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PGBM56 Report – Integrated marketing communications: A comparison of Bentley in the UK and China.

Report - Integrated marketing communications: A comparison of Bentley in the UK and China.

PGBM56 Report – Integrated marketing communications: A comparison of Bentley in the UK and China.

Module – PGBM56 – Global Integrated Marketing Communications

Goal – Critical Evaluation of Current Integrated Marketing Communications Practice

University of Sunderland

Executive summary

Integrated Marketing Communications is a process of communication, one that enables a company to reach its target market and influence their consumer behaviours. This report has sufficiently analysed how IMC has been adopted by Bentley both in the Chinese and the UK market. Therefore, the report has looked at the integrated marketing communication practices employed by Bentley to reach the target audiences. Hence, the report started by analysing Bentley’s target audiences in UK and in China. Bentley Motors targets the primary and the secondary audiences, aged 18-28 and 40-65 years respectively. The report also assessed the key messages communicated by Bentley. It established that the company communicated messages of the vehicles’ charm, memorable journey with the consumers, innovation and developments, quality and consistency.

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Further, the report used Duncan and Moriarty’s model (1998) to establish the appropriateness of the key messages communicated, to the target market. The report further delves into the media and tools used by Bentley to relay the messages, hence establishing that the company uses such tools and communication strategies such as broadcast media, print media, publicity/public relations, interactive/internet, direct marketing, sales promotion, events and sponsorships, and point of purchase. The report then used the four-stage model by Kitchen and Schultz (2000) to establish how the communication activities assist in attaining the organisation’s objectives.

Report - Integrated marketing communications: A comparison of Bentley in the UK and China.
Report – Integrated marketing communications: A comparison of Bentley in the UK and China.

The key challenges surrounding the IMC at Bentley both in UK and in China were sufficiently analysed and recommendations were made for purposes of improving the process of Integrated Marketing Communications.These recommendations include the need for Bentley to target a younger age group 13-19 since they adopt technology at an early age hence they would have access to the company’s apps. These target customers would follow the company’s updates and trends more easily than visiting the factory. It is also recommended that the company in China should use such online platforms through such social media sites as TenCent Weibo, Qzone and Sina Weibo so as to reach out to more customers in the Chinese market.

Introduction

Integrated Marketing Communications (IMC) is a process of communication that involves planning and organising, creation, incorporation, and implementation of different marketing techniques such as sales promotions, publicity releases and features, advertisements and events(Kotler &Gertner, 2011). These techniques are delivered with timeto the target customers of a particular brand. IMC has an ultimate goal of influencing of affecting, directly, the target audiences’ behaviour and purchase decisions. IMC takes a good consideration of the various sources of contact that a target customer has with the particular brand, and thence uses these to convey particular messages using the communication tools and methods that are applicable to the targetcustomer(Dinnie at al., 2010). IMC requires the consistent delivery of a particular message by the communications media.

Bentley Motors is a car manufacturing company that deals in premium brands. It is a British company that has branches in many countries including China. This report shades light on IMC as adopted by Bentley Motors in UK and in China(Schultz, Chu & Zhao, 2015). It analyses the various IMC practices employed by Bentley to reach the target audiences. The report also assesses the challenges in the adoption of IMC, emanating from both the external and internal environments. In addition, the report highlights the academic model to used measure the level of IMC present at the company. Ultimately the report offers recommendations of how the organisation can better use tools of communication to achieve the integrated IMC. These recommendations encompass the need for the company to target a younger age group 13-19 since they adopt technology at an early age hence they would have access to the company’s apps. It is also recommended that the company in China should use such online platforms through such social media sites as TenCent Weibo, Qzone and Sina Weibo so as to reach out to more customers in the Chinese market.

Integrated marketing communication practices employed by Bentley to reach the target audiences

Target Audience

Bentley targets two sets of audiences, the primary audience and the secondary audience (Monga et al., 2012). The primary audience consists of the ambitious and well-educated young adults, both male and female, aged 18-28 thereabout. These youths targeted are individuals who appreciate and embrace digital communication, brand presence, technological innovation and development, and luxurious lifestyles (Shende, 2014). They would definitely aspire to possess a Bentley vehicle some time in their lives and hence take pride in the car’s status. These young adults can align their knowledge to the company’s goal of revolutionising its PR and marketing fields to the mobile and online platforms (Monga et al., 2012).

