How has the concept of integrated marketing communication evolved?

Marketing Environment, Promotion Concepts / By

 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 consumersThe audience is much broader than just consumers. While communicating to consumers obviously remains very important and probably the focus of communication for most firms – firms also need to […]

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The changing media environment

Marketing Environment, Promotion Concepts / By

 The changing media environmentThe 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 up of its sales function and advertising

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Extra communication challenges in today’s media environment

Marketing Environment, Promotion Concepts / By

 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 messageNeed more variety of communication toolsNeed to be more entertainingUse of social mediaComparison sites, forums and message boardsInfluence of independent bloggersMore

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Why has integrated marketing communications (IMC) become more important?

Promotion Concepts / By

 If we go back in time, the prime communication tool for most organizations was some form of advertising. Large companies and brands could afford major TV advertising, whereas small businesses advertised in the local newspaper or on local radio.Companies use to structure their marketing area as primarily a promotional arm (in the sales/promotion era), where

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The difference between