Application of integrated marketing communications to the fine-dining industry.

• Main Authors: Teo, Anne Marie., Wong, Anne Li.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• Online Access: http://hdl.handle.net/10356/14825
• Institution: Nanyang Technological University

The new era in marketing beckons new marketing communication strategies. Being able to communicate effectively and efficiently is no longer as simple as using mass media advertising. Integrated marketing communications (IMC) is increasingly being used by companies which want to communicate with its publics. The aim of this paper is to lay the foundation of planning an IMC program - with particular reference to the fine dining industry. Being small establishments, most fine dining restaurants do not have big budgets to embark on huge promotional campaigns. For these restaurants, their approach is different from big corporations. It is very important that their promotional campaigns are strategically planned so that the desired targets are reached. This paper will describe the steps in planning an integrated marketing communications campaign and also present a case study to illustrate the points.