StudentShare solutions
Triangle menu

Integrated Marketing Communication - Article Example

Not dowloaded yet

Extract of sample
Integrated Marketing Communication

Dawar (2004, p.31) stated:
"Advertisement and promotion of brands drive traffic and sales volume; marketing efforts and their outcomes measured and managed at brand level; and brands, central to a firm's responses to short-term competitive moves. In effect, brands have become the focal point of many a company's marketing efforts and are seen as a source of market power, competitive leverage and higher returns."
Globalisation has increased the level of competition in the domestic as well as international markets. Though this has improved competition and the quality of products, it has made consumers think twice before investing in a product. This means that consumers have become vary of their needs and selection. Unless a company is able to bring a customer to it, they will end up being sidelined for better known brands.
Pickton and Hartley (1998, p. 450) observed that it was difficult to conceptualise the influences that organisations needed to achieve integration. The many levels and dimensions of integration posed individual and collective difficulties. So complex and laborious was the practice, that to implement IMC, it required the dedicated and wholesome involvement of the whole organization, right from its chief executive to their agents and vendors (Luxton, 2005).
Considering the complexity of such a study, this paper attempts to elicit the role of IMC in organisations; their market orientation and brand orientation, for they both have an important role in the implementation of IMC. This paper will strive to delve on the finer aspects of the strategic component of IMC; taking into account the cultural and learning requirements of positioning brands, and how they can build a competitive edge through brand equity (Luxton, 2005).
In order to understand the concept of IMC in real-life scenario, this paper takes a look at some of the trend-setters in the highly competitive world of fashion.
Brand Pyramid

Brand Resonance
Brand judgement/Feelings
Brand Performance/Imagery
Brand Salience
Achieving Brand Resonance is the dream of all business organisations. It is at this pinnacle that the leader looks down at competition. This is no mean achievement, and even far more difficult to hold on to. Roger Federer is the Brand Resonance of ATP. Through tough and strict regime, he accomplished what others seek to emulate. Holding onto this is far more difficult. In order to sustain himself t the top, Federer has to study and overcome difficulties that other players find hard to overcome.
Millions of people watch him play. This is what attracting the audience all is about (Keller, 2003).
2.0 Overview

IMC practitioners develop a single, consistent message that is then distributed through multiple communication channels, such as advertising, public relations, direct marketing, and sales promotion to improve their market awareness and access. What better than to develop a strategy that instigates a two-way dialogue In a world where instant messaging through PDAs, iPods, and blogs have become household names, marketers find innovative methods of messaging that are precise, ...Show more


Integrated Marketing is an important tool in the success and development of a brand. Integrated Marketing Communication (IMC) is equally important in maintaining stability and bridging the relationship between stakeholders, so essential in the operation of business…
Author : mazie73
Integrated Marketing Communication essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the article on your topic
"Integrated Marketing Communication"
with a personal 20% discount.
Grab the best paper

Related Essays

As was discussed in the text, the need to create value in any product is a necessity in order to ensure that the consumer integrates with the product in a positive manner and provides a degree of promotion and longevity to whatever product or service is considered.
23 pages (5750 words) Article
According to Eric’s 2010 publication, Essentials of Health Care Marketing, customer relations are important variables that health care institutions and practitioners have to maintain for the sake of their businesses, reputation of the organization, and creation of loyalty.
5 pages (1250 words) Article
Marketing management in pratice
Marketing communication in turn helps a company in building a brand, creating brand loyalties, increase in sales, cutting costs, etc. Picasso perfume, in its urge to join the billion dollar club, has made elaborate plans to move ahead in this direction. With the south island site nearing completion for their first green field international expansion, Picasso Perfume requires a suitable marketing plan, so that it is able to make an impact with its range of offerings.
10 pages (2500 words) Article
Managing marketing relationships
Building relationships is a challenge, especially when a firm has many, often millions of customers who interact with the firm in many ways. More recently, customer loyalty has been used in a business context to describe a customer's willingness to continue patronizing a firm over the long term, purchasing and using its goods and services on a repeated and preferably exclusive basis, and recommending the firm's products to friends and associates.
14 pages (3500 words) Article
Business Marketing Communication
Traditional marketing models fail to capture the complexity of contemporary consumer behaviour. Simple cause and effect can no longer be relied upon as a predictive guide for consumers or markets. Established communication models, particularly those which picture communication as a magic bullet fired at the customer's mind to ensure compliance with marketing plans, are similarly inadequate.
2 pages (500 words) Article
Apple marketing stategy
This will also play an important role in creating loyalty to the new target market and segment the market before the other companies venture in the market (Hill & Jones, 2009). In order to attract new customers
2 pages (500 words) Article
Lodox Statscanner X-Ray Unit
However, no company exists in the market place without competition and this makes the quality and price variables uniform to some level. Companies in the quest of attracting and maintaining customers use marketing through which they promote and offer information about their products to the potential target customers.
12 pages (3000 words) Article
Article for publication about marketing
Over the years, marketing tools such as television advertisements, mails, personal selling among others has been used to advertise businesses. The prevailing technology changes have
10 pages (2500 words) Article
Consumer behavior
This is done through product promotion methods such as advertising. The various types of consumer involvement include; enduring involvement, felt involvement, situational involvement, cognitive and affective involvement. Enduring involvement is a
2 pages (500 words) Article
Charity Marketing Analysis: NSPCC
Social marketing is all about spreading public awareness regarding any societal issue. NSPCC works in collaboration with stakeholders to accomplish its set objectives of preventing children from cruelty and abuse. Its marketing strategies encompasses wide array
12 pages (3000 words) Article
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation