that play into integrated marketing communication. Integrated marketing communication can be described as 1.) Management and managing all types of marketing communications, 2.) Assuring that the brands, personality, and messages are correctly delivered from each factor of communication and from a strategy, and 3.) The analysis and implementation of all the factors of marketing communication must efficiently, economically, and successfully impact the transactions between organizations and their audience
twentieth century, the concept of integrated marketing communications (IMC) received considerable attention from practitioners and academics alike, and that interest has continued into the new millennium (e.g., Bearden and Madden 1996; Cornelissen and Lock 2000; Duncan, Schultz, and Patti 2005; Garretson and Burton 2005; Nowak and Phelps 1994; Schultz and Kitchen 2000a; Schumann, Artis, and Rivera 2001). As the marketplace has become more fragmented over the years, organizations have embraced IMC as a means
UNDERSTANDING INTEGRATED MARKETING COMMUNICATION (IMC) Prior research has revealed numerous topics relevant in the study of integrated marketing communications and how marketer should best handle the IMC process in order to develop truly integrated communication programs (Cook 1997; Kitchen and Schultz 1999; Schultz and Kitchen 1997). Schultz and Schultz (1998) defines IMC as a “strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication
based on the communication methods; these are the promotional methods used and include the traditional methods, digital methods and word of mouth interactions and communications. The third integration is based on the time the communication happens and interaction possibilities. This further accounts for static and dynamic communications. The fourth integration seeks to explain the actors and their roles in the IMC process, these actors are the consumers as well as the organizations. The fifth integration
the whether Integrated Marketing Communication could indeed be seen as an effort towards promotion in practice. Besides that, the second purpose of Integrated Marketing Communication is drawing out few challenges and future of integrated marketing communications for business. In this article the author discusses the concept of Integrated Marketing Communication. The Integrated Marketing Communication as an effective tool that can guide practitioners in developing and implementing marketing communications
“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
Integrated marketing An integrated marketing program that will comprise a variety of communication methods will be implemented. Integrated marketing communications involves realigning communications flow from different sources. It aims at encouraging organization’s target market to listen to what the business has to offer. These channels include PR, sales promotion, social media marketing and traditional advertising. Service related information to consumers will be disseminated through these channels
and direct marketing, today there is web based advertising, email advertising as well as many social media sites such as Twitter, You tube, Linked In and Facebook. Businesses have now learn that traditional methods of advertising are not as effective as they used to be. Marketers must realize that promotion and communication have changed due to the Internet and technological advancement (Molan, 2011, pp.34). Therefore, due to the existence of a range of advertising channels, marketing executives
IMC, brand communications, and corporate cultures Client/advertising agency co-ordination and cohesion Lynne Eagle, Philip J. Kitchen. European Journal of Marketing. Bradford: 2000. Vol. 34, Iss. 5/6; pg. 667 Abstract (Summary) The concept of integrated marketing communication (IMC) has received considerable coverage in the literature, but even its most ardent supporters have noted problems in translating the concept into reality. Reports on an extensive two-phase study of the New Zealand advertising
Assignment on Integrated Marketing Communication (IMC) Course Tittle: Marketing Management Course Code: MBA-024 Submitted to, Monto Chandra Gope Lecturer Department of Business Administration Metropolitan University, Sylhet Submitted by JUWEL NONDEE ID No: 093-126-020 Batch: MBA 18th Batch. Metropolitan University, Sylhet Metropolitan University, Sylhet-3100 Introduction: Communication is always one of the most important and vital strategic areas of an organization's success. You can have