On the other hand, the secondary audience comprise of the individuals who are in the upper class. These individuals are aged between 40 and 65 years thereabout. The expectation of these customers is to spend a minimum budget of $150,000 on a vehicle that offers modern convenience, presence, refinement and luxury (Raghu, 2013). Most of these individuals are looking to acquire powerful and large luxury sedan and coupe. Their aim is to display elegance by owning vehicles acquired from a brand that is a leader in class. These customers are never worried about spend issues; rather they have money enough to make large purchases. They therefore refuse to own or even drive merely cheap vehicles. The secondary audience more often than not completed their undergraduate studies and live in prominent and wealthy neighbourhoods (Shende, 2014). They have a clear understanding of value for money. These consumers are always family people, most likely married and with children who are either in college or already in a corporate world (Raghu, 2013).

The Key Messages Communicated

The integrated communication plan employed by Bentley comprises of media plan as well as marketing communications materials that focus on depicting the charm of the vehicles. A campaign was incorporated that enabled the existing owners to access the pre-built demonstrator that reminded them of the memorable journey whilst owning the Bentley vehicles. Hence, some of the key messages portrayed by Bentleyto its customers are the charm and character of the vehicles and the memorable journey that the customers share with the vehicles.

One of the models of Bentley depicting the key message - Bentley Motors, 20
Figure 1: One of the models of Bentley depicting the key message – Bentley Motors, 2015.

Another key message passed across by Bentley is the level of quality that is focused on at the production process, to suit the needs of the consumers. Hence, Bentley boasts of it being the top premium brand in China since it has stylish features, luxury and exquisite performance qualities (Bentley Motors, 2015). The company is therefore confident of the customer loyalty and tremendous passion for the brand by the Chinese consumers.

Bentley’s EXP 10 Speed 6 that made a debut in Shanghai on April 2015
Figure 2: Bentley’s EXP 10 Speed 6 that made a debut in Shanghai on April 2015 – Bentley Motors, 2015

Also, the company portrays another key message through its latest innovation and development. The company will launch Bentley Bentayga later in the year 2015. This new product is a built in recognition of the nature of the environment at UK; hence passing the message of heritage and the vehicle’s ability to withstand any hostile environmental conditions.

The logo of the Bentley Bentayga - Bentley Motors
Figure 3: The logo of the Bentley Bentayga – Bentley Motors, 2015.

Last but not least, the company also passes a key message of consistency. This implies that the company is consistent in combining strong performance, speed, elegance, luxury and exclusivity. This has been witnessed over the years even after the launch of the enviable post-war Bentley known as R-Type Continental in the 1950s.

R-Type Continental - Bentley Motors
Figure 4: R-Type Continental – Bentley Motors, 2015.

The appropriateness of the messages to the target market

Bentley employs the model offered by Duncan and Moriarty (1998) in its strategies to attain consistency and integration for an overall achievement of brand stewardship. The company has successfully managed to attain a brand value through a strong brand image in the automotive industry. The figure below depicts the marketing model as elucidated by Duncan and Moriarty (1998). The model portrays that in marketing communication, the appropriateness of the key messages should encompass the creation and sustenance of relationship, whilst maintaining consistency and a strong influence for organisational drivers.

Model Showing the communication-based marketing - Duncan and Moriarty, 1998.
Figure 5: Model Showing the communication-based marketing – Duncan and Moriarty, 1998.

The messages improved the brand loyalty as the existing customers both in UK and in China have been consistent in remaining loyal to Bentley as a result of the key messages that the company communicates (Jaw et al., 2011). The message of consistencyby Bentley both in UK and China markets in matters regarding the combination of strong performance, speed, elegance, luxury and exclusivity has led to a widened customer base in both markets. Therefore, it is safe to say that increased productivity hence improved profitability of the company in both markets has resulted from the key messages communicated. This is depicted in the figure below.

Bentley’s Facts and Figures - Massey, 2013.
Figure 6: Bentley’s Facts and Figures – Massey, 2013.

