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Characteristics Of Integrated Marketing Communication

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Introduction Integrated communication has moved from the tactical activity practised by the historical communication professional, to a more strategic, managerial, customer-driven activity in the current marketplace. Duncan and Moriarty’s (1997) ten strategic drivers which relate to business and marketing management and Ehlers’ (2002) theoretical framework will be discussed, with the intent to measure integrated marketing communication within an organisation. Duncan and moriarty 10 specific drivers for marketing integration About the drivers The drivers are relate to business and marketing management. The cross-functional management drivers relate to business management. Core competencies, data-driven marketing and an integrated agency link …show more content…

All marketing communication professionals will have a basic understanding of the strengths and weaknesses of major marketing communication functions. The strengths and weaknesses must then be applied but first it needs to be evaluated objectively so that it will maximise the cost-effectiveness of each function (Ehlers, 2002:179). Data based driven Information is a fundamental part of integration (Duncan & Moriarty, 1997:19). The manner in which the customer and other stakeholder data is collected, organised and shared will determines whether or not that organisation has a record of its stakeholders’transactions and interactions. Without the building and using of databases, it is questionable for the organisation as to whether or not to establish personalised communication (Duncan, 2001:62). Through the ten strategic drivers of integrated communication, Duncan and Moriarty (1997) focus on building long-term, profitable brand relationships. This can be seen through the use and the discussion of the ten strategic drivers of integrated communication. Thus making it evident that business, marketing …show more content…

An optimal mix of sending tools for each identified group of stakeholders is essential for effective communication. These tools may be drawn from any communication discipline (Ehlers, 2002:157). the next step is to collaborate these mix of sending tools based on the three key elements of integrated communication but only once the mix of sending tools has been chosen in terms of: consistent message and image, common creative elements, and co-ordinated timing. Integrating messages, creative elements and timing will cause the sending tools to enforce each other synergistically. The entirety of these tools will have a greater effect than the sum of the discrete

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