This paper will evaluate the concept of as applied in the field of marketing with a specific focus on the impact of interactive marketing communications and the emerging role of digital media and digital technology; additionally, this essay will also outline some of the key arguments against the IMC perspective while drawing conclusions on the discussions.Integrated marketing communications (IMC) refers to the use of branding messages that are consistent throughout all the marketing channels, both conventional and non-conventional, while applying varied promotional methods to reinforce each other. The IMC is an invaluable approach that marketing teams world over exploit in their marketing campaigns to achieve their objectives effectively and efficiently, particularly because, applying the different and well-coordinated promotional methods reinforces their influence (Rehman & Ibrahim, M. The concept has a number of components but one of the most essential one is the company’s brand, that is, the company’s name, sign or logo, which are used to identify the company alongside all its products and services in the marketplace while promising value. Other components of IMC include the organizational culture, four P’s (price, product, promotion, and place), advertising, e-commerce, sales, public relations, promotions, trade fairs, as well as corporate philanthropy.The marketing teams have numerous communication tools at their disposal, which can only achieve optimum benefits if they work together in harmony speaking with consistency rather than singly since their sum often achieves greater impact than their parts. Beyond the mere integration of basic marketing tools, integration also occurs at other levels of the corporate thereby yielding other numerous forms of integration namely horizontal, vertical, internal, as well as external integration and data integration, which contribute to the strengthening of integrated communications. Whereas marketing communications are integrated horizontally across the different organizational departments as well as across business functions, vertical integration ensures that all the goals and objectives of marketing communications are aligned to the corporate aims and objectives at the higher levels in the organizational strata. Internal integration entails marketing within the
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Khan, F., & Siddiqui, K. (2013). The importance of digital marketing. an exploratory study to find the perception and effectiveness of digital marketing amongst the marketing professionals in Pakistan. Journal of Information Systems & Operations Management, , 1-8.
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