The tools and media used to communicate

In order to analyse the various tools employed by Bentley Motors to communicate to the target market, the figure below will be used.

IMC contact/communication tools and media
Figure 7: IMC contact/communication tools and media – Slideshare, 2015.

Bentley Motors applies most of the communication tools shown in the figure above. The basic elements of the company’s communication tools and media as employed in both the UK and China markets include broadcast media, print media, publicity/public relations, interactive/internet, direct marketing, sales promotion, events and sponsorships, and point of purchase(Slideshare, 2015). The company announced its continuous partnership for two years, with a luxury fashion magazine known as Harper’s Bazaar, in UK. Through the sponsorship of a segment called the Bazaar Art, Bentley communicates its involvement in art, targeting the female audience in a powerful way, through professional and exceptional photography (Bentley Motors, 2015). Bazaar Art also has an online hub that complements Bentley’s internet communication tools, as it promotes the company’s brands online.

Bentley further communicates its brands through social media sites such as Facebook, Twitter, Pinterest, YouTube and Instagram. Through these online social platforms, the company interacts with its customers and target audience, displaying the various brands, the features and their advantages; hence depicting the competitive edge (Shimp& Andrews, 2013). The company uses the internet throughthesesites to inform or educate its consumers of the various product features. Also, through these sites, the company performs persuasive advertising since the company, through its social media management team, is able to interact and chat with consumers(Castronovo& Huang, 2012). This communication tool, when well employed by the company, yields great results and it has proven to develop and sustain effective customer relationships both in the China and UK markets.

In addition to these tools, Bentley has also ensured that its customers enjoy the Bentley experience through the factory visits. The company allows the customers to visit the showrooms both in China and UK and hence communicating the brand features and performing direct marketing(Stephen &Galak, 2010). The company opens its doors to customers and target audiences during weekdays’ working hours at Crewe, UK (Bentley Motors, 2015). This direct interaction with clients gives the company an opportunity to lay down visible facts as in regards to the craftsmanship, quality, consistency and brand value in the production process of Bentley automotive products(Woolley, 2011). The company also communicates to the customers about the engineering and design that is world-class. The factory visits also gives the customers an opportunity to address their needs to the personal hosts available, thereby specifying their interests and tastes, and thence taking time to witness the production of the vehicles. This intensifies the relationship between the customers and the company(Thorson & Moore, 2013).

Key similarities and differences in IMC used between China and UK

One key similarity between IMC in UK and in China is the employment of the company website to relay crucial and timely information to its customers. This information regards upcoming events and sponsorships, and the latest innovations and developments in the production. Another similarity is the use of the social media to involve the customers and interact with them within and without the two countries. The targeted audience in the two countries, UK and China, is also the same for primary and secondary audiences. This similarity in the target audiences has led to the employment of similar communication tools and media in the two countries.

On the converse, the company has differences in the approaches of IMC between China and UK. In the Chinese market, the communication strategies used are majorly the TV and print media. However in UK, due to the close proximity of most customers to the factory sites, direct market and personal selling is employed through the open factory visits. In UK, some brands are customised to the geographical location and environment hence the use of such a name as Bentley Bentayga is relatively highly significant in communicating to the audience within the locality. This would be quite different for the target in China and hence the company relay various messages through sporting events, for example, in Shanghai and other towns in China.

How the communication activities help in attaining objectives

Schultz and Kitchen (2000) developed a four-stage model that can be employed in the analysis of how the communication activities helped Bentley Motors to attain its set objectives.

Four-stage model by Schultz and Kitchen
Figure 8: Four-stage model – Schultz and Kitchen, 2000.

