Integrated Marketing Communication

In: Business and Management

Submitted By yysealove
Words 2852
Pages 12
NBS-MC36 – Integrated Marketing Communications

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STUDENT NUMBER: 100101300
WORD COUNT: 2193 WORDS

1

Introduction

Marketing communication represents the methods of communication used to
announce target customers and stakeholders and persuade the potential market, to
choose the company and its products (TĂLPĂU, 2014). Marketing communication
has a variety of means of communication, which includes advertising, sales promotion,
personal selling, direct marketing, and public relations. Customers receive diverse
messages about the company and its products from different communication methods
and thus, are unable to judge the accuracy of messages (Pickton and Broderick, 2005).
It is a vital obstacle that customers have no accurate and impressed cognition for the
company and its products.

Based on the shortcoming of traditional marketing communication, the concept of
integrated marketing communication (IMC) has become a popular idea in the field of
marketing since 1990s (Kitchen and Schultz, 1998). The primary goal of marketing
communication is to influence the customer‟s concept of value for the company
and/or its products. Compared with traditional marketing communication which is a
part of 4ps, IMC pay attention to the 4cs which is customer, cost, convenience and
communication. Duncan (2002, p.8) defines IMC as „a cross-functional process for
creating and nourishing profitable relationships with customers and other stakeholders
by strategically controlling or influencing all messages sent to these groups and
encouraging data-driven, purposeful dialogue with them‟ .

The appearance of IMC has been one of the most meaningful instances of turnaround
in the marketing discipline. IMC has opportunities to undertake effective marketing
communications by integrating all kinds of marketing communication tools that work
in synergy together…...

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