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

Only on StudentShare

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). ...
Download paper


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

Related Essays

Marketing Strategy TOTAL INTEGRATION
Piercy places great emphasis on the brand identity of the company in integrating marketing and communication campaigns. Total integration involves;
10 pages (2510 words) Essay
Integrated Marketing Communications 2
As a result, classy, trendy and fresh branded outfits are the norm for this age bracket of which the importance can be judged by a statement from Branded- a book written by Quart, Alissa (2003) where she writes "Inspired by the commercialization of youth and also by the signs of resistance to it, I decided to write Branded. The term brand suggests both the ubiquity of logos in today's teen dreams and the extreme way these names now define teen identities."It is for this age group that our paper will look into the mechanisms of branding for a medium-sized company in order to ensure the success...
10 pages (2510 words) Essay
Overview 25 Years in the Technology Industry
While technological change is an ongoing process, there are periods during which technological progress is especially rapid, resulting in new products and falling prices of existing products that have widespread uses in the rest of the economy. Such periods are generally identified with all-purpose technological revolutions. Earlier examples include textiles production and steam power in the industrial revolution, railroads in the nineteenth century, and electricity in the early twentieth century (the automobile could also be included, but its development was relatively gradual). The effects...
10 pages (2510 words) Essay
Integrated Marketing Communications (Marketing Communications Management, Copley)
This is more like an effective communication with the target market.
12 pages (3012 words) Essay
Marketing communications Master Assignment
Smith and Nephew is a one of the famous names in health care services. They are proven leaders having three main business units located across the globe offering specialized services in the orthopaedic ,endoscopy and advanced wound management and Reconstruction and trauma. Together as a single business unit, Smith and Nephew offer around 1000 different product ranges. Smith and Nephew is considered as powerful leader in advanced wound management and arthroscopy. Smith and Nephew operate in 32 countries across the globe with the turnover of $3.8 billion pertaining to annual sales.
10 pages (2510 words) Assignment
Integration of marketing communications has been a hot topic for the past 25 years.
ntrast to views of IMC as nothing other than an inconsequential fad whose popularity is predicated on media hype rather than on its realised, or potential, contribution to marketing communications. Focusing on this debate, this research will begin by defining IMC, following from which it will critically analyse both sides of the issue, ultimately arguing for the long-term value and importance of IMC.
11 pages (2761 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!