The model above depicts the different communication activities at four stages, giving details of the various objectives set to be achieved at every stage. Under the first stage, Bentley executes effective marketing communications that are tactical and timely. The company has a marketing department that is well organised, ensures efficiency, effectiveness and a reliable relay of information in a fashionable manner. The scope of marketing communications is established through the customer feedback through the various interactions in the company’s websites and the social media sites like YouTube, Pinterest, Twitter and Instagram. The company needs to maintain dependable sources of data were it to build databases that are integrated internationally. For Bentley Motors, the marketing communications scope is determined by the extant customer knowledge and good planning in regards to the future expectations, in addition to the dynamics in the external environment (Bentley Motors, 2015). Information technology is incorporated in the process of IMC through the engagements of customers on such platforms as the company’s apps that can be accessed through mobile phones and tablets. The company also performs an evaluation of the database so as to make sure that the consumer preferences are met and addressed with the required urgency. This therefore gives the company the ability to come up with various ways and policies of targeting customers as well as incorporating different segmentation that targets different groups in the market. This case is mainly witnessed in the Chinese market as the company has opted to develop content that is relevant to the target market and also to modify the website, in Chinese language, to meet the needs of the consumers. In the fourth stage of the Kitchen and Schultz model, strategic and financial integration is addressed. The previous stages have processed that are incorporated into the goals of the company and these processes are implemented in accordance to the financial ability of Bentley. To this effect, Bentley Motors monitors and evaluates the alterations in marketing communications from their capability to spur the higher returns on investment of the organisation. Media tools bring the highest profits to the organisation. Therefore, they are employed constantly as the relevant marketing techniques for the organisation across time.

Key challenges of practicing IMC at Bentley Motors

Issues at Bentley Motors

One major challenge that faces Bentley Motors in its bid to adopt and implement IMC is the lack of the best strategy to employ in the two markets; China and UK. Internationalisation of business comes with sophistication since the cultures and values practised in different markets call for unified strategies that address different markets (Yeshin, 2012). Although Bentley is a company with capabilities in terms of resources, lack of strategy leads to inefficiency and counter-productivity. Another challenge that faces the brand marketers is the lack of consistence in employing all the necessary tools in marketing communications. This challenge has contradicted the marketers’ claims that they are great proponents of IMC.

For effective management of marketing communications, brand managers at Bentley employ the skills of suppliers who are independent of Bentley. These suppliers include PR firms, direct advertising firms, advertising agencies, sales promotion agencies as well as special-event marketers (Davidson, 2010). Hence, due to the presence of many elements of the marketing communications program, there arises a difficulty as pertaining to co-ordination of these elements. This further causes complications when various specialised services run their programs independently and without integration of other services in the program(Dahlén, Lange, & Smith, 2010). As a matter of speculation, few service providers in the field of marketing communications are able to organise and deliver programs that influence all major elements of the marketing communications(Davidson, 2010). Advertising agencies are known, for a long time now, for offering a relatively greater extent of services as compared to other specialists/service providers in the industry. However, most of these agencies lack the strategies to carry out direct advertising; fewer of them have departments that are responsible for delivering sales promotions, publicity campaigns and special events (Dahlén, Lange, & Smith, 2010). For IMC to be a large scale activity, there needs to be major changes and developments in the marketing departments’ culture, as well as that of the service providers. This is despite the fact that a large number of the advertising agencies has incorporated more services and also the fact that emergence of full-service agencies has been witnessed (Yeshin, 2012).

The level of IMC present at Bentley UK and China

The figure below shows the model that will be useful in assessing the level to which Bentley UK and China has adopted Integrated Marketing Communications.

Integrated Marketing Communications Model
Figure 9: Integrated Marketing Communications Model – Marketing Humor and Wisdom, 2012.

The integration of the various marketing communication strategies has seen Bentley Motors target a wide variety of customers both in China and in UK.  This integration has impacted on the consumer market, drawing more customers to the company (Slideshare, 2015). To that effect, the company has put in place such activities as portrayed in Figure 9 above. The activities include strategic planning, media planning, brand partnerships, results tracking, print, broadcast, interactive, direct, and outdoor activities (Bentley Motors, 2015).Bentley Motors has been successful in enhancing a communication strategy that speaks with one voice. The company has also maintained key messages that are clear and consistent hence enhancing a consistent brand image that the target market can identify with. The company’s integrated communications by the employment of advertisements have also been instrumental in delivering consistent and organised messages. The customer loyalty experienced in the target market has been witnessed even though the company faces high competition in the automotive industry. The company’s management has sought to ensure that there is coordination between the integrated marketing activities so as to maintain an effective competitive strategy in the China and UK markets.

Bentley’s New Year Campaign design in China
Figure 10: Bentley’s New Year Campaign design in China – Source: West, 2013.

