Integrated Marketing Communication

1134 Words3 Pages
bulb-icon

Recommended: short essay about what is integrated marketing communication

The market fragmentation and the increasing communication options in recent years have contributed to the clutter the world is experiencing today. This has lead marketers to integrate their marketing communication tools in order to break through the barrier of noise and reach the target market, “marketing overload is forcing corporations to shout even louder” (keller 2001). In 1993 Shultz, Tannenbaum and Lauterborn introduced a new concept called Integrated Marketing Communication (IMC). This concept has generated a great interest among academics and practioners, although research regarding its frequency and implementation is limited. IMC have been defined in numerous ways, all stressing the fact that IMC’s Task is to combine all corporate media and messages to project clarity, consistency, and maximum communication impact in its surroundings.

Percy (1997) defines integrated marketing communications as “the planning and execution of all types of advertising and promotion selected for a brand, service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single positioning”.

Smith (1998) highlights the importance of “ensuring that the brand positioning, personality and message are delivered synergistically across every element of communication and are delivered from a single consistent strategy.

Show More
Related

  • Superdry Essay

    1093 Words  | 3 Pages

    When the consistency of the information is built, the credibility of the brand becomes higher (Bengtsson, Bardhi and Venkatraman, 2010). It is suggested that asymmetric information leads to consumer uncertainty, which would therefore have a negative impact on brand image (Erdem and Swait, 1998, p. 138). Accordingly, consistency of the information has become a key factor that leads to the successfulness of a global brand since it reduces the uncertainty and the thinking process time of consumers (Lee et al., 2007). Several effects have been found regarding to standardization of a brand (Erdem and Swait, 1998, p. 138). Marketers will have a better control of the brand if the brand meaning has been consistent over the time (Erdem and Swait, 1998, p. 138). First of all, it increases brand equity, which would therefore improve consumer’s brand awareness (Erdem and Swait, 1998, p. 138). Second, it would reduce consumers’ uncertainty of the brand, which would thus increase the reliability of the brand and brand loyalty (Erdem and Swait, 1998, p. 138). Third, it greatly reduces the conflict of consumers’ cognitive structures, which would lead them to trust more on the brand (Erdem and Swait, 1998, p.

    Read More

  • Swot Analysis Of In N Out Burger

    1137 Words  | 3 Pages

    ..., M. A., Kerr, G.E., & Powell, I. (2012). Advertising and promotion. An integrated marketing communication perspective. North Ryde, N.S.W.,Australia: McGraw-Hill Aust. Pty. Ltd.

    Read More

  • Classic Marinara Sauce Case Study

    1188 Words  | 3 Pages

    Appendix 2 shows the benefits of the promotional mix tools used. Integrated marketing communication is a concept of marketing communication from each promotional mix that combines and evaluates the planned role of different communication (Naeem, Bilal &Naz, 2013, p.g. 125). The. There are factors that affect the marketing mix and there are nature of product(product characteristics such as the costs and risks and the social risk), stage in product life cycle and target market, type of buying decision, promotion funds and the push or pull strategy. Appendix 3 shows the push and pull strategy.

    Read More

  • Blackmores: Integrated Marketing Communications (IMC)

    507 Words  | 2 Pages

    The 21st century is the high-speed takeoff stage of market economy, sustainable development and economic models will have earth-shaking changes, will be more rational market, the rapid development of information and network the growing popularity of a new era , we have more scientific and reasonable rules of the game , to does not have the competitive advantage of the enterprise competition will be more brutal , more rational our consumers , we need to enrich our products and services , the best products to our consumers .

    Read More

  • Intercamp Classic Marketing Strategy

    965 Words  | 2 Pages

    This comprehensive report is for Josh Howard, the founder of Toronto’s Intercamp Classic. His goal for the Intercamp class is to improve next years’ event as well as raise donations by 25% of last years $125,000. The marketing challenge Josh Howard faces is to attract more participants and spectators to maximize donations by promoting and providing additional services. The purpose of this report is to create the best marketing plan that will help him achieve this goal. To do this we need to consider a new target market, what events and services will be provided at the event, as well as the best promotional strategy to attract more partakers.

    Read More

  • Integrated Marketing Communication Plan for Nokia

    2889 Words  | 6 Pages

    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...

    Read More

  • Market Segmentation Of Samsung's Market Segmentation In India

    731 Words  | 2 Pages

    Promotional mix and marketing communication plays an important role in the differentiating strategy of the product.

    Read More

  • Marketing Strategy Of Zero Waste Market

    700 Words  | 2 Pages

    While creating integrated marketing communication objectives, the consumer behaviours, budget and company goals must be t...

    Read More

  • Dove Marketing Strategy

    994 Words  | 2 Pages

    Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.

    Read More

  • Overview of Universal Studios

    1843 Words  | 4 Pages

    These social media platforms are part of the companies integrated marketing communications (IMC), because they advertise the company, the films they produce, contests, special events, and the organizations vision and mission. Another part of the IMC is the way they implement the marketing mix, through the studio theme parks.

    Read More

  • Brand Repositioning Case Study

    2353 Words  | 5 Pages

    By communicating a new value proposition, brand management aims to change the brand’s former brand percep-tion and link the new brand image to the new position. Of course, also within re-positioning, new attributes have to demonstrate points of difference and superi-ority. By emphasizing the brand’s uniqueness, management enables the cus-tomer to perceive higher brand value in their mind (cf. Friis 2009, p. 19). If the brand elements are not relevant for the target audience or the brand proposition was not chosen correctly, brand identity will not be perceived as credible and communication will fail. Therefore, companies have to analyse their target groups accurately before choosing new attributes, which they want to communicate. Management has to find out what are the target audience’s needs, wants and desires and what do they believe in. The organizations values should in best case overlap with the values of the audience. New brand attributes have to follow specific communication objectives, which are focussed on changing the custom-ers’ perception (cf. Feddersen 2013, p.

    Read More

  • What is a Brand Identity? The Case of Coca-Cola and Apple

    533 Words  | 2 Pages

    [a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]

    Read More

  • Marketing in Business

    2002 Words  | 5 Pages

    Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.

    Read More

  • Use of Integrated Marketing Communications in the Fast Food Industry

    1698 Words  | 4 Pages

    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.

    Read More

  • Essay On Marketing And Branding

    554 Words  | 2 Pages

    According to the Handbook of Media Management and Economics, marketing is “the art and science of satisfying consumer needs.” Marketing campaigns are strategic plans that will allow a company to push their consumer into buying their product. A good campaign will identify the consumer, their consumer’s needs and desires, and what the consumer needs to experience to convince them the product will fulfill that need or desire. T...

    Read More

More about Integrated Marketing Communication

Open Document