Marketing Communication ( Imc )

Decent Essays

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
Since the inception and formal conceptualization of Integrated Marketing
Communications (IMC) in the late 1980s, the concept continues to have widespread attention among academics and practitioners around the world. However, a review of the composition on IMC over the past decade suggests that contentions on definitional and theoretical issues still remain unsettled
‘’The concept of IMC has become established in the marketing literature as an integral part of brand strategy’’ (Cornelissen and Lock, 2000; Eagle and Kitchen, 2000; Gould, 2004; Madhavaram et al., 2005). IMC may be considered to represent

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