Integrated marketing communications Christmas campaign for Raffles City shopping centre.

Abstract

This report consists of two parts. the first half is an in-depth literature review on Integrated Marketing Communications (IMC) which consolidates the viewpoints of academics and practitioners on specific areas of IMC: the concept, its development, strengths, individual components, applications, status in the industry and in Asia, and future directions. The theoretical study on IMV is subsequently applied to the development of an IMC campaign for a real-life client, Raffles City Shopping Centre. The detailed proposal of a Christmas campaign for RaFFles City this year, which constitutes the second half of the report is developed using background information provided by the client, market research conducted on shoppers and competitors, strategic and creative planning, as well as the knowledge garnered from the literature review on IMC.