Many new marketing communication options are today available to marketers due to rapid growth and new development of new technologies. In 1993 a new concept called integrated marketing communication was introduced by Schultz, Tannenbaum and Lauterborn. As Keller (2001) said that there is no area in marketing industry has seen more changes affected than marketing communication in the pass years. Integrated marketing communication or IMC was introduced to the marketing and advertising world by its useful advantages for a company beneficiary. Ejebro (2007) said that IMC highlights the use of many different communication tools, especially the internet which is used by millions of people today, it also aims to synchronize and organize the communication. …show more content…
The researchers also present a conceptual framework where they developed testable research prepositions toward IMC theory development. In their study, they state that marketing communication is the voice of a brand and also it is where the companies can develop a dialogue with consumer concerning to their product offerings. They interpret that IMC is to interact, to create a consistence strategy, and complementarity as synergy constructs. They define IMC strategy as an establish processes which include the planning, development, execution and evaluation of synchronized, persuasive brand communication programs together with the consumer, customers, prospects, employees, associates and other targeted audiences which is relevant in external and internal. The study is relevant to our research in terms of how the researcher look into organization structures and cultures that is conductive to developing effective IMC strategy. In their study they aim to explore IMC as an integral part of a firm’s overall brand equity strategy in which it is different in our study. The researcher is focus on the overall brand equity strategy which is not our …show more content…
Based on the research in the business environment, consumer-oriented and psychologically driven strategies had more response in sales. Mass media and traditional advertising is a recognized and effective tool that is widely used. Integrated marketing communication is becoming noticeable with more consistent communication ties with brand to consumer. And over time, IMC evolved in terms of awareness, image, functional, consumer-oriented, stakeholders, and relationship integration. Through promotion and the marketing mix components, consumer satisfaction had reached a high level with the right points. The research is all about a study on integrated marketing communication on promotional elements which also similar to our study because it discussed IMC which is focus on the promotional elements. It highlighted on promotion, which is very helpful in our study. Though, the research presented is on general term and didn’t focus on a specific company’s problem which is different in our
An integrated marketing campaign is a marketing tool which is delivers the information products or services to each customer at the right time with the highest value and profitability to the customer.
Integrated Marketing Communication (IMC) is a communications process that entails the planning, creation, integration and implementation of diverse forms of marketing communications (advertisements, sales promotions, publicity releases, events, etc) that are delivered over time to a brands targeted customers and prospects. The goal of IMC is ultimately to influence or directly affect the behaviour of the targeted audience. IMC considers all sources of contact that a customer / prospect has with the brand as potential delivery channels for messages and makes use of all communications methods that are relevant to customers /prospects and to which they might be receptive. IMC requires that all of a brands communication media and messages deliver a consistent message. The IMC process further necessitates that the customer / prospect is the starting point for determining the types of messages and channels that will serve best to inform, persuade and induce action. (Shimp 2003)
Fill, C., 2002. Marketing communications: Contexts, Strategies and Applications. 3rd ed. Harlow, England: Financial Time Prentice Hall.
According to Hall (2008), communication mix is a term used to depict the arrangement of tool where a business can use to convey and communicate successfully the advantages of its good or services to its client. It is crucial for a company to fulfil what customer need and wants in order to get and exceed customer expectation. Thus, company need to choose a suitable platform of marketing in order to boost up the sales and profits. There are several characteristic of marketing and factor that organization must select and consider in order to decide best communication mix in marketing. The organization can select whether they want do advertising, sales promotion, public relations and publicity, personal selling also considering the type of product
“Integrated marketing communication simply recognises the need to plan and build up all relevant marketing communications so that they work together in harmony to the greatest effect with greatest efficiency” (Pickton and Broderick, 2001: 47)
Schultz and Kitchen, 1997, Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study, available from http://uts.cc.utexas.edu/~tecas/syllabi2/adv391kfall2002/readings/JARSchultz.pdf [16 March 2014]
For some companies, marketing is the only form of communication with their customers. Through it, organizations deliver their message to attract new customers, gain loyalty and prevent migration to competing products. In analyzing the way Pepsi and Snapple communicate by means of marketing, it clearly displays the way communication takes place by imposing the brand image, values and association and how this is communicated to attract and retain their customers.
Promotion :- The promotions aspect of the marketing mix covers all types of marketing communications One of the methods employed is advertising, Advertising is conducted on TV, radio, in cinema, online, using poster sites and in the press for example in newspapers and magazines. Other promotional methods include sales promotions, point of sale display, merchandising, direct mail, loyalty schemes, door drops, etc. The skill in marketing communications is to develop a campaign which uses several of these methods in a way
Every type of organisation communicate with various stakeholders for different purposes i.e. to communicate a new ethical pledge or to communicate a sales promotion to its target audience which is done through the notion of marketing communication. Fill, (2013) define marketing communication as “a process through which organisations and audiences engage with one another. Through an understanding of an audience’s preferred communication environments, participants seek to develop and present messages before evaluating and acting upon any responses. By conveying messages that are of significant value, participants are encouraged to offer attitudinal, emotional responses”. To increase effectiveness of marketing communications is through integrated marketing communications
Marketing plays an essential role for consumers to be acquainted with one’s business and products. The success of the business, for most companies, depends mainly on the campaign strategies. There are different kinds of marketing; some of them might be more aggressive than the others. Its main objective is to be able to create a brand alertness, to infiltrate the wide range of market.
Integrated Marketing Communication (IMC) can be explained as the coordination and combination of the marketing communication tools and marketing techniques and
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...
We will begin by defining integrated marketing communications (IMC) and we will refer to the benefits that can accrue from developing this approach. Shimp (1997) suggests “IMC is the process of developing and implementing various forms of persuasive communications programmes with customers and prospects over time. The goal of IMC is to influence or directly affect the behaviour of the selected communications audience. IMC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages. Further, IMC makes use of all forms of communication which are relevant to the customer and prospects, and to which they might be receptive.”
As today’s world has become more globalized the competition arose and if the companies want to preserve their place in it, they should pay a lot of attention to communication in their marketing strategies if they want to become successful, because without doing it, every company can easily offend their customers , lose their workers or even become bankrupt. The role of marketing communication is also very important because it is the basic source that lets the customer know about the existence of a product on a general basis.
In this study the question of the recent changes in marketing industry will be addressed. The various changes that took place due to the advancement of Internet technology will be considered and discussed. The study will show the new and evolved tools that emerged with the development of online and how they shape the new modernised marke...