Integrated Communication in Marketing - Introduction One of the most substantial trends adopted by the organizations is integrated marketing communications (IMC) with respect to its products and services marketing activities. Currently, the global environment is rapidly changing. For instance, exchange of knowledge, technology and communication play a vital role for domestic business to further move with expansion into the global market, as avoid the concern of physical patrolling (Reid & Mavondo, 2005). Today, firms are compelled by rapidly increasing competition, social concerns and environment uncertainties (Knox & Maklan, 2004) and it is a necessity for the survival of firms to fulfil the expectations and demands of influential stakeholders
In addition to this, the importance of IMC for companies is still unknown. This can be seen from the fact that company which are not making use of integration of their marketing activities are still able to prosper. Let’s consider the example of PepsiCo and Coca Cola. Coca Cola has made sure that all its marketing campaigns show the same message about the company and help the consumers relate
Introduction: Marketing communication is one of the four principles of marketing which engages the consumers in a dialogue to build the equity of a brand as well as develop consumer relationships (Anvita Kumar, 2013). Marketing communications play an important role in developing and maintaining an organization’s identity and reputation. Normally, the marketing communications mix or promotion mix consists of the following • Advertising: which is a paid promotion of the underlying product, service or company by an identified sponsor. • Public relation: it focuses on building good relations and gaining unpaid favourable publicity. Hence, it is mainly associated with building goodwill for the brand.
Marketing communication is a subset of the overall subject area known as marketing. Marketing has a marketing mix consisting of price, place, promotion, product (known as the four Ps), which includes people, processes, and material evidence when marketing services (called seven Ps). Integrated marketing communication integrates the elements of a communications portfolio into a coherent whole. This is called the marketing communication mix, and formed the basis of the marketing communication movement. Marketing communication how to adapt?
As defined by the American Association of Advertising Agencies, integrated marketing communications” recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact." IMC weaves
There are five important steps in marketing process namely understanding marketplace and customer needs, designing a marketing strategy, preparing marketing planning and program, establishing profitable customer relationship and capturing value from customers (refer to figure 1 in appendix 1). The first step in marketing process is to understand marketplace
overflow of the same message everywhere can cause customers to get bored, not pay attention anymore CONCLUSION Social Media very beneficial for IMC HOWEVER Social Media should be only one part of an integrated marketing communication campaign Bibliography http://www.socialmediatoday.com/content/integrating-social-media-your-integrated-marketing-communications-imc-plan https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/the-marketing-environment-3/technology-32/impact-of-technology-on-marketing-170-7298/ Bhattacharya, Chitrabhan B., amd Sankar Sen. “Consumer-company identification: a framework for understanding consumers’ relationships with companies.” Journal of marketing 67, no.2, 2003, pp. 76-88 Fifield, P. (2007). “Marketing Strategy: The difference between marketing and markets”, 3rd ed., Elsevier/Butterworth-Heinemann, Amsterdam, Boston. Kwon, EunSook and Yongjun Sung. “Follow me!
Automatically, creating communications so as to appeal to buying power of entities ought to be done in the recognition of differences with focus to decision-making activity. Communications must always be professional in exact foot prints of branding strategies & properly demonstrate the value, but those are achieved very differently in B2B & B2C efforts. 1. Emotion versus Logic Understanding of why consumer purchase helps to influence what they are buying. For normal consumers, there may be some difference in small ticket purchases & big ticket purchases but it may also be often correct that emotions also play important role.
QUESTION .1 Marketing is a function which is trying to find the willingness or wish of the shopper and try to obtain them, that work to improve and develop products on a permanent basis to achieve customer satisfaction and keep increasing customer preparation , marketing is a number of procedure and steps to contribute to the flux of products, goods and customer services ,over the realization of the best production of the goods (American Marketing Association, Board Directors) . There are actually 5 different Marketing Management Concepts which are: Production Concept: Production of goods in large quantities trouble when it comes to production concept. It is suppose that enough products should be in the market for customers who want to
INTRODUCTION Marketing is the way towards performing statistical surveying, offering new and unique products and additionally supervision of the clients and elevating them by means of promoting to additionally improve deals. It produces the system that underlies deals strategies, business correspondence, and business improvements. It is a coordinated procedure through which organizations fabricate strong bonds with customers and make an incentive for their clients and for themselves. Marketing is utilized to recognize the client, to fulfil the client, and to retain the client. With the client as the focal point of its exercises, it can be presumed that promoting administration is one of the real segments of business administration.