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Marketing Communication Strategy - Assignment Example

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This assignment "Marketing Communication Strategy" focuses on Integrated marketing communication that refers to the integration of all promotional tools that are used by an organization so that they work together in harmony towards a common objective. …
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Marketing Communication Strategy
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Download file to see previous pages In addition, it enables the organization to consolidate its image. In contrast, the lack of integrated marketing communication will result in multiple communication strategies that may undermine the brand of the organization and create confusion among its customers. Furthermore, it enables the organization to develop a dialogue with its consumers. For example, the presence of an integrated communication tool will help the consumers to identify with the organization. In addition, it will enable the organization to nurture its relationship with the consumers.
According to Adentinji et al (2004, p. 23), IMC can boost sales by extending messages across multiple communication tools. As a result, there will be more avenues to create awareness among consumers. Schultz (1994, p. 114) states that awareness will arouse the interest of consumers who will ultimately make a purchase. Consequently, the organization will experience greater sales revenue. In addition, it saves money by eliminating duplication of photographs and graphics because they can be shared as opposed to the creation of different content for each communication. It also enables the organization to use one agency that will save money
In spite of the benefits associated with IMC, most organizations fail to implement it due to the significant challenges experienced (Bidlake, 2011). Firstly, there is a significant challenge in measuring its effectiveness. It is difficult for organizations to measure the effectiveness of combining the multiple media channels so as to ascertain its effectiveness.
There is a lack of agreement on the best way to implement IMC. In addition, it requires an understanding of the values and goals of the organization so as determine the best IMC strategy.  ...Download file to see next pages Read More
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