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
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.
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)
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...
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.
Fill, C., 2002. Marketing communications: Contexts, Strategies and Applications. 3rd ed. Harlow, England: Financial Time Prentice Hall.
“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)
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
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]
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.
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...
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...
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