Developing an Integrated Marketing Communications strategy Essay

Developing an Integrated Marketing Communications strategy - Essay Example ome of the features include the consumer purchasing characteristics, changing trends in the market, value preposition, and ethical consideration (Gould, 2000; Caywood, and Ewing, 2001). John Lewis is a popular departmental store in the United Kingdom that sells a range of products ranging from fashion, electronic and home wares. The departmental store has a wonderful range of products, excellent customer service, and wonderful employees who are referred to as partners. The paper focuses on John Lewis through an integrated marketing communication strategy that cuts across offline, online, social networks, and mobile strategies. The Autumn/Winter 2015 campaign strategy aims to expand consumer base by increasing product awareness, visibility to the consumers, increasing the sales, and expanding the communication channel. Besides, the strategies would help John Lewis expand its growing consumer base. The integration of advertising strategies makes it easy for the merchants to design a platform that eases the communication of a consistent message to all the customers that the organisation is targeting. Therefore, this paper will use features like consumer behaviour and the dynamic of the market in targeting the consumers. The integrated marketing communication strategy takes into consideration the variation of different consumers to get a platform that reaches out to a majority of the consumers in different platforms by communicating the same message related to the quality of the product and service delivery hence forming a heterogeneous approach with homogenous message (Hutton, 2006; DeLozier, 2006). The team at John Lewis understand that marketing require appropriate advertising strategies to capture the target market. The segment has been evolving from the conventional strategies to new methods that integrate several ways of reaching the target audiences. These strategies require planning and a thorough marketing research to identify the consumers and their

Leadership in management Essay Example | Topics and Well Written Essays - 2750 words

Leadership in management - Essay Example Opposed to this trait theory of leadership, evolved a system of understanding called the behavioural theories of leadership. Behavioural theories of leadership are based upon the idea that great leaders are made, not born. Rooted in behaviourism, this leadership theory focuses on the actions of leaders, not on mental qualities or internal states. According to this theory, people can learn to become leaders through teaching and observation. Conditioning occurs through interaction with the environment. According to behaviourism, behaviour can be studied in a systematic and observable manner with no consideration of internal mental states. Behavioral theories of leadership do not seek inborn traits or capabilities. Rather, they look at what leaders actually do. If success can be defined in terms of describable actions, then it should be relatively easy for other people to act in the same way. This is easier to teach and learn then to adopt the more ephemeral traits or capabilities. Thus , Behavioral leadership is a big leap from Trait Theory, in that it assumes that leadership capability can be learned, rather than being inherent. This opens the floodgates to leadership development, as opposed to simple psychometric assessment that sorts those with leadership potential from those who will never have the chance. A behavioral theory is relatively easy to develop, as you simply assess both leadership success and the actions of leaders. With a large enough study, you can then correlate statistically significant behaviors with success.