Communication plays a pivotal role in determining the success of an organisation in as much as marketing of the product offered is concerned. It can be observed that modern communication technology has made dramatic changes in the contemporary marketing communication landscape given that the consumers are now able to evaluate the choice of the goods they want. On the other hand, the marketers are also aware of these indispensable changes brought about by new information and communication technology and these have compelled them to adopt the use of an integrated marketing communication plan in their operations. An integrated marketing communication (IMC) plan is ideal for Honda Civic in the US.
In order to outline the communication plan that can be used by Honda, it is important to begin by explaining the meaning of IMC concept in order to gain a full understanding of it. Basically, an integrated marketing communication can be defined as, “a concept of marketing communication planning that recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines such as advertising, personal selling, sales promotion, direct marketing, public relations, sponsorship,” (Cant, 2000 p.285). ...Show more