Integrated Marketing Communication to Build Brands - Essay Example

?Assignment Three: A Literature Review in IMC Integrated Marketing Communication to Build Brands: Using Integrated Marketing Communication to Build, Sustain, Evolve Brands, and How to Influence Potential Customers 1.0 Abstract The literature review has been taken up for evaluating the importance of Integrated Marketing Communication in the present modern world. It has dealt with various researches on the topic relevant to the requirements of this literature review. The previous research papers have been critically examined citing their pros and cons. This paper is an interesting review of the earlier research on the concept of IMC in the modern marketing environment. Various dimensions to the concept of IMC have been critically dealt with in this paper. The dimensions are related to the utilization of the concept of IMC in various fields such as for branding and relationship building strategy. The concept of IMC with various orientations in the field of marketing has also been established. The paper has not only concentrated on the theoretical perspective of the concept of IMC but also on the practical implementation of the concept in the modern market. The use of IMC as a proper plan of branding along with its utilization as an internal and sustainability marketing has been evaluated. The barriers to the implementation of the concept have even been presented in the paper. Gaining insights from the earlier researches, the future research has been suggested that can undertake the future role of IMC in the technologically driven modern market. Moreover, research on the use of IMC for generating ultimate revenue for organizations has been suggested. The entire literature review is an interesting approach towards the modern concept of marketing communication where the marketing mix has transited from four Ps to four Cs. Overall, the concept that “customer is the king” in the present market has been supported through the review of various researches. Table of Contents 1.0 Abstract 2 2.0 Introduction 4 3.0 Literature Review 5 3.1 Use of Branding Plan as Communication Strategy for an Organization 6 3.2 Drivers of the Integrated Marketing Communication 6 3.3 IMC as a Theory and as a Post structuralism 7 3.4 Theoretical Perspective of IMC 8 3.5 Four Pillars and Business Process of IMC 8 3.6 Choice of the IMC Tools 9 3.7 Relationship among IMC, its Antecedents and Brand Performance 10 3.8 IMC as Sustainability Marketing 11 3.9 Integration of IMC and Internal Marketing 12 3.10 IMC as a Relationship Building Strategy 12 3.11 Predictability of IMC 13 3.12 IMC in the Modern Business 14 3.13 Integration of the Market Orientation 14 3.14 IMC towards Brand Perception and Brand Equity 15 3.15 Changed Scenario of Marketing 15 3.16 Marketing Mix of IMC 16 3.17 Barriers to Integration of Marketing Communication 16 4.0 Conclusion/Research question 18 5.0 References 20 6.0 Bibliography 25 2.0 Introduction The paper is an approach of reviewing literature about the concept of Integrated Marketing Communication (IMC). The objective of this paper is to assess the role of IMC by reviewing various literatures on the concept. Traditionally, marketing communication is known as the element of promoting the four Ps of marketing (product, price, place and promotion). The primary aim of the marketing communication is to retain current customers of a brand and build new customers by informing additional benefits of the brand being promoted. The modern concept of the IMC has evolved and is now the integration and coordination of all the tools of marketing communication, functions, sources and avenues of a company into a flawless design that impact the consumers’ decisions at a minimum cost (Cassedy, 2011). Following the modern concept, organizations are focused on implementing the concept of IMC where integration of the marketing disciplines into a single aspect is undertaken. The modern integrative approach of marketing communication includes various promotional tools such as public relations, sales promotion, personal selling, advertising, event marketing, sponsorship, direct marketing, online marketing and many more. An integrative approach of modern marketing communication helps to fulfill the objectives of marketing. The objectives are to infuse revenue, influence purchasing behavior of the customers, build brand awareness and sustain the preference level of the consumers. Integrated Marketing Communication is an effective way of achieving the objectives of marketing. Thus, the goal of IMC is to generate short-term returns on investment and create long-term valuation of brand (Slideshare, 2011). Based on the level of importance of IMC in the modern market, the following review of literature that depicts the utilization of IMC in creating brand values has been undertaken. The basic managerial problem in this literature review is to evaluate the role of IMC in the present market that is used by the organizations to build, sustain, and evolve brands and influence the potential customers. IMC is recognized as a process of business that involves a relevant audience bearing multiple characteristics. The IMC satisfies the demand for responsibility and outcomes’ measurement. The evolution of IMC has taken place through transition from just media advertisement to numerous types of communication. The traditional form of marketing communication that targets the manufacturer alone has now transformed into retailer dominance (Slideshare, 2011). 3.0 Literature Review The literature review is aimed at evaluating various previous researches on the topic of Integrated Marketing Communication. Researches relevant to the current managerial problem identified in this paper will be taken up for the critical analysis. The critical analysis will be presented in the form that is pertinent to the exact problem identified in the previous section. 