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Components of integrated marketing communication
Integrated marketing communication literature review
Integrated marketing communication literature review
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Communication is important in the process of sharing thoughts and messages with others. Naeem (2013) describes communication as a paste that maintains its combination with a channel of distribution. Within the function of communication, marketing is a vital issue that originates from a theoretical and management perspective. Communication in marketing would function as the task of transmitting significant information. Furthermore, communication is necessary to create networking system, brainstorm ideas, and advocate products or services. Effective communication occurs through the channel will transmit clearly and accurately. (Naeem, 1). All things considered, marketing is impossible without effective communication.
In regards to effective
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Marketers place attention at the customer first and foremost. Additionally, they will focus on the customer’s preferences, purchase patterns, exposure in the media, and more. Customers are exposed to a variety of products that fulfill the need of communication methods that may appeal to the customer. In other words, integrated marketing communication is described as an idea of marketing communication planning that incorporates and analyzes the role of diverse communication discipline to the clear, consistency, and substantial impact. Planning and careful execution are mandatory in marketing communication to fulfill the objective. In the long run, the system of integrated marketing communication begins with the customer and then, the work determines the appropriate methods to establish effective communication programs. This form of management notion is used in public relations, sales, advertising, and marketing. Therefore, integrated marketing communication has wider impact and includes more planning than traditional marketing (Naeem, …show more content…
Gurău (2008) accurately summarized the definition as “strategic coordination of all messages and media used by an organization to collectively influence its perceived brand value” (171). Other researchers mention that its definition is based around management of all types of marketing communication, brand placement, how messages are delivered, and the analysis of resources to reach a wider audience (Dinnie, 390; Holm, 24). Concepts of integrated marketing communications have remained distinguished since the 1990s (Holm, 24). Experts believe that elements are consistently clashing that will support any strategy. These elements are known as consumers, communication channels, and results. Furthermore, this means that information can be gathered from consumers, how the delivery affects the message, communication channels are analyzed to be effective in the appropriate strategies, and results are evaluated (Naeem,
The key strategic marketing concepts which would be important for the implementation in this project are various. From the effective Clarification of business objectives to customers to greater a market segmentation. The ability to create viral marketing with lateral communication could increase market opportunities.
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Given the changing market environment, the need for more efficient and cost effective marketing strategies has induced changes to the way marketers conduct their marketing activities and led to the adoption of more integrated approaches (Dewhirst & Davis, 2005). The consequence has been the adoption of a more holistic customer oriented approach to conducting marketing communication activities, a process often known as Integrated Marketing Communications (IMC) (Dewhirst & Davis, 2005).
The increasing process of globalization, coupled with an organization seeking to satisfy the needs of consumers globally, contributes significantly in embracing technology in the marketing process. In addition the marketing strategies are inclined towards reaching not only the targeted segment, but also potential customer that can be captured based on the market forecast of the firm. Therefore, integrating various tools of communication as well as platform of reaching out to a wide range of audience has been embraced by corporate globally. Notably, effective communication is vital in the marketing process (Percy, 2008). On the other hand, reaching out to a wide range of customers or audience in the advertising process in significant important. From this perspective organization can utilize both effective communication and a contemporary platform to reach to a wide range of
Today’s business environment is highly dynamic and competitive. In order to become successful, companies must use advanced marketing techniques and branding strategies. The significance of Integrated Marketing Communication (IMC) is therefore, very critical. IMC sends out a single message through different media vehicles, which helps the company to target a wide variety of audience. According to Gerber (2008), Integrated Marketing Communication is the process of using a combination of different types of marketing communication to send the same message to consumers. The following report lays an IMC plan for N...
General Purpose: I will inform, demonstrate, as well as persuade my audience into properly using the art of marketing with communication. As long as humans have existed communication through gestures, language, and a plethora of other methods have existed so why do we have issues getting as well as sending messages while marketing with communication?
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al. (1999) and Holm (2006) point out that IMC is one of a successful strategy that coordinates and integrates multiple marketing communication tools to efficiently and economically influence between a company and its existing and potential customers. Thus, IMC is perceived as a useful concept. It offers companies a competitive edge in attracting customers a...
According to Kotler (2012), Marketing is about identifying and meeting human social needs, thus it is not only about advertising and promotion it is more than this. It includes setting competitive price, communicating effectively with potential and existing customers and also introduction of new products.
As it was mentioned before, an understanding of what customers need and want is the main aspect in marketing. This understanding comes with communication process between people. Firstly, it has to be mentioned what communication means. In general, communication is a means of connecting people or places. In business, it is a key function of management. An organization cannot operate without communication between levels, departments and
The knowledge managers need to possess is technologically inclined and globalized. Effective management can enhance a company’s performance by contributing to employee and customer satisfaction, productivity, and development (Noe, Hollenbeck, Gerhart, & Wright, 2010). The first skill for managers to understand and practice is communication, because it is the foundation for all actions in the workplace and it allows the supervisor or manager an opportunity to build relationships with the overall workgroup without alienating anyone in the work environment (Roper, 2005). As a manager, it is very important to be able to communicate effectively. As Robert Kent, former dean of Harvard Business School, has said, “In business, communication is everything” (Blalock, 2005).
Several facts are changing in today’s marketing communications. More companies adopt the new concept of integrated marketing communications (IMC) to convey a consistent message about their brand and products. Hence, IMC has played a powerful role and developed into a useful strategy for company to reach more customers and build good customer relationships. According to Herstein et al. (2008), IMC is one of a successful strategy that coordinates and integrates all of marketing communication tools to efficiently and economically influence between an organization and its existing and potential customers. Moreover, marketers can combine IMC tools (advertising, sale promotion, personal selling, direct marketing and public relations) rather than separate practices to create values and avoid potential conflicts (Duncan & Everett, 1993). In fast food industry, fast food chains integrate advertising, sale promotion, sponsorship, packaging and Internet to promote their products as well as build brand image (Sperber, 2003; Story & French, 2004; Morrison, 2010). Advertising is most used form of communication and the most frequently utilized medium due to it easily contact the target market, especially on television advertising (Story & French, 2004; Case, 2007). In addition, simple toys and products are typically used by fast food chains in children’s meal to attract children and adolescents.
Communication is a process of sending and receiving information among people. Humans communicate with others not only by face-to-face communication, but also by giving information by the internet and printed products such as books and newspapers. Many people believe that the significance of communication is like the importance of breathing (Hasan, 2015). Although this may be considered as true, communication facilitates the spread of knowledge and forms relationships between people. Communication is a very important aspect in all walks of life. Communication helps to understand one another in the world in which we live and it is key to success in relationships, in the workplace, as a citizen of this country, and across a lifetime. The ability to communicate comes from experience.
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...