INTEGRATED MARKETING COMMUNICATION

INTEGRATED MARKETING COMMUNICATION 1.0 INTRODUCTION

Integrated Marketing Communications (IMC) is a concept that has caused considerable debate since its theoretical inception in the late 1980s. Although most academics and practitioners regard integrated marketing communications as a major communications development it is not fully accepted in academia nor fully adopted in the communications industry, largely because of its supposed difficulty to implement. While supporters of integrated marketing communications would argue that under current marketing thinking and in todays markets, effective implementation is critical to success, others would point to the belief that it is an old idea that has little evidence of ever being realized. It is indeed arguable whether integrated marketing communications is a truly new innovation in communications or an old idea revived through the intercession of modern technology. What most observers agree on is that integrated marketing communications is a good idea in theory but hard to implement in practice. Indeed, even its most fervent supporters would be forced to admit that translating the theory into practice could present organizations with immense problems. 2.0 HISTORY OF INTEGRATED MARKETING COMMUNICATION

The integrated marketing is focused on its concept. It is the creation of value, which is mean that the organization needs to be united and combine in the creation of distinctive or differentiated value. It is in order to achieve productive combination cooperation and function. The marketing history began in the 20th century and earlier. It was so complex and does not fully explore by the people. It was totally mixed up with a history of trade and economics. The concept of integration also arises as a result of recognition of disintegration, especially in the field of communication. The IMC was develop in the needs to make the fully combination by the powerful tool in marketing in order to fulfil the needs of total communication to the customer. The organization makes the domestic steps to use the entire medium in order to catch the customer interest, need and disseminates information across the nations.
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According to some observers said that the first idea of Integrated Marketing Communications was first introduced by Leo Burnett in a conference organized by the Association of National Advertisers sixty years ago and some other observers said that Coulson-Thomas in the early 3.0 DEFINING INTEGRATED MARKETING COMMUNICATIONS

There are a numbers of definitions of integrated marketing communications (IMC). In general, IMC is the practice of unifying all the marketing communications tools from advertising to point-of-purchase and packaging to send a unified, consistent message to the audiences of the companys offerings. This includes all elements of the marketing mix (product, price, place) and not just promotional mix (advertising, public relations, sales promotion and direct selling) alone. IMC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time. IMC considers all sources of brand or company channels which a customer or prospect has with the product or services as potential delivery channels for future messages. However, the most cited definition is that of the American Association of Advertising Agencies (4As) formulated in 1989. This stated that IMC was: a concept of marketing communications planning that recognises the added value of a comprehensive plan, that evaluates the strategic roles of a variety of communication disciplines general advertising, direct response, sales promotion and public relations and combine these disciplines to provide clarity, consistency and maximum communications impact. (Eagle and Kitchen 2000:667). This sees IMC as the process of using promotional tools in a unified way to create synergy and, by taking a holistic view, as an approach that also ensures the continual consideration of a brands contribution to and inclusion in each and every communication. Consequently, IMC is felt to be concerned with getting all of the various communications messages to work together in order to present a unified message. This brings IMC in line with the more general concept of relationship marketing when it suggests that it should seek to address all of the organizations relevant publics to the organization and not just focus solely on the customer. The rationale being that an organization needs to establish relationships both internally and externally, in
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order to establish closer relationships with and better serve its customers. Organizations are looking, through IMC to simultaneously consolidate its image, develop a dialogue and nurture its relationship with its customers at all point of contact. There are several important of IMC that can be derived from the definition. Use all forms of contacts: Marketing communications will take into consideration all forms of contacts in which the target market are exposed to. For example, the TV set where commercials are shown. Able to achieve synergy: By well integrating and coordinating the various promotional tools, the results from the combination of these media will be greater compared to the results if a single media is used. For example, TV advertising alone can create 10% awareness among the target audience, but if TV commercial is combined with sales promotion the awareness level may reached more than 40%. This is what meant by synergy, where the sum of the whole is greater than the sum of each individual factor. Affect consumer behaviour: an effective IMC should affect consumers behaviour, which can range from increased awareness to being loyal to the brand or product. In order to make IMC possible, any form of communication tools used must be directed at the right audience. Identifying the right audience or in marketing termed as targeting involves 3 important steps. Demographics variables Demographics variables are any characteristics of the population that can be measured. These include factors such as age, income, education levels, number of households, etc. Psychographics variables