3.1 Use of Branding Plan as Communication Strategy for an Organization Camano (2006) had presented his findings on the importance of IMC in creating branding plan for an organization. According to the author, the main approach of IMC is to organize all the aspects of an organization’s marketing communications. The research conducted by the author has presented several important features of IMC, the effective and appropriate use of branding being one of them. The research is based on a case study of MMM Healthcare Inc. and the analysis suggested the most effective way which the organization can use to implement branding as an essential part of the process of communication. The prospect of the research conducted by the author has effectively identified the most important factors of IMC and is relevant to the recognized managerial problems. But the researcher has dealt with the healthcare market in arriving at the results. Therefore, the market prospect for another business can be different. The research could have been broadened by taking into consideration a few more businesses along with the one of healthcare. In case of other businesses, the branding plan could have been different. 3.2 Drivers of the Integrated Marketing Communication Fehrnstrom & Rich (2009) have identified event marketing to be an effective means that drive the efforts of integration. The research paper of the author tests the forces that drive IMC with respect to Cisco’s exclusive approach towards IMC and identified that no single tool of promoting brand is the best in influencing consumers’ preferences. In the present modern business world, the organizations use IMC to emphasize on a cost-effective and efficient approach for engaging business customers and consumers. The case at Cisco provided insight that IMC is the best possible way towards satisfying not only the changing nature of the consumers’ preferences but also the management’s accountability demands. A case study approach predominantly limits the scope of researches. The initiatives observed at Cisco will definitely not be the same in every organization. However, the relevance of event marketing in IMC strategies has been well established in the research which can be used by marketers in the field of information technology. 3.3 IMC as a Theory and as a Post structuralism Gould (2004) has tried to reduce the controversial concept of IMC that shows uncertainty about the actual definition of it. According to the author’s view, if IMC is taken up as a post structuralism concept, then it emerges as an effective tool for the marketers to implement their marketing model. Post structuralism is the modern era of the world that produced various modern aspects. The underlying idea of the post structuralism is that it rejects the thinking that there is a single essential way of solving problems. In his literature, the author suggested that IMC should be explained with respect to the two approaches. One is as a set of discourses and practices and the other is as a subject that is helpful for a theoretical analysis. The analysis of IMC depicted in the literature is of immense importance as it has been done based on two different approaches towards the concept, theory and practical. Readers can get handy information about the real concept of IMC through the analysis of the research. From the review of the literature, it is evident that it depends on the perception of the marketers on how they utilize the practicalities of IMC. 3.4 Theoretical Perspective of IMC According to Kitchen, Brignell, Li & Jones (2004), the concept of IMC has been facing the conceptual storm since many years. The conceptual storm is with respect to its purpose and meaning. The article has taken up the concept of IMC by considering its process of development, impact on the marketing communication aspect, critical analysis, and barriers towards further development and so on. On the basis of the analysis, the authors have even developed an IMC process model. The research of the authors is immensely valuable towards the concept of IMC in the modern world. It has viewed IMC as an integral concept that provides an inclusive mode of dealing with the marketing issues. The effective identification of the stages of IMC development has been undertaken in the article that shows the entire cycle of the concept in the modern world. There is even identification of certain barriers that may hamper further development of IMC in the future. From the overall review of the article it is evident that the basic materiality of IMC is to review it as a compact concept that can be efficiently used by the marketers as a promotional tool in branding plan. 3.5 Four Pillars and Business Process of IMC The author Kliatchko (2008), with respect to his previous publication has re-examined the concept of IMC. In this recent publication, the author has identified IMC as a business process along with recognition of four different pillars. The business process of IMC is regarding its implementation at the operational level and corporate level. The four pillars of IMC that are identified are stakeholders, content, channels and results. The research paper has dealt with the internal and external environment of the organization that ultimately enhances the building up of an integrated promotional tool of the brand in the market. The pillars that have been identified are an inclusion of the entire methodologies that are accounted to by the marketers for creating an effective marketing plan. Moreover, the review of the concept of IMC as business process in the operational and corporate level is an overwhelming phenomenon. But another important aspect of the business level has been ignored in the article which is the tactical level. The managers at the tactical level are the ones who ultimately take the initiative towards fulfilling the goals at the corporate level. A different approach of IMC at this level could have added value to the entire research process undertaken. However, the conceptualization of a complete different phenomenon in IMC implementation has been presented in the article. 