DEVELOPMENTS IN TODAY’S MARKETING COMMUNICATIONS

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INTEGRATED MARKETING COMMUNICATIONS
MIDTERM TAKEHOME
DEVELOPMENTS IN TODAY’S MARKETING COMMUNICATIONS
The Concept and Process of Marketing Communications
All organizations, commercial, government, charities, educational and other nonprofit
organizations, need to communicate with a range of stakeholders. This may be in order to
get materials and services to undertake their business activities, or to collaborate and
coordinate with others to secure suitable distribution of their goods and services.
Marketing communications provides a core activity so that all interested parties can
understand the intentions of others and appreciate the value of the goods and services
offered.
One of the first discussed definitions of IMC came from American Association of
Advertising Agencies in 1989. “ICM is a concept of marketing communications planning
that recognizes the added value of a comprehensive plan that evaluates the strategic roles
of a variety of communication disciplines – general advertising, direct response, sales
promotion, and public relation –and combines these disciplines to provide clarity,
consistency, and maximum communication impact.
The other definition was come from Don Schultz and his colleagues in Northwestern
University in 1991: “The process of managing all sources of information about a product
/service to which a customer or prospect is exposed which behaviorally moves the
consumer toward a sale and maintains customer loyalty."
In 1992, Duncan defined IMC as “a process of strategically controlling or influencing all
messages and encouraging purposeful dialogue to create and nourish profitable
relationships with customers and other stakeholders.
Before explaining this concept and process, we have to first notice two parents of IMC:
changes in the market and the growth in expertise of marketing communication functions.
The concept of integrated marketing communication (IMC) produces intense interest of
every one. Both small advertising agencies have been using many persuasive tools to
market their client’s brands and much more brand campaigns have been organized a lot
number of persuasive tools. Many marketers working on different areas of marketing
produce more than one message, but their communications are not fully integrated.
However IMC should be strategic coordination of different communication tools and its
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aim should be to optimize impact of persuasive communication on both consumers and
professionals by organizing elements of the marketing mix. Some of these elements are
advertising, public relations and promotions.
There are three critical components in IMC strategic plan: definition of brand essence,
target market (“To whom will the persuasion be addressed?), and persuasion tools (public
relations, direct marketing, promotions, packaging, and advertising).
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