Sep 032014
 

  Let’s evaluate the key differences between the evolving IMC definitions to understand how the perception and role of integrated marketing communications has progressed. Broader than just consumers The audience is much broader than just consumers. While communicating to consumers obviously remains very important and probably the focus of communication Read full article…

Sep 032014
 

  The changing media environment The process of communicating in marketing is far more challenging in today’s environment due to the complexity of media choices and the interaction between consumers and the resultant effect on consumer shopping behavior. In the “old days”, a firm’s promotional mix was almost exclusively made Read full article…

Sep 032014
 

  Customer journey mapping is techniques that relies upon identifying and sequencing the touchpoints (exposures and interactions) that consumers (potential customers) and actual customers have with the brand. Therefore, as a simple definition for what is a brand touchpoint? A brand touchpoint can be considered as any interaction or exposure Read full article…

Aug 062014
 

  What are the extra communication challenges faced in today’s media environment? As a quick list, today’s media and communication environment as the following impact on marketers, each of which will be discussed below. Less control of message Need more variety of communication tools Need to be more entertaining Use Read full article…

Jul 292014
 

  When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was the way it was practiced in real organizations. (In the Read full article…

Jul 282014
 
Understanding the four stages of integrated marketing communications

  One model that is discussed in marketing textbooks to explain the concept of integrated marketing communications is the four stages of integrated marketing communications (IMC) developed by Schultz and Kitchen (2000). The four stages model of integrated marketing communications (IMC) As can be seen in the model, the four Read full article…