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Popularly known as lifestyle segmentation. Lifestyle is not easy to measure, therefore measurement is made using variable that describe the lifestyle of the target audience. The variables used are: Activities Interests Opinions

Geodemographics variables

Geodemographic is a combination of demographics and psychographics variables. Using factors, the marketer believes that there are similarities between consumers in a given geographic clusters. Understanding the different ways of segmenting the market is important because of several factors: 1. Influence the message and the appeal that is going to be used in IMC. 2. Determine the choice of media 3. Avoid wastage-the message will not reached the non target group 4. Marketers are more focused in their strategies.

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4.0

ADVANTAGES & DISADVANTAGES OF INTEGRATED MARKETING COMMUNICATIONS 4.1 ADVANTAGES OF IMC

Although Integrated Marketing Communications requires a lot of effort it delivers many benefits. It can create competitive advantage, boost sales and profits, while saving money, time and stress. IMC wraps communications around customers and helps them move through the various stages of the buying process. The organization simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers. This 'Relationship Marketing' cements a bond of loyalty with customers which can protect them from the inevitable onslaught of competition. The ability to keep a customer for life is a powerful competitive advantage. IMC also increases profits through increased effectiveness. At its most basic level, a unified message has more impact than a disjointed myriad of messages. In a busy world, a consistent, consolidated and crystal clear message has a better chance of cutting through the 'noise' of over five hundred commercial messages which bombard customers each and every day. At another level, initial research suggests that images shared in advertising and direct mail boost both advertising awareness and mail shot responses. So IMC can boost sales by stretching messages across several communications tools to create more avenues for customers to become aware, aroused, and ultimately, to make a purchase carefully linked messages also help buyers by giving timely reminders, updated information and special offers which, when presented in a planned sequence, help them move comfortably through the stages

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of their buying process and this reduces their misery of choice in a complex and busy world. IMC also makes messages more consistent and therefore more credible. This reduces risk in the mind of the buyer which, in turn, shortens the search process and helps to dictate the outcome of brand comparisons. Un-integrated communications send disjointed messages which dilute the impact of the message. This may also confuse, frustrate and arouse anxiety in customers. On the other hand, integrated communications present a reassuring sense of order. Consistent images and relevant, useful, messages help nurture long term relationships with customers. Here, customer databases can identify precisely which customers need what information when... and throughout their whole buying life. 4.2 DISADVANTAGES OF IMC

Every concept has its dark side. Among the potential disadvantages of integrated marketing communications are that it encourages centralization (which may or may not be a good thing) and bureaucracy. It also has the potential to dilute creative opportunities as a result. In addition to the usual resistance to change and the special problems of communicating with a wide variety of target audiences, there are many other obstacles which restrict IMC. These include: Functional Silos; Stifled Creativity; Time Scale Conflicts and a lack of Management know-how. Take functional silos. Rigid organizational structures are infested with managers who protect both their budgets and their power base. Sadly, some organizational structures isolate communications, data, and even managers from each other. For example the public relations department often doesn't report to marketing. The sales force rarely meets the advertising or sales promotion people and so on. Imagine
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what can happen when sales reps are not told about a new promotional offer! And all of this can be aggravated by turf wars or internal power battles where specific managers resist having some of their decisions (and budgets) determined or even influenced by someone from another department. It shouldn't matter whose creative idea it is, but often, it does. An advertising agency may not be so enthusiastic about developing a creative idea generated by, say, a PR or a direct marketing consultant. IMC can restrict creativity. No more wild and wacky sales promotions unless they fit into the overall marketing communications strategy. The joy of rampant creativity may be stifled, but the creative challenge may be greater and ultimately more satisfying when operating within a tighter, integrated, creative brief. Add different time scales into a creative brief and you'll see Time Horizons provide one more barrier to IMC. For example, image advertising, designed to nurture the brand over the longer term, may conflict with shorter term advertising or sales promotions designed to boost quarterly sales. However the two objectives can be accommodated within an overall IMC if carefully planned. Summarizing the literature to date in the field of integrated marketing communications and highlighting the problems with which it is associated leads us towards a number of questions around whether it: May or may not be ethically sound; May or may not be an increasing form of social pollution; May or may be increasingly integrative as an organizational function; May or may not be in need of radical theoretical and practical reconceptualization It would seem that Integrated Marketing Communication is a concept designed for modern communications but which the communications would has yet to catch up with.
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5.0