3.6 Choice of the IMC Tools Kulluvaara & Tornberg (2003) in their research paper has focused on the importance of integrating the tools of marketing communication by taking into consideration the case in the tourism industry in Sweden. Along with selection of the perfect mix of promotional tools, the research of the author has also concentrated on the IMC strategy that needs to be followed. The research paper on the Swedish Tourism industry illustrates the case of a tourism business named ‘Icehotel’. It can be observed from the review of the literature that the suggested approach of the authors toward implications of IMC is an appropriate determination of the concept in the tourism market. The presentation of the entire research finding is a well established format and specifically adheres to the requirements of the research problem. But there are visible flaws in the research paper as well. The entire research has been undertaken from the companies’ perspective neglecting the market perspective. If market outlook would have been considered, the results would have provided extended dimension to the study. Moreover, the sample merely consists of a single element which is the hotel business ‘Icehotel’. Based on the views of single marketing personnel of the company, the entire analysis of the results has been presented. 3.7 Relationship among IMC, its Antecedents and Brand Performance The authors Luxton, Reid & Mavondo (2007) have helped in adding another interesting dimension in the review of literature. They have examined the relationship among Integrated Marketing Communication, Learning Orientation, Market Orientation, Brand Orientation and Brand Performance. From the review of the literature, it is evident that the constructs are interdependent of each other and possess a positive relationship among them. The factors instigate an important strategic role in enhancing the performance of the brand as a whole. The research is a significant contribution towards the exploration of the modern concept of IMC. The research is a broad outlook as it considers the point of view of 187 organizations for arriving at the conclusion towards relationship determination. The development of the following path model has been possible due to the authors’ combined efforts towards building up the relationship. From the literature review, it is evident that the process of IMC is an approach that is driven by the data related to customers and understandings of the perceptions of shareholders about the brand. It can be pervaded from the literature review that the result of creating effective stakeholder and customer relationship is the core of brand equity. Source: (Luxton, Reid & Mavondo, 2007). 3.8 IMC as Sustainability Marketing The authors Laric & Lynagh (2010) have adequately proposed the modern concept of marketing as a phenomenon of IMC. In the article, a clear distinction has been cited by the authors between sales and marketing with respect to IMC. The research of the authors has proved to be a vital part in the modern marketing scenario as it critically deals with various aspects of the world market. The modern concept of marketing is the implementation of IMC that adds value to the sustainability aspect of the marketing principles. The article has taken up various examples in the modern market that demand something more than just selling. The relationship of sustainability status with micro and macro environment has been represented effectively. A comprehensive relationship among the various economical sections, sustainability and IMC, has been established in the literature. This literature paper has undertaken the IMC concept in a broader perspective and almost all the units in economic environment have been considered. 3.9 Integration of IMC and Internal Marketing Nicholls & Schimmel describe the process of successful marketing processes that ultimately establishes the relationship between IMC and revenue generation. For generating the relationship, the authors have focused on the concept of internal marketing which is identified as a subset of marketing communication. The concept of internal marketing has been viewed to bear a positive impact on the internal as well as external goal of an organization. One more important dimension towards the concept of IMC has been added by the authors which is internal marketing. The communication that is taken up internally increases the satisfaction among the employees; the result of which can be overviewed in the external results. The literature is a vital approach towards IMC implementation that generates revenue from the ultimate external activities of an organization. 3.10 IMC as a Relationship Building Strategy The authors Perkins & Algren (2010) have defined IMC as an effective tool for building up relationship with the customers. They defined the concept with respect to the operations of non-profit organizations in the United States. The importance of IMC has also been realized by the non-profit organizations for which relationship building is the most important aspect of marketing communication. From the review of the literature, it has been observed that the non-profit organization views stakeholders to be the essential donor in the success of their organizations. It is evident from the review that relationship building is an effective organizational strategy for organizations. The research conducted by the authors seemed to have a single flaw that it described the relationship building strategy with regard to non-profit organizations alone and the organizational strategy in general has been ignored. 