However, with lots of choices including the media’s bombardment of potential customers with the right messages, this is having no effect to the potential (Figen, 2006).
An effective Integrated Marketing Communications (IMC) which will unify multi-channels, synchronize communication and group together the three aspects of communications; advertisement, public relations and marketing towards relating intimately with the customers, is the only solution viable for firms to reap the benefits of marketing. This is made possible by the use of both online and offline marketing channel with complementary media to ensure consistency in the delivery of message.
Sometimes even with an effective Integrated Marketing Communications program, firms need have a competitive advantage over other similar firms in the industry and should therefore include the 4E’s and the 4C’s on Integrated Marketing communications to create the synergistic benefits of integration. Broderick and Pickton (2005 28) rightfully state that “Integration is not easy to achieve but when it is achieved, the 4 E’s and 4 C’s of IMC create the synergistic benefits of integration” in this respect. The following suggestions will discuss the integration of the 4C’s and the 4E’s within IMC.
The 4C’s of communication propose that integrated marketing communications should have consistency, coherence, continuity and be complementary while the 4E’s propose integrated marketing communications should be economical, efficient, enhancing and effective (Figen 34).
Being economical involves using minimum resources, time and strategies necessary for effective consideration and most importantly, being cautious with money to avoid overspending. To ensure profitability for any firm, Integrated Marketing Communication should be economical. Costs incurred in running integrated marketing communication should not exceed or level with the expected returns. To