Integrated Marketing Communication - Essay Example

Integrated Marketing Communication to Build Brands: Using Integrated Marketing Communication to Build, Sustain, Evolve Brands, and How to Influence Potential CustomersSection 1: Research ProblemAlthough the concept of Integrated Marketing Communication (IMC) is not new, the practice processes used in it are absolutely new. The concept has been framed as modern and has been proved successful (Dr. Ebren, 2006). IMC helps a firm not only to generate short-term financial returns, but it also helps in building long term value with respect to brand sustainability (Laric & Lynagh, 2010).

The IMC and brand identity are the two critical components of a firm for drawing up its brand equity strategy and the role of IMC is the greatest in creating and sustaining brand equity (Madhavaram & Et. Al., 2005). The scope of IMC is very huge as it influences the potential customers and enhances their buying nature. IMC is a customer centred form of communication that affects behaviour with the use of synergy and build relationships by using all forms of contact (Martin, 2010). According to Kitchen & Et. Al. (2004), IMC has become the most apparent form of doing business.

The writers have considered IMC in terms of development, impact on marketing communication and likely development in the future prospect (Kitchen & Et. Al., 2004). This literature review will examine the role of IMC in building brands and sustaining it. At the same time the influence of IMC on potential customers will also be evaluated (Dr. Sisodia & Telrandhe, 2010).Section 2: Review of Previous Research(Nicholls & Schimmel, n.d.).The Path Model demonstrated by Reid & Et. Al. (2005), suggests the nexus between market orientations, brand orientations and IMC have been depicted with the cohesion of brand identity.

This model explains the importance of IMC in the organisation. Camano (2006) conducted a research on branding as a communication tool and presented the importance of IMC in creating brand identity. IMC is seen as a step forward towards satisfying customers and company needs (Camano, 2006). The idea behind IMC is coordination of messages for maximum impact. IMC enhances relationship that occurs due to company’s effort (Thorson & Moore, 1996). Section 3: Significant ProblemIMC is a powerful tool that leads practitioners in conducting and implementing marketing communications program (Gould, 2004).

IMC is viewed as the effective integration of all communication tools that provides effective modes of creating long term relationship with the stakeholders (Archer, n.d.). According to Luxton & Reid, there is a positive significant relationship between the factors of branding and IMC that an efficient mingling of the elements results in success for the organisation (Luxton & Reid, n.d.). Tuominen & Laukkanen (2009) conducted a study on a structural equation model that produced result which implied customer orientation along with inter-functional coordination affect brand orientation (Tuominen & Et. Al., 2009).

According to Kliatchko (2008), IMC will continue to be an important area of research as the concept progress from time to time and hence different forms of its explanatory areas also evolves (Kliatchko, 2008). Thus, the literature review will focus on various emergent aspects of IMC and will prove the relationship with market and brand orientation and their joint impact on building brand.ReferencesArcher, C., (No Date). Integrated Marketing Communication: What Are The Barriers To Integration? Abstract. Retrieved Online on December 02, 2010 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 December 02, 2010 from http://contentdm.lib.byu.edu/ETD/image/etd1346.pdfDr. Ebren, F., (2006). Impact of Integrated Marketing Communications Programs in Enhancing Manager and Employee Performance. International Conference on Human and Economic Resources. Retrieved Online on December 02, 2010 from http://pdfcast.

org/pdf/impact-of-integrated-marketing-communications-programs-in-enhancing-manager-and-employee-performance Dr. Sisodia, S. & Telrandhe, N., (2010). Role of Integrated Marketing Communication in Modern Indian Business. Researchers World. Retrieved Online on December 02, 2010 from http://www.researchersworld.com/vol1/Paper_13.pdf 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 December 02, 2010 from http://journals.cambridge.org/action/displayFulltext?

type=1&fid=216390&jid=JAR&volumeId=44&issueId=01&aid=216388 Kitchen, P. H. & Et. Al., (2004). The Emergence of IMC: A Theoretical Perspective. Journal of Advertising Research. Retrieved Online on December 02, 2010 from http://journals.cambridge.org/action/displayFulltext?type=1&fid=216372&jid=JAR&volumeId=44&issueId=01&aid=216370 Kliatchko, J., (2008). Revisiting the IMC construct. University of Asia and Pacific. Retrieved Online on December 02, 2010 from http://www.favaneves.org/arquivos/kliatchko-revisiting-the-imc-construct.

pdf Laric, M., V. & Lynagh, P. M., (2010). The Role of Integrated Marketing Communications in Sustainability Marketing. University of Baltimore. Retrieved Online on December 02, 2010 from http://asbbs.org/files/2010/ASBBS2010v1/PDF/L/Laric.pdf Luxton, S. & Reid, M., (No Date). IMC, its Antecedents and Brand Performance. Abstract. Retrieved Online on December 02, 2010 from http://conferences.anzmac.org/ANZMAC2007/papers/SLuxton_1.pdf Madhavaram, S. & Et. Al., (2005). Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy: A Conceptual Framework and Research Propositions.

Journal of Advertising. Retrieved Online on December 02, 2010 from http://mesharpe.metapress.com/app/home/contribution.asp?referrer=parent&backto=issue,6,10;journal,20,31;linkingpublicationresults,1:110658,1 Martin, D., (2010). Overview of Integrated Marketing Communications. Learning Objectives. Retrieved Online on December 02, 2010 from http://www2.hawaii.edu/~drmartin/mkt313/note/intro.htm Nicholls, J. & Schimmel, K., (No Date). IMC and Internal Marketing. Introduction. Retrieved Online on December 02, 2010 from http://www.roanoke.edu/business/SEINFORMS%202009%20-%20Proceedings/proc/p090511007.

pdf Thorson, E. & Moore, J., (1996). The Circle of Synergy: Theoretical Perspectives and an Evolving IMC Research Agenda. Concept. Retrieved Online on December 02, 2010 from http://spot.colorado.edu/~moriarts/synergy.html Thorson, E. & Moore, J., (1996). Effective Relationship Links in Consumer Marketing. Relationship Marketing. Retrieved Online on December 02, 2010 from http://spot.colorado.edu/~moriarts/relstdy.html Tuominen, S. & Et. Al., (2009). Market Orientation, Brand Orientation and Brand Performance in SMEs: Related Constructs. Abstract. Retrieved Online on December 02, 2010 from http://www.

duplication.net.au/ANZMAC09/papers/ANZMAC2009-249.pdf BibliographyDavid, B., (2005). Brand Strategy and Integrated Marketing Communication (IMC): A Case Study of Player’s Cigarette Brand Marketing. Journal of Advertising. Retrieved Online on December 02, 2010 from http://www.allbusiness.com/professional-scientific/advertising-related-services/860632-1.html Luxton, S., (2005). The Relationship between Integrated Marketing Communication, Market Orientation and Brand Orientation. Journal of Advertising.

Retrieved Online on December 02, 2010 from http://www.allbusiness.com/management/860627-1.html Leslie, D. C. & Malcolm, M., (2003). Creating Powerful Brands. Commentaire. Retrieved Online on December 02, 2010 from http://www.lavoisier.fr/notice/frOKOOS6AIXOSALO.html McDonald, R. E., (2005). Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy: A Conceptual Framework and Research Propositions. Journal of Advertising. Retrieved Online on December 02, 2010 from http://www.

allbusiness.com/management/860631-1.html Perkins, A. & Algren, M., (No Date). The Use of Integrated Marketing Communications by U.S. Non-profit organizations. Introduction and Review of Literature. Retrieved Online on December 02, 2010 from http://people.ku.edu/~dguth/NP-IMC.pdf