3.11 Predictability of IMC Schultz (1996) has depicted the concept of IMC to be unpredictable in nature. This is because the writer views IMC to be a technology driven concept that makes it an irresistible force. From the literature review, it has been observed that the future prospects of the IMC are dependent on the behavior aspects more than the aspect of attitude. The author even suggested through the literature that whether the marketer integrates promotional tools or not, it is ultimately the consumers who accomplish the integration task for the marketer. This denotes that the consumers integrate approaches of the advertiser and the marketer and then grasp the integrated message being communicated. The role of technology at this stage has been provided the most relevancies in the literature. This has been observed from the review that technology acts as a linkage between communication and distribution. 3.12 IMC in the Modern Business According to the authors Sisodia & Telrandhe (2009), IMC has influenced the acting and thinking among the organizations and companies that face the present competition in the open economy. They have catered several definitions for the concept of IMC in the modern economy in context to the Indian market. India is a growing market where the perfect example of the global village can be experienced. The analysis of the literature shows that the companies that dwell in an open economic environment mostly put the highest emphasis on implementing IMC. The research of the writers could have been broadened if few other open economies of the world would also have been considered and reviewed. From the literature review, it is evident that IMC is the most effective tool for promoting brands when the companies deal with customers who possess continuous changes in level of preferences. 3.13 Integration of the Market Orientation Touminen & Et. Al. (2009) have verified the elements of the market orientation and depicted the relationship between the elements. The identified elements of the market orientation are competitor orientation, customer orientation and inter-functional coordination. The main aim of the research was to evaluate the combined impacts of these elements on the brand orientation and review the in-turn effect of brand orientation on the performance of the brand. Various discussions on the market orientation elements have been undertaken in the research paper. From the analysis it has been developed that both market orientation and brand orientation can be mentioned as factors related to marketing that helps in pursuing competitive advantage in the markets. The research paper is an effective one as after reviewing the theoretical aspects of the concepts of market orientation, the practical implication of it in the Small and Medium Enterprises has also been undertaken. 3.14 IMC towards Brand Perception and Brand Equity Wonglorsaichon & Sathainrapabayut (2008) have provided an investigation towards the ways of creating brand equity and brand perception by the use of different tools of marketing communication. The study has been conducted regarding the perception of mothers about the baby accessories products. The research has produced results that showed perception of the mothers was different when brand has been depicted through different programs related to marketing communication. From the review of the literature, it is also evident that there is a positive relationship between the brand equity and brand perception. The brand perception is the ability of consumers to create an identity of the brand under various conditions. Thus, IMC can be used an as influential factor to enhance the brand perception of the customers. 3.15 Changed Scenario of Marketing Phillips (2005) has presented the similar thinking of both the professionals and academicians who have urged for a changed phenomenon of the concept of marketing. The research of the author suggested that the changes in marketing are the ways how consumers gather products’ and services’ knowledge by receiving the message from the marketer. It can be generated from the review of the article that the marketers become successful in satisfying the needs of the consumers if they can effectively convey the most appropriate message to them through the use of IMC. The author has put much emphasis on the consumers’ point of view regarding the perception of branding. A further approach towards developing the branding principles on the part of the marketer could have broadened the approach. 3.16 Marketing Mix of IMC According to Smith (2003), the marketing mix of the IMC is a shift from the four Ps to the four Cs. The four Cs are: customer, cost, convenience and communication. The benefit of incorporating this marketing mix is the reward that marketers are able to reach the consumers successfully. The author has successfully reviewed the changed perspective of the modern concept of IMC. From the article review, it has been established that the changed marketing concept of the modern world has shifted the assumption of the marketing mix. It can be cited based on the overall review of the article that it is ultimately the changing nature of consumers that boosted the shifted perspective of marketing mix. 3.17 Barriers to Integration of Marketing Communication Researcher Archer (2008) has taken up various controversial arguments of different scholars who provide a controversial outlook over the integration of marketing communication. According to the scholars, the integration is impossible in the post-modern world. Based on their views, the author has produced certain barriers or struggles to the integration of marketing communication. The barriers identified by the author were territorial disputes, sub-cultures within the organization, lack of resources and time and discomfort. The author has identified these barriers with respect to a case study of a major Australian Health Care Organization. But the prevailing situation in other organizations might not be the same as that in the health care organization. Moreover, the author has dealt with the matters which are internal to the organization, ignoring the market scenario where the integration ultimately has to be implemented. However, the importance of realizing the barriers has to be considered by every marketer. Thus, the literature can help to a great extent in implementing the marketing strategy involving promotional tools. 