PUBLIC RELATIONS

The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics. Public Relations can be viewed at a number of levels. By the end of the twentieth century the term PR (public relation) had entered everyday language. Public Relations jargon had become widely recognized and terms such as: Press Release Newsworthy written announcement distributed to selected media; Image - a perception of an organization or brand that exists in the minds of customers, stakeholders and publics;

Spin doctor public relations jargon for person who spins or creates positive stories ( a term often used to ridicule political advisers);

Soundbite the encapsulation of a message in very few words (for the purposes of television and radio journalism);

Positioning the process of creating a perception in the consumers mind regarding the nature of the company and its products relative to the competition; and

Relaunch the reforming of an entity following a dramatic or negative occurrence. The Institute of Public Relations (IPR) defined it for many years as (Jefkins 1994:7): the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics. These definitions place public relations at the very top of the
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organization hierarchy.

Indeed the increasing popular term corporate It is not

communication is strongly associated with these definitions.

uncommon in many organizations for advertising and sales promotion managers, as well as Public Relations Officers (PROs) and Press Officers, to report to the Director of Corporate Communications rather than the Marketing Director. In this type of organization marketing communication is seen as part of public relations. The alternative argument to this is that public relations are a part of marketing communications. The evolution of corporate communications and marketing public relations were different argued that they consisted of overlapping activities and encouraged their integration. Those aspects of public relations directly associated with communication with customers. Public relations as a subset of marketing are often associated with the term publicity. With publicity the goodwill and mutual understanding of the earlier definition relates more to building the image of the brand and creating associations between that brand and its publics. Despite the difficulties in accurately describing public relations, Public Relations Officers managers or directors (by whatever title) are usually involved with one, some or all of the following activities: Publicity positive message about the organization, its employees or other newsworthy stories designed to improve the image of the brand. Media management sustaining and utilizing long-term relationships with the media.

Corporate image publicizing the positive aspects of the organization. Research and counseling monitoring public and other (e.g.

government) opinion

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Internal marketing managing the organizations relationships with its employees

Shareholders and other financial relations informing and maintaining good relationships with shareholders and other stakeholders

Lobbying making the organizations news and arguments known to lawmakers

Crisis management limiting damaging publicity and managing the organizations response Community relations managing the relationship between the organization and the local community. This statement spells out the full role of public relations and highlights five important responsibilities associated with the brad function of research and monitoring. These are: Analysis of trends to investigate the current situation inside and outside of the organization; Predicting the consequences making determinations of likely outcomes

Counseling leader giving advice on future strategy and tactics

Implementing planned programmes of action defining the needs and managing the functional aspect of public relations including press relations, internal marketing

Serving

the

public

interest

social

responsibility

and

ethical

commercialism
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6.0

ADVERTISING

It was playing the important role in IMC which it is can easily connected various audients across the many type of barriers. It was easily and efficiently reach geographically among buyers which sometimes hardly to be reach. It is the suitable needs in marketing to build up a long term image for a product. It also can increase the sales and shall become the main factors or trigger quick sales. The advertising need cost which is sometimes can be affordable only for the some marketers. Certain form of advertising as a good example is TV require large amount of budget. For some advertisement sometimes highly cost the marketer and cant be affordable. Besides TV, marketers also can use newspaper which is more effectively in cost and give positive impact to the sales. Just the presence of advertising might have an effect on sales; consumers might believe that a heavily advertised brand must offer good value. Because of the many forms & uses of advertising it is difficult to make generalization. The criteria as follow can built the quality and credibility of the marketers and its product. i. Pervasiveness:

It means that the information about the product and company shall be spread throughout to the targets audience. Advertising permits the seller to repeat a message many times. It allows the buyer to receive & compare the messages of various competitors. Large scale advertising says something positive about the sellers size, power & success. ii. Amplified Expressiveness:

The process of enlarging and expanding the meaning to the audients advertising provides opportunities for dramatizing the company & its product through the artful use of print, sound & colour. iii. Impersonality:

The audience does not feel obligated to pay attention or respond to advertising. Advertising is a monologue in front of, not a dialogue with, the audience.

