Integrated Marketing Communications - Research Paper Example

Cant, Strydom & Jooste (2009) traced the history of integrated marketing communication in the early years of the twentieth century. They stated that during this period the basic aim of the marketing communication strategy was to induce personal relationships with the customers. During the early years of the twentieth century, the main sources of marketing communications were a poster, print media, radio advertisements, and press releases. The authors also stated that during the period of 1950’s and 1960’s an approximate two-thirds of the marketing communication budget was spent on mass media channel.

The later years of 1970 saw an increased focus on sales promotion by the business organizations. During the period of the 1980’s organizations put up the need for an integration of the various tools of marketing communications. The later years also saw the introduction of the internet as a media for marketing communications. This period also saw the phase where there was an increased impact of the aspect of mass communication in the field of marketing communications. Organizations resorted to an increased use of creative ideas which also involved a greater amount of the element of consistency in the communications.

All these aspects were included to enhance the returns on the investment incurred by the organization towards the aspect of marketing communication. It is clear from the definition of integrated marketing communication that an effective marketing communication strategy involves the use of the entire available alternative which is offered by the integrated marketing communication. Business strategists must properly evaluate their various possible channels and modes of communications before making a final call on the marketing communication strategy.

Cant, Strydom & Jooste (2009), in their book, stated that while framing a marketing communication strategy strategists must take into account the aspects of product quality, price and distribution strategies of the company. They also stated that promotions tend to influence the other three aspects of the elements of the marketing mix.