We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Integrated Marketing Communications - Essay Example

Free
Integrated Marketing Communications

There is no agreed definition of IMC as it depends on the organizations approach to marketing. However, a working definition is in place. IMC is defined by Shimp as “a communication process that entails planning, creation, integration and implementation of diverse forms of marketing communications that are delivered over time to brand’s targeted customers and prospects.” Clow on the other had defines IMC as “a management concept designed to make all aspects of marketing communication work together as a unified force, rather than working in isolation to maximize cost effectiveness.” Though definitions may differ, all have common features: all marketing activity takes the consumer as starting point; speak with a single voice, that is, convey consistent message across diverse contact points; involves building relationships; uses any form of relevant contact or touch points and is aimed at affecting behavior.

The goal of IMC is to integrate or unify the different marketing communications rather than using them in isolation to produce better results and reduce costs. Since customers have advanced technology tools such as iphones and internet, they can access information at any place and time and can also share information as opposed to being passive. Furthermore, customer-focused approach means customers needs to be taken into consideration ad for efficiency, integrating the marcom is essential. It also allows for delivery of a consistent message as well as

Check these samples - they also fit your topic

Integrated Marketing Communications
The customer relations that will be maintained by the organization through integrated marketing communication will lead to value increase in the organization products brands (Kitchen, &Pelsmacker, 2004, p 147). For instance, Coca Cola applied communications method to attract and retain customers through its website and CSR.
6 pages (1500 words)Essay
Integrated Marketing Communications
The twenty first century marketing trends present a number of challenges to marketers. There are notable transitions in customer behavior, as a market trend, besides several others as the development and the emergence of nontraditional media (Edwina & Jennifer, 2009, p.315).
5 pages (1250 words)Essay
Integrated Marketing Communications
Today’s business environment is highly dynamic as products offerings of most of the companies in a particular industry are similar in design, price, features, performance and core benefits, and therefore it is highly important for a marketer to differentiate them through benefits augmentation to attract targeted customers.
8 pages (2000 words)Essay
Integrated Marketing Communications
The global production levels of pulp based production increased by a margin of seven percent in the year 2010. This was mainly on the backdrop of increased demand of wood based products from the different segments. The total production of chemical based pulp was recorded at an impressive 45 million tons which represents a significant rise from its figures in the previous years.
11 pages (2750 words)Essay
Integrated Marketing Communications Plan
According to the report Royal Caribbean Cruises Ltd are currently ranked second in the cruise industry, and this is a position they would like to improve on by expanding their services into the European market, where travellers have not been deterred by the threat of terrorist attacks. Royal Caribbean Cruises Ltd is also looking to increase its home market in the US.
21 pages (5250 words)Essay
Integrated Marketing Communications
Therefore, more and more companies today resort to differentiated marketing through highly focused segmentation and targeting strategies. Having identified the segments of the markets which the company can effectively serve, given the
14 pages (3500 words)Essay
Integrated Marketing Communications
This shift from mass marketing to segmented marketing carries dramatic implications for the marketing communication strategies of the
10 pages (2500 words)Essay
Global Integrated marketing communications
MC looks to counter the strategies and tactics which will be employed in the wake of the ever changing market scenarios and conditions whereas the IMC looks to present the message of the MC through a synchronized and harmonious way. Therefore it would be correct to suggest that
12 pages (3000 words)Essay
Integrated Marketing Communications (IMC)
However, with intercultural, intergenerational and global sites such as, Facebook, social networking has been rendered more dynamic and
8 pages (2000 words)Essay
Integrated Marketing Communications
In general, IMC combines both the traditional and non-traditional marketing modes. The collaboration is done with modern promotional means which reinforces the marketing channels. In the modern market, numerous IMC
3 pages (750 words)Essay
allowing complementary use of media enhances customer relationship, brand ad customer loyalty thus customer retention and company reputation. (Percy, 2008). IMC is also aimed at affecting behavior of selected communications audience (Shimp, 2010 p. 18). Communication allows dialogue between business unit and customers in order to “remind, inform, build brand preference, overcome dissonance and face competition” (Trehan & Ranju, 2009 p. 3). The communication process involves components such as the source, message, encoding, communication channel, decoding, feedback, and receiver (p. 6). The source in this case is the originator of message who could be the manufacturer, advertiser or marketer. It should not be forgotten that the customers are the starting point of the process. The source after developing an idea translates it into understandable message through symbols or words in a process referred as encoding. Once encoded, the message is supposed to be delivered to the receiver through the communication channels. These include personal selling, advertising, sales promotion, direct selling, and internet marketing among others. Since the channels serve different purposes and cannot produce the required results in isolation, a combination of the channels
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Integrated Marketing Communications Essay Example | Topics and Well Written Essays - 750 words”, n.d.)
Retrieved from https://studentshare.net/marketing/77904-integrated-marketing-communications
(Integrated Marketing Communications Essay Example | Topics and Well Written Essays - 750 Words)
https://studentshare.net/marketing/77904-integrated-marketing-communications.
“Integrated Marketing Communications Essay Example | Topics and Well Written Essays - 750 Words”, n.d. https://studentshare.net/marketing/77904-integrated-marketing-communications.
  • Cited: 0 times

Summary

Marketing is a very vital activity in any organization as it determines its competitiveness. Those activities involved in improving company and brand image such as advertising, sales promotion, personal selling, public relations, and direct marketing are regarded as marketing communication…
Author : kobejacobs
Download 0
Integrated Marketing Communications
Read TextPreview
Comments (0)
Click to create a comment
Let us find you another Essay on topic Integrated Marketing Communications for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us