The model employed by Bentley seeks to ensure that the advertisements are inclusive of image and behaviour oriented messages so as to effectively communicate to the target audiences. Brand advertising and PR effectively depict messages that are image oriented. However, the messages that are focused on behaviour are well communicated through direct marketing and sales promotions. According to Theaker & Yaxley (2012), the company’s advertising that focuses on image has been witnessed through the diverse long-term PR activities that the company engages in. One of these activities is the 12-hour charity challenge that seeks to raise money for Care2Save charity initiative in UK. Brand communication is however different in China in that the company blends its strategy with the culture in China. This has been witnessed by the fact that Bentley Motors, in 2013, developed a marketing campaign that used the conventional Chinese New Year shapes as shown in Figure 10 below.  In China, through this New Year Campaign, Bentley used digital media, print, social media, posters, floor and window graphics and also greeting cards.

Bentley Motors has employed all these strategic marketing communication means both in China and UK markets and thus it has reaped great returns on investment (ROI) (Davidson, 2010). The limitation of employing these marketing techniques however is the fact that the integrated marketing communications used do not fully exploit the social media platform in China and therefore this would limit the number of customers targeted (Dahlén, Lange, & Smith, 2010).

Recommendations

Due to the economic constraints and the increasing levels of competition in the automotive industry, Bentley should adopt new media and communication tools to access and influence the target customers. One reliable way would be to employ new forms of communication technologies and media platforms to reach the markets in UK and China. In regard to this, the company should target a lower age bracket of customers that is 13-19. This is because at this age bracket, early adoption of technology occurs hence these target customers can adopt the use of the company’s applications(Shankar et al., 2010). These applications will communicate the brands’ trends and their features hence influencing the customers’ purchase decisions leading to higher profitability and competitiveness of Bentley. The age group targeted is more susceptible to follow the company’s trends through the phones and tablets; unlike the traditional means of communication that encompasses visiting the factory or attending events sponsored by the company(Men & Tsai, 2012). The other proponents for this strategy is the fact the target group aged between 13-19 most likely live with their parents and therefore they could be restricted from attending company events and visiting the factory. Therefore, the use of applications would enable them to follow the updates about Bentley’s brands at the convenience of their homes(Men & Tsai, 2012)

Also, other media strategies should be employed more especially for the Chinese market. The social media sites that the company should adopt whilst targeting the Chinese audiences should be TenCent Weibo, Qzone and Sina Weibo (Chiu, Lin, & Silverman, 2012). These sites yielded higher levels of information sharing in 2012(Chang & Zhu, 2012). Qzone offers a good platform for customer engagements through blogs (Zhang, DiFranzo&Hendler, 2014). Qzone/QQ is a social platform that has monthly users of over 700 million; Sina Weibo has 400 million users; and Tencent Weibo has 200-250 million users (Graham, 2014). All of these sites have a large number of users and therefore the use of these sites would guarantee access of a wider consumer market.

Conclusion

Integrated Marketing Communications is a process of communication, one that enables a company to reach its target market and influence their consumer behaviours. This report has sufficiently analysed how IMC has been adopted by Bentley both in the Chinese and the UK market. Therefore, the report has looked atthe integrated marketing communication practices employed by Bentley to reach the target audiences. Hence, the report started by analysing Bentley’s target audiences in UK and in China. Bentley Motors targets the primary and the secondary audiences, aged 18-28 and 40-65 years respectively. The report also assessed the key messages communicated by Bentley. Hence, it established that the company communicated messages of the vehicles’ charm, memorable journey with the consumers, innovation and developments, quality and consistency. Further, the report used Duncan and Moriarty’s model (1998) to establish the appropriateness of the key messages communicated, to the target market. The report further delves into the media and tools used by Bentley to relay the messages, hence establishing that the company uses such tools and communication strategies such as broadcast media, print media, publicity/public relations, interactive/internet, direct marketing, sales promotion, events and sponsorships, and point of purchase. The report then used the four-stage model by Kitchen and Schultz (2000) to establish how the communication activities assist in attaining the organisation’s objectives. The key challenges surrounding the IMC at Bentley both in UK and in China were sufficiently analysed and recommendations were made for purposes of improving the process of Integrated Marketing Communications.

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