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Shift to Integrated Marketing Communications - Research Paper Example

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The aim of this research is to investigate the benefits of integrated marketing communication over traditional approaches. The paper "Shift to Integrated Marketing Communications" also evaluates the role of integrated marketing in overall strategic plans of the organization…
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Shift to Integrated Marketing Communications
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Download file to see previous pages Integrated marketing communications create a strong brand image because it is created by synergy and proper coordination.
Pride et al (2009) stated that integrated marketing Communications is coordinating all the promotional efforts of a product or a service with the main reason of maximizing the impact of the information and persuasion applied on promotional undertakings. The basis of Integrated Marketing Communications is to send and deliver a consistent message about a given product or service to the customers.
According to Koekemoer and Steve (2004) asserted that integrated marketing Communications can be used to manage customer relationships so as to propel the value of the brand. They further argued that for integrated marketing Communications to occur, four stages must be fulfilled. The first stage is developing the policies of sending, delivering and receiving combined marketing messages. The second stage is to consider the source of the company’s brand as well as the product distribution channels. This provides useful information on how the message can be transmitted to the intended customer or consumer. It is important at stage two to widen the scope of communication activities to include employees, suppliers as well as other relevant business partners. The wider inclusion of key stakeholders helps to support and align the marketing communication activities of given product or service to the customers or consumers. The third stage Koekemoer and Steve (2004) recommended for efficient integrated marketing Communications is the use of information technology (IT) when utilizing the available data. Information technology provides a foundation to identify the impact and value of both internal and external marketing communication programmes. The fourth stage is to align strategic planning to be driven by consumer orientations.  ...Download file to see next pagesRead More
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