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Managing Marketing Communications
Pages 10 (2510 words)
Integrated marketing communication (IMC) Name: Professor name: Subject: Date of submission: Integrated market communication (IMC) is a method of brand communication which brings together different modes of brand communication with an aim of making them work together, (Schultz, 1996).This creates a seamless approach and experience to customers, and the information is presented in a similar and unified tone, (Pickton , & Broderick, 2005).
Some of the aspects of marketing communication include: public relations direct marketing, advertising, online communications, sales promotion and social media. Although all these marketing communication can appeal to a customer on their own, they have a better they are unified. This presents one strong message to the customer and a much reduced cost. Marketing is about perception and the power to convince potential customers, (Maria & Ionela, 2009, p 1160). Once the brand message has been strengthened, the customer has an easier decision making process. Integrated marketing approach is increasingly becoming significant within the marketing practice. This is because it is considered to be cost effective. The mass media has continued to reduce its cost effectiveness. Besides, it continued to become more and more fragmented making it difficult to reach many customers at the same time, (Marx & Lainson, 2000, p 53). Most customers spend a lot of time and on their mobile devices like cell phone and iPod. This has rendered the traditional approaches quite ineffective. For an organization to target many customers effectively, it needs to diversify its marketing approach. This has to be done with a sense of urgency and precision. ...
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