Integrated Marketing Communication

In: Business and Management

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





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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