4.0 Conclusion/Research question The findings of the literature review state that considering the present dynamic market environment, marketers have added a new dimension to the process of marketing communication. The continuously changing demands of the market have resulted to the evolution of the concept of integrated marketing communication. This concept includes amalgamation of different promotional tools but with respect to the consumers’ perspectives. From the concept of IMC, the transition of marketing mix from four Ps to four Cs has evolved. The literature review has dealt with various dimensions towards the modern concept of marketing communication, i.e. integrated marketing communication. The reviews of various literatures suggest that there can be a future prospect of research on the future implacability of IMC in the modern marketing environment. Thus, it shows a scope for future research in which the research question would be: What is the future role of Integrated Marketing Communication in the modern marketing environment? The objectives of the future research on IMC would be: To evaluate the future perspectives of IMC To integrate the probable promotional tools relevant to the future of IMC in the technology driven market To measure the nature of customers in the future pertaining to the changing marketing environment To assess the role of technology in the IMC concept The literature review produces results that are appropriate to the present research problem which was to evaluate the modern implications of the marketing communication. The results have been evaluated with respect to various findings of the researchers on the topic. A link among the various dimensions of marketing has been developed in the paper. The future research suggested would produce widespread evaluation of the concept of IMC. The utilization of IMC for generation of future profit can be reviewed in the future research. The literature review suggested that IMC is a special tool that can be effectively used for creating present value and generating future benefits. 5.0 References Archer, C., (2008). Integrated Marketing Communication: What Are The Barriers To Integration? Abstract. Retrieved Online on January 27, 2011 from http://www.anzmac2008.org/_Proceedings/PDF/S01/Archer_S6%20S1%20P1.pdf Camano, J., (2006). Branding As a Communication Tool Creating a Branding Plan for Medicare Y Mucho Mas in Puerto Rico. Brigham Young University. Retrieved Online on January 27, 2011 from http://contentdm.lib.byu.edu/ETD/image/etd1346.pdf Cassedy, K., (2011). Implementing IMC. Travel Marketing Decisions. Retrieved Online on January 27, 2011 from http://www.atme.org/pubs/archives/77_255_1122.CFM Fehrnstrom, M. & Rich, D. M., (2009). Using Events to Drive an Integrated Marketing Model. Inventing the Future, Honoring the Past. Retrieved Online on January 27, 2011 from http://webcache.googleusercontent.com/search?q=cache:GnD6zKhsPQcJ:jimc.medill.northwestern.edu/JIMCWebsite/2009/Events_Drive_Integrated_Marketing_Model.pdf+Journal+of+IMC,+%202009&cd=6&hl=en&ct=clnk&gl=in&client=firefox-a Gould, S. J., (2004). IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift. Journal of Advertising. Retrieved Online on January 28, 2011 from http://journals.cambridge.org/action/displayFulltext?type=1&fid=216390&jid=JAR&volumeId=44&issueId=01&aid=216388 Kitchen, Philip J., Brignell, Joanne, Li, Tao & Jones, Graham Spickett, (2004). The Emergence of IMC: A Theoretical Perspective. Journal of Advertising Research. Retrieved Online on January 28, 2011 from http://journals.cambridge.org/action/displayFulltext?type=1&fid=216372&jid=JAR&volumeId=44&issueId=01&aid=216370 Kliatchko, Jerry, (2008). Revisiting the IMC construct. University of Asia and Pacific. Retrieved Online on January 28, 2011 from http://www.favaneves.org/arquivos/kliatchko-revisiting-the-imc-construct.pdf Kulluvaara, C. & Tornberg, J., (2003). Integrated Marketing Communication and Tourism. Lulea University of Technology. Retrieved Online on January 28, 2011 from http://epubl.ltu.se/1404-5508/2003/138/LTU-SHU-EX-03138-SE.pdf Laric, M., V. & Lynagh, P. M., (2010). The Role of Integrated Marketing Communications in Sustainability Marketing. University of Baltimore. Retrieved Online on January 28, 2011from http://asbbs.org/files/2010/ASBBS2010v1/PDF/L/Laric.pdf Luxton, S. & Reid, M., (2007). IMC, its Antecedents and Brand Performance. Abstract. Retrieved Online on January 28, 2011 from http://conferences.anzmac.org/ANZMAC2007/papers/SLuxton_1.pdf Nicholls, J. & Schimmel, K., (No Date). IMC and Internal Marketing. Introduction. 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Retrieved Online on January 28, 2011 from http://www.researchersworld.com/vol1/Paper_13.pdf Slideshare, (2011). A Contemporary Perspective of IMC. Tushn. Retrieved Online on January 27, 2011 from http://www.slideshare.net/tushn/integrated-marketing-communication-presentation Smith, K. T., (2003). The Marketing Mix of IMC: A Move from the 4 Ps to the 4 Cs. Integrated Marketing Communication. Retrieved Online on January 28, 2011 from http://pdfcast.org/pdf/the-marketing-mix-of-imc-a-move-from-the-4-p-s-to-the-4c-s Tuominen, S. & Et. Al., (2009). Market Orientation, Brand Orientation and Brand Performance in SMEs: Related Constructs. Abstract. Retrieved Online on January 28, 2011 from http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-249.pdf Wonglorsaichon, P. & Sathainrapabayut, P., (2008). Brand Perception & Brand Equity of Baby Accessory Products in Working Moms’ Perspective. International Review of Business Research Papers. 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