page 9 IMC + Relationships Page 9 IMC + Synergy Page 10 IMC + Marketing Mix Page 11 IMC + Outside-in Planning Page 12 IMC + Integration Page 13 Conclusion Page 15 References Page 18 Assignment Question Topic You have been newly appointed as Promotions Manager to a company. Your managing director thinks that integrated marketing communications campaigns are not useful for your organisation. Your task is to convince your managing director to consider an IMC campaign. Write

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