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7.0

DEFINING DIRECT MARKETING

Direct marketing is perhaps an area of marketing communication that has undergone little change as compared to others. However, we may not realise that direct marketing is also effective in strengthening consumer loyalty, targeting new consumers, providing consumers with better information, faster and finally benefit the company. There are many definitions of to direct marketing. Among the definitions are: 1. Direct marketing can be defined as an interactive system of marketing, which use one or more advertising media to affect measurable responses at any location. Direct marketing in effect, means bringing the market to the consumers home or place of work, instead of the consumers having to go to market.

2.

3.

Direct marketing is any form of one-to-one communication with potential customers.

7.1

Direct Marketing Techniques

There are many marketing techniques. Among the popular ones are:
1.

Direct Response Advertising Advertising that requires audience/consumers. some immediate reaction from the

2.

Direct Mail

Direct mail involved sending an offer, announcement, reminder or other item to a person at a particular address. Using highly selected mailing lists, direct marketers send out millions of mail pieces each year.

3.

Direct Selling

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Face to face presentation, demonstration and sale of products or services, usually at the home or office of a prospect by the independent direct sales representatives. Employed by firms such as Avon, Mary Kay and Tupperware.

8.0

DEFINITION OF SALES PROMOTION

Sales promotion consists of all marketing activities that attempt to stimulate quick buyer action or immediate sales of a product. Sales promotion is the offering of an incentive to make people act. It is a tool of urgency, designed to encourage buyers to act immediately before it is too late. It has the function of acceleration, being designed to increase the volume of sales by directly influencing the decision-making process and influencing the speed of decision. In addition, and it contrast to advertising, which is essentially a long-term tool, best suited to influencing buyer attitude and augmenting brand equity, sales promotion is predominantly a short term tool that is capable of influencing behaviour rather than changing long term attitude. Sales promotion involves which are additions to the basic benefits a purchase usually obtain when purchasing a particular products or service. The incentives changes a brands perceived price of value temporarily. Sales promotion is often combined with other marketing For example, trade promotions often communications tools to create powerful synergy. consumers. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial or purchase. Example of device used in sales promotion include coupons, samples, premiums, point-ofpurchase (POP) displays, contests, rebates and sweepstakes. (See Appendix 1). 9.0 STIMULATE PUSH OR PULL STRATEGY

enhance personal sales or in some cases advertising may announce special promotions for

Push strategies refers to promotional efforts by manufacturers directed at gaining trade support from wholesalers and retailers for the manufacturers product. This strategy is usually used
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when the product is new, complex or the product has many substitutes. On the other hand, pull strategy refers to marketing efforts directed to final consumers and is usually implemented with large advertising expenditures. These efforts create consumer demand to pull the product, some sort like a backward tug from consumers to retailers. A pull strategy is used when demand for the product is high and when there is high differentiation among products real or perceived benefits. In reality most companies adopt both strategies. 10.0 DEFINITION OF PERSONAL SELLING

Personal selling is face-face presentation of a product or an idea to a potential customer by a representative of the company or organisation. According to this definition, Personal selling is not mass selling. It involves one-on-one communication or interpersonal relationship. Personal selling differs from direct marketing, which uses non personal media to generate response. In personal selling, information is presented personally. Personal selling provide immediate feedback and adjustments to the message can be done immediately. The main task of personal selling is to build relationship. STRENGTHS AND WEAKNESSES OF PERSONAL SELLING

