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Introduction The notion of integrated marketing communications IMC is not new although it has become popular in recent times Pickton D and Broderick A 2005 While the marketing concept more often than not has always focused on consumer needs the practice of IMC has truly provided the first major effort to really put the customer in the centre of firms marketing activities and even some marketing authors would agree to a large extent has defined successful businesses That being the case the need for Integrated Marketing Communication is not only needed but critical to marketing success Wirth R 2005 No doubt it is viewed as a response tool to communication challenges facing todays organizations More encompassing than advertising IMC weaves together a broad array of traditional and innovative communication tools and techniques in highly coordinated customer-focused programs But then with all the accolade given to IMC organisations world wide have not had it easy to embrace Pettegrew 2000 an issue also explore in this report Definition The dawn of the 21st century has seen the definition of IMC changed Schultz and Kitchen 2000 Previously IMC was thought as a concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a number of communication disciplines for example general advertising direct response sales promotion and public relations and combines these disciplines to provide clarity consistency and maximum communication impact Today IMC is considered as a strategic business process used to plan develop execute and evaluate coordinated measurable persuasive brand communication programs over time with consumers prospects and other targeted relevant external and internal audiences Schultz and Kitchen 2000 The management process associated with the strategic development and dialogue of consistent coordinated messages would seek to reinforce core brand propositions that able to be perceived by stakeholders Chris Fill
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