Critically Discussed Issues Associated with Integrated Marketing Communications in the UK

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“Critically discussed issues, dimensions, benefits and barriers associated with IMC (Integrated Marketing Communications) in relation to advertising strategy and planning in the UK”
- by Chirag Rawal (BA in Marketing Management)

We begin defining the two main aspects of this study. Even though there are many different views, descriptions and definitions of these two terms, I find it easier to adapt the one stated by Tony Yeshin (2006) in his book ‘Advertising’; ‘advertising is paid-for non-personal communication from an identified organisation, body or individual designed to communicate information and to influence consumer behaviour’. IMC is ‘a concept of marketing communications planning that recognises the added value
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New media has grown rapidly and proved to be cost effective in comparison to the traditional advertising approach. The organisation must ensure that they used the right balance of tools which are appropriate and therefore prove to be effective in the long-term. Using more promotional tools than necessary can mean ‘information overload’ (Yeshin, 2006) which will cause problems such as increased level of work load and confusion in decision makings. To eliminate and avoid such problems it is argued by Jeans (1998) that the organisation should go for the ‘team building’ approach ‘rather than any hierarchical or matrix method of control’ (Jeans 1998), as more ideas can be shared and this can be beneficial.

The managers and organisational characteristics determine the success of the campaign by the decisions which they make for the pre-IMC campaign. The strategy of the organisation must be focused and not change at any cost. And IMC helps here as it uses the marketing tools to promote the brand positioned and aims to consistently pass the message across to its audience via the campaign. However, ‘the question of how to organise external communications disciplines has been a continuing source of debate within the arena of marketing communications’ (Cornellissen et al. 2001).

Furthermore, looking at another perspective, advertising is believed to be playing a negative
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