10.1

STRENGTHS 1. Flexibility. Can tailor presentation to suit needs of different customers. 2. Minimises wasted efforts. Message is offered only to the target audience of likely buyers. 3. Facilitates buyers action. One-on-one interaction allows specific request for action on a repeated basis, if necessary. 4. Multiple capabilities. Collection of payment, servicing the product, accepting returned products and collecting information. WEAKNESSES
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1. High cost. Cost of contract is high due to travel, lodging and salaries. 2. Finding and retaining salesperson. Both employee and management wants to maximize personal benefits. 3. Message inconsistencies. 4. Motivation. Difficult to motivate salespeople to use required sales techniques, technology and ethical behaviours. 10.2 ROLE OF PERSONAL SELLING IN INTEGRATED MARKETING COMMUNICATION (IMC) Integrated marketing communication (IMC) approach coordinates the use of all the marketing communication tools to create a synergistic effect that optimize the likelihood of sales. Unlike some marketing communication tools, which are strictly one-way communication, like advertising, personal selling involves a two-way communication between the salesperson and the prospect. In short, personal selling serves as a critical link between a company and its customer. The role of personal selling depends on several factors: 1. Type of market: Industrial versus consumer market. 2. Type of product : Simple, low-cost product such as cereal, require little persona selling because the promotional tasks can be done through advertising and sales promotion, Technical products and appliances, on the other hand, may require explanations, demonstrations or both, where usually salesperson is required. 3. The availability of distribution channels. 4. Criteria to determine the role of personal selling in marketing communication strategy: a. The nature of information that should be exchanged to promote product or services. b. The marketing communication objectives.

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10.3

TYPES OF PERSONAL SELLING

1. Responsive Selling In responsive selling, the salesperson reacts to buyers demand. For example, route drivers deliver products at a request of the client. 2. Trade Selling Trade selling is similar to responsive selling, primarily on order-taker, but more emphasis on services. Trade selling involves calling on dealers, taking orders, expediting deliveries, setting up displays and rotating stocks. 3. Technical Selling Technical selling normally sells services, solving customers technical problems through expertise and experience. 4. Missionary Selling The salesperson in missionary selling is not an order taker. His/her main responsibility is to explain a new product to the market before the total product is available to the public. For example, pharmaceutical sales representative explaining new drugs to doctors. 5. Creative Selling Creative selling is selling of new products or existing products to a new market. 6. Consultative Selling

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Consultative selling is form of relationship marketing, where the marketer builds rapport with customers and after closing the sales, ensures customer satisfaction and maintains relationship. 11.0 SUMMARY OF IMC

Integrated Marketing Communications (IMC) reviewed the popular definition of integrated marketing communications and suggested it was more than just media and marketing communications tools co-ordination (one voice) but included a dedication to customer focus, creativity, measurability, cost-effectiveness and interactivity. Further, it was seen to extend the organizations marketing communication to all customer contact points and internally, as well as industry and in organizations were seen as drivers to integrated marketing communications and the factors associated with these discussed. The problems associated with implementation were reviewed and potential barriers assessed including the specialist nature of the industry itself. In conclusion the potential advantages and were reviewed.

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12.0

CASE STUDY ON AIRASIA BERHAD 12.1 INTRODUCTION

Air Asia Berhad was set up by Dato' Tony Fernandes in 2001. It starts with only two planes till now it owns more than 72 aircrafts. Owned by Tune Air Sdn Bhd bought over AirAsia from government-owned conglomerate DRB-Hicom on December 2, 2001. AirAsia has been expanding rapidly since 2001 after proceeding to engineer a remarkable turnaround, turning a profit in 2002 and launching new routes and promotional fares as low as RM10. Air Asia is a low-cost airline. Its company based in Kuala Lumpur and operates scheduled domestic and international flights and is Asias leading low fare, no frills airline. It is also the first airline in the region to implement fully ticketless travel and unassigned seats. Air Asia has been expanding rapidly and is very popular among the travelling public thanks to its frequent low fare deals. Its main base is the Low Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport (KLIA. 12.2 AIRASIA VALUES

VISION To be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares. MISSION To be the best company to work for whereby employees are treated as part of a big family.
-

Create a globally recognized ASEAN brand. To attain the lowest cost so that everyone can fly with AirAsia. Maintain the highest quality product, embracing technology to reduce cost and enhance service levels.

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12.3

AIRASIA KEY STRATEGIES

Safety First Partnering with the worlds most renowned maintenance providers and complying with the world airline operations. High Aircraft Utilization Implementing the regions fastest turnaround time at only 25 minutes, assuring lower costs and higher productivity. Low Fare, No Frills Providing guests with the choice of customizing services without compromising on quality and services. Streamline Operations Making sure that processes are as simple as possible.

Lean Distribution System Offering a wide and innovative range of distribution channels to make booking and travelling easier. Point to Point Network Applying the point-to-point network keeps operation simple and lower costs.

