integrated marketing and the many factors

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Recommended: The role of advertising in integrated marketing communication

“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)

Linton and Morley “list ten potential benefits of integrated marketing communications” (Linton and Morley 1995: 124)

• Creative Integrity
• Consistent Messages
• Unbiased Marketing Recommendations
• Better Use of Media
• Greater Marketing Precision
• Operational Efficiency
• Cost Savings
• High-calibre consistent service
• Easier working relations
• Greater agency accountability

In brief the value of IMC is that it will help an organization

• Assess the market and set their objectives
• Hone communication messages and target key stakeholders
• Leverage resources
• Build internal databases and marketing resources
• Tie together the tone and style of all corporate communications, collateral and advertising

It is without question the main reason for using any combination of the core marketing activities is ...

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