Examples Of Integrated Marketing Communication

BACHELOR OF BUSINESS ADMINISTRATION (HONS) MARKETING (BM 240)

MARKETING COMMUNICATION

(ASSIGNMENT 1)

(MKT 547)

MOHD AZIZAN BIN JAMIKAH

2013773161

BM2404A1

DATE OF SUBMISSION:

9TH OCTOBER 2014

UNIVERSITY TECHNOLOGY MARA (UiTM)

Marketing communications is a process of combining marketing theories together with communication strategies. In order for marketers and the organisation to be effective and efficient in the market, integrated marketing communication has been introduced in 1990s for them to be competitive in the market. Development in the marketing discipline has become one of the most significant examples of the emergence of integrated marketing communications (IMC) (Kitchen, 2003). Integration of marketing elements has been brought

Use of one definition of integrated marketing communication (IMC) according to Shimp & Andrews provide concise and clear perspective of the concept which allows the marketers to have more better understanding about the idea of integrated marketing communication (IMC). In others word, integrated marketing communications (IMC) be known as one process of developing and implementing various forms of persuasive communication programs (promotional tools) with customer and prospect. Four stages are involved in the process of develop and implement the integration of marketing communication which is planning, creation, integration and implementation. All those stages are lead to the process of integrated marketing communication (IMC) to be successful. The promotional mix and other elements are interrelated with each others. The elements should be used as one rather than be used separately. In short, according to Shrimp & Andrews definition, integrated marketing communication refers to communication process that entails those four stages in the process of integration in the

(1999) which three major definition has been mention. Firstly, integrated marketing communication (IMC) is the control and the management of all marketing communications. Ensure all the personality and messages to be delivered synergistically across every element of the marketing communication and sent from consistent strategy will be second definition according to Smith et al. (1999). Second definition distinguished by Smith is actually similar to the definition that being mentioned and applied in the text of Shimp and Andrews (2003) which states that by using multiple well-coordinated marketing communication tools there is synergistic effect occur. Synergy simply defined as working together. By allowing types of marketing communication to work together, IMC will bring out effectiveness and efficiency in the marketing communications activities. As the third definition, Smith defined IMC as a strategic analysis which referring to how do their execute and control of all elements of marketing communications which efficiently (raising benefits), economically (reduce cost) and effectively which will influence and induce an action for the consumer or prospects to do a transaction where the third definition of the IMC is actually related to the definition that have been given by