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Managing Marketing Communications - Essay Example

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Integrated marketing communication (IMC) name: Subject: Integrated market communication (IMC) is a method of brand communication which brings together different modes of brand communication with an aim of making them work together, (Schultz, 1996).This creates a seamless approach and experience to customers, and the information is presented in a similar and unified tone, (Pickton , & Broderick, 2005)…
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Managing Marketing Communications
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"Managing Marketing Communications"

Download file to see previous pages Some of the aspects of marketing communication include: public relations direct marketing, advertising, online communications, sales promotion and social media. Although all these marketing communication can appeal to a customer on their own, they have a better they are unified. This presents one strong message to the customer and a much reduced cost. Marketing is about perception and the power to convince potential customers, (Maria & Ionela, 2009, p 1160). Once the brand message has been strengthened, the customer has an easier decision making process. Integrated marketing approach is increasingly becoming significant within the marketing practice. This is because it is considered to be cost effective. The mass media has continued to reduce its cost effectiveness. Besides, it continued to become more and more fragmented making it difficult to reach many customers at the same time, (Marx & Lainson, 2000, p 53). Most customers spend a lot of time and on their mobile devices like cell phone and iPod. This has rendered the traditional approaches quite ineffective. For an organization to target many customers effectively, it needs to diversify its marketing approach. This has to be done with a sense of urgency and precision. Marketing strategies have to evolve due to the changing trends, (Mihart, 2012, p 129). The world has become more digitized and integrated marketing communication is now inevitable. All means of exposing a brand need to be tied to those customers who can remember the products. Sometimes marketing is just about reminding the customers that the product still exists, (Ogechukwu1,, 2011, p 62). Marketing approaches need to be diversified. This diversification need to be harmonized by use of integrated marketing communication. These two methods are mutually inclusive. The strategies of brands cannot be well understood by only looking at how they are advertised. Rather, they can easily be understood by looking at how these methods of communication work together. The synchronization of these methods should also personalize the customer’s needs and tastes, (Ogechukwu1,, 2011, p 62). This should be done in real time just like as in a conversation. This is a concept of marketing with the aim of appreciating the contribution of a variety of marketing approaches. IMC involves a comprehensive plan that involves many marketing disciplines, (Marx & Lainson, 2000, p 53). It also takes into consideration how they work in relation to reach other based on the customer perception of the prevailing environment. The aim of combining the various disciplines of marketing is to provide clarity, maximum communication impact and consistency. Most of these definitions incorporate several basic ideas. These ideas include: synergistic effect, a combination of instruments of communication and seamlessness or making these communication efforts homogeneous, (Mihart, 2012, p 129). This means that marketing can be personalized, and at the same time it can be made public to masses almost simultaneously. This is an improvement from the traditional methods of communication. Integrated marketing communication has many components. These components make the IMC work towards achieving its intended goals. The foundation is one of the most critical components. It is based on the fundamental and strategic understanding of the market and the ...Download file to see next pagesRead More
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