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12.4

AIRASIA BUSINESS MODEL

The low cost airlines like AirAsia have changed the definition of airlines that air travel is a luxury and it is only for the upper segment of the population. The key objective of low cost carriers is to increase their reach and provide their services to a large segment. However, the low cost carriers are now facing some challenges in the market. AirAsia follow the Low-Cost-Carrier (LCC) business model in the airline industry, which can be characterized as below:

Low Cost Carrier (LCC) Business Model

Simple Product

Catering on demand for extra payment Planes with narrow seating and only a single class No seat assignment No frequent flyer programmes

Non-business passengers, especially leisure traffic and price-conscious business passengers

Positioning

Short-haul point to point traffic with high frequencies Aggressive marketing Secondary airports Competition with all transport carriers

Low Operating Costs

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Low wages Low airport fees Low costs for maintenance, cockpit training and standby crews due to homogeneous fleet

High resource productivity Short ground waits due to simple boarding processes No air freight, no hub services, short cleaning times, and high percentage of online sales

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12.5

SWOT ANALYSIS

To figure out the internal factors such as strengths and weaknesses, and external opportunities and threats to business objectives, a SWOT Analysis of AirAsia can be conducted and shown below:

AirAsia SWOT Analysis

Strengths Low cost operations Fewer Simple Penetrate markets incentive workforce management proven level, focused and aggressive management business model to consistently delivers that lowest fares and stimulate potential

Weaknesses Services resource is limited by lower cost effective, Limited human resources could not handle irregular situation that Government interference and regulation on airport deals and passenger compensation Non-central location of secondary airports developing it is always a challenge

Multi-skilled staffs means efficient and Brand is vital for market position and

Single type fleet minimize maintenance Heavy reliance on outsourcing fee and easy for pilot dispatch New entrants to provide the price-sensitive services

Opportunities

Threats
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Long haul flight is an trial to get Full service airlines start cut costs to undeveloped market share compete Differentiation from tradition LCC model Entrance of other LCCs by adding customer services or operation High fuel price decreases yield as full service airline with low fare Ongoing industry consolidation has Accident, terrorist attack, and disaster and affect customer confidence regulation and government

opened up prospects for new routes and Aviation airport deals policy High fuel prices will squeeze unprofitable competitors

out Increase in operation cost in producing value-added services System disruption due to heavily reliance on online sales

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12.6

AIRASIA MAJOR CHALLENGES

Increasing competition because of increasing number of low cost airline competitors,

and aggressive competition against the large or traditional airline companies. Customer decrease because of poor economy

Rising of the fuel prices

Higher labour cost

Inadequate infrastructure

Route and flight utilization

Safety and security issues of aircraft crash or being attacked

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12.7

IMC TOOLS USED BY AIRASIA

o o o o

Advertising Print Media Billboards Cooperative Advertising Broadcasting (Television) Direct Marketing Public Relations Sales Promotion Personal Selling

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13.0

CONCLUSION

With the tag that now everyone can fly, Air Asia become very popular among the user. Air Asia with its low fare has changed the paradigm to many people that everybody is affordable to all. By using various channel, Air Asia try to grab any opportunity to promote their aim at making travel easy, convenient and fun for its guest. They have their own target to identify their own potential customer. Air Asia are using anonymous medium and integrate all medium to communicate with the customer. By doing this many people get attracted and choosing to fly by using their company. They eliminate several barriers in communication and targeting the lower level and middle class income to use Air Asia. They then create a large base in domestic demand by giving the opportunity to the customer to use their services frequently. All prospects in marketing communication being integrated to ensure that target audience aware about their promotion and keep the good relationship to their loyal customer.

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APPENDIX 1 EXAMPLES OF SALES PROMOTION

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REFERENCE AirAsia Corporate profile, htttp://www.airasia.com. Date accessed 24/09/11. AirAsia Fact Sheet, http://www.airasia.com. Date accessed 24/09/11. John Egan (2007). Marketing Commmunications. Thomson Learning. Shirley V. Johnson (2005). The Role and Effectiveness of Public Relations in an Integrated Marketing Communications Program. Seton Hall University. Ubaidah Mohamad and Rozita Baah (2002). Marketing Communications. Institut Perkembangan Pendidikan (InED). Wong Pui Man (2009). Project Studies-Enabling Tehnology in Airline Industry.

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