Integrated Marketing Communications Involves Realigning Communications Flow From Different Sources

We are successfully utilizing social media as a powerful way to gain positive exposure and connect with our internet-savvy customers in a global and local level. We rely heavily in word-of-mouth advocacy”. (John Mackey, 2012)

Social media has become an essential channel for corporations to build a two-way relationship with their customers. However, having a social media account cannot solve everything. To make the best use of social media in keeping a positive relationship with their customers, corporations ought to seek and maintain influence among their followers in social media, and participate in communications with them.

Integrated marketing communication is combination of all marketing tools, resources and approaches within a corporation which capitalize on impact on consumer mind and results into maximum profit at low minimum cost. In general marketing starts from "Marketing Mix". Promotion is one part of Marketing Mix. Promotional activities consist of Advertising, sales and trade promotion and personal/ direct selling activities. It also includes sponsorship marketing, internet marketing, direct marketing, public relations and database marketing. And incorporation of all these promotional tools along with the other components of marketing mix to achieve edge over rivals is called Integrated Marketing

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

The first difference between PR and marketing is their objectives. Public relations focus on the company’s image, responsible to promote the company or the brand itself. In other words, PR tie to make the company appeal to people, therefore it strives hard to develop, maintain and enhance organization relationship with the key public and its reputation (Pinkerton, 2014). But for marketing, its objective

For many firms, public relations are one of the tools they are utilizing to promote themselves to customers. In most cases, this is used as way to help standout in minds of consumers. As a result, a wide variety of corporations are utilizing this as a part of their strategy in maintaining this favorable image.

Intergrade Marketing Communication (IMC) is defined as ‘’ a strategic business process which is used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.” (Schultz & Schultz (1998,p.18). More than three decades, IMC still remain as an issue without a standard terminology. While it has been argued that IMC can help a company on how to promote their goods and their services, however, it can be observed that sometimes it can be a ruin strategy if the IMC model do not used appropriately. This essay will begin by looking at some information in order to clarify the concept of IMC. Then it will analyse the process work for the communication model in comparison with the IMC model. Finally it will examine the barriers of IMC

Recently new changes in the market have led to variations and changes in marketing practices and communication management in organizations. There is no longer possibility to use one single marketing communication tool to achieve marketing communication purposes. (Kitchen et al. 2004). As a result, integrated marketing communication (IMC) approach appeared as a more efficient and sophisticated communication discipline that can rapidly respond to the increasingly market changes and conditions. (Kim et al. 2004). The new aspect of IMC is that technological developments have made it possible to put this idea into operational practice.(Kliatchko, 2005). In fact, the emergence and advancement in information and communication technology (ICT) are considered as one of the most significant background factors of IMC. (Kitchen et al, 2004. Gurau, 2008. Kliatchko, 2009). According to advanced technology solutions, IMC programs are able to capture precise data on customers. This means that database management is of crucial importance for the IMC approach. (Kliatchko,

Originating in the early 1990s, the concept of Integrated Marketing Communications (hereafter referred to as IMC) remains highly contested and unstable. According to Oxford Dictionary (2015), a concept is “an abstract idea” or “a plan or intention.” IMC falls into both categories as a theoretical definition for some and a plan of action for others. Equivalently, its value is difficult to assess, as its range of definitions, confusion over implementation, and lack of empirical studies prohibit grounded judgments. Even vocal proponents of IMC, such as Don E. Schultz and Philip J. Kitchen (1997, p.8), acknowledge that there is not “any consistent or mutually agreed upon definition, description, or process to identify what is IMC and what it is not.” In fact, their study demonstrates that only some advertising agencies affirm Schultz and Kitchen’s definition of IMC, highlighting ambiguity among practitioners as well as academics. Jerry Kliatchko (2008) agrees, considering the definition and concept as a still developing topic of research. More recently, Mabel Zvobgo and T.C. Melewar (2011, p.2), state almost identically to Schultz and Kitchen (1997), “There appears to be no mutually agreed upon definition, description, or process to identify what is IMC and what is not.” Similarly, Fill (2013) discusses the lack of “universal definition.” Fill (2013) also outlines five interpretations of the IMC concept: Harmonisation, Planning, Perspective, Portfolio, and Relational. To remain

ABSTRACT This article establishes the case for public relations as a critical component of an

Effective Integrated Marketing communication could nurture a stong customer relationships, but it require a careful planning to an integrated communication program. It could maximize certain communication objectives that potentiality lead to a desired behavior form the target audience.

In the current economic aura, it is not advisable for the hotel industry to rely on conventional techniques of promoting economic growth and increasing prices which may lead a situation where the travelers may book hotels elsewhere. The hotel industry operates in a competitive market structure and in order to gain competitive advantage, brands, hotel owners and operators must capitalize on social media, mobile and analytics and make their business customer centric. This would help them to gain in the long run.

Thus we see that the basic principle of public relations is to act in the right way, seeking the integration of business objectives with the objectives of the public, including correcting distortions that arise in the pursuit of that rapport. This principle, as we show below, involves all aspects of business strategy, is completed by adding to it the communication techniques, helping to show the public the right actions undertaken by the company.

Public relations is forcing on communicating with others, managerial effort the relationships, mutual understanding between international public and media and target audience throughout the media, also, to creating a good rapport with the public. Public relations and advertising have relationships but an entirely different method. Advertising is meant an organisation paid for promoting their business through media. With all the announcement will be a post on the internet, radio and TV that communicate with audiences. Payment can control all the message, when or where the announcement through the media to the public. On the other hand, public relations is create by organisation and gain publicity in the media. It targets the audience’s attention

Communication is always one of the most important and vital strategic areas of an organization's success. You can have the best or most innovative products or services, but if your internal and external communications are weak, then the demand for your products or services raises a personal flag of concern. When communicating the value of your products or