StudentShare solutions
Triangle menu

Integration of marketing communications has been a hot topic for the past 25 years - Essay Example

Not dowloaded yet

Extract of sample
Integration of marketing communications has been a hot topic for the past 25 years

"'Integrated communications' are like a band. The different communications instruments - advertising, public relations, database marketing, media specialists, sponsorship, interactive, event marketing and the rest - are like different musical instruments: piano, trumpet, trombone, violin, clarinet, percussion and the rest" (Fletcher, 1998, p. 22).
Other terms that have been used to describe IMC are "one-stop shopping," "orchestration," "seamless communication," "whole egg," and "the new advertising" (Duncan & Everett, 1993, p. 30). These terms signify the integration of specialized communications functions that previously have operated with various degrees of autonomy. Duncan and Everett argue that the basic concept of IMC is synergy, in which the individual efforts are mutually reinforcing with the resulting effect being greater than if each functional area had selected its own targets, chosen its own message strategy, and set its own media schedule and timing (Duncan & Everett, 1993). ...
um, and Lauterborn (1993) define IMC as "a new way of looking at the whole, where once we only saw parts such as advertising, public relations, sales promotion, purchasing, employee communications, and so forth. It's realigning communications to look at it the way the customer sees it - as a flow of information from indistinguishable sources" (Schultz, Tannenbaum, & Lauterborn, 1993, p. 15).
This brief overview shows how various researchers define IMC and how definitions can vary. Of these, the most common definition found in the existing research is the one set forth by the American Association of Advertising Agencies, and used by Peltier, Schibrowsky and Schultz (2003), and stated above. Variations in definitions have, quite possibly, contributed to differing perspectives on IMC. Quite simply stated, insofar as a definition refers to both the meaning and the uses of the construct, each definition is arguably the outcome of a specific perspective and influences the generation of particular attitudes towards IMC.
As indicated in the preceding, there are diverse definitions of IMC and, quite unsurprising, alternate definitions have contributed to the debate over the discipline itself. Indeed, some question whether the management approaches and practices prescribed by IMC theory have actually found any endorsement in practice (Cornelissen, 2001). Cornelissen (2001) analyzed the rhetoric and teleological reasoning that forms IMC theory, concluding with the claim that there is not a substantial amount of empirical research on marketing communications management and IMC so there is no way to prove or disprove the supposed superiority of IMC over traditional mass marketing communications. He suggests further research be conducted on historical marketing ...Show more

Summary

The concept of Integrated Marketing Communications (IMC) is still one that is largely debated among theorists and practitioners. Some argue it a passing fad and others a constructive and positive evolution in marketing theory and practice. Adhering to the latter perspective, Lars Buer, chairman of the Berghs School of Communications in Stockholm, insists that, "integrated communications is not only an operational necessity, it is a strategic imperative for sustainable success" (Walsh, O'Donnell & Osgood, 2004, p…
Author : iconn
Integration of marketing communications has been a hot topic for the past 25 years essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Integration of marketing communications has been a hot topic for the past 25 years"
with a personal 20% discount.
Grab the best paper

Related Essays

World after 25 years
World after 25 years: There has been a growing concern among public about looks for quite some time. People have become looks conscious and are increasingly opting for all kinds of surgeries including liposuction and gynecomastia to rid themselves of looks that they can easily live with otherwise.
2 pages (500 words) Essay
Communications and integration management
This report also found that the merger of Hewlett-Packard and Compact was considered successful yet controversial. It was considered successful because after the merger was closed in May 7, share price immediately rose following the incredibly improved sales and product line-up.
18 pages (4500 words) Essay
Overview 25 Years in the Technology Industry
Historical experience has shown that such revolutions have often been accompanied by financial booms and busts, and the IT revolution has been no exception. But, while spending on IT goods is likely to remain weak in the immediate future, as past overinvestment unwinds, the longer-term benefits for the global economy are likely to continue, or even accelerate, in the years to come.
10 pages (2500 words) Essay
Integration of marketing communications has been a hot topic for the past 25 years
rs Buer, chairman of the Berghs School of Communications in Stockholm, insists that, “integrated communications is not only an operational necessity, it is a strategic imperative for sustainable success” (Walsh, ODonnell & Osgood, 2004, p. 56). The quoted stands in sharp
11 pages (2750 words) Essay
MARKETING COMMUNICATIONS
(Chris Fill, Second Edition). Marketing communications can be used to persuade target audiences in a variety of ways. (Waller 1996). Within markets exchanges,
24 pages (6000 words) Essay
Marketing communications
Despite that, no marketing strategies have been yet applied to influence the buying behavior of these so called ‘average bloke’. Marketers have still not defined these people in any target market category, and
10 pages (2500 words) Essay
MARKETING COMMUNICATIONS
practices of advertisement, brand language, branding, marketing, direct marketing, packaging, graphic design, publicity, promotion, public relations, sponsorship, sales promotion, sales and online marketing are generally known as marketing communication managers, or marketing
6 pages (1500 words) Essay
Our World in 25 Years
Following this evolutionary trend, it is convincing to say that 25 years from today, significant progress would have been made in various
2 pages (500 words) Essay
MARKETING COMMUNICATIONS
In the past two decades, the usage and ownership of mobile devices like tablets and Smartphones has impacted the behavioural
12 pages (3000 words) Essay
Motivative hot topic
It has been forecasted that staff turnover rates are going to increase over the next ten years, which will be expensive for SMEs. As working conditions improve, workers who are dissatisfied with their
2 pages (500 words) Essay
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
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation