Integrated Marketing Communications

Integrated Marketing Communications Essay example
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Marketing
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Benefits and Challenges of Integrated Marketing By Name Course Instructor Date Introduction Integrated marketing communications is a method for attracting and retaining customer relations that will help an organization maintain a competitive advantage through communication methods…

Introduction

Various methods of communication such as billboard advertising and radio advertising and messages are linked together in a systematic and integrated manner. All promotional tools are harmonized together in the advertising chosen by a particular company. (Fill, 2009, p.5). Promotion tools include methods of advertising, personal selling, customer care relations, database marketing, consumer and sales promotional, sponsorship and public relations. These promotional tools aim at making the consumers aware of the products that the company is offering in the market and the benefits of using these products. Basic components of integrated marketing include foundation, advertising means, promotional means, and integration methods and foundation is laid on the objectives of brand management and corporate image (Schultz, Tannenbaum, & Lauterborn, 1992, p 61). It is important for the organization to put forward effective tools of promotion, which help the organization design messages that will promote organization products in the media such as offers, gifts and personal selling messages in the radios, television and print media (Pickton & Broderick, 2005, p 48). Benefits of Using Integrated Marketing Communication According to Smith and Taylor (2004, p 85), Customers act in a specialized manner when they only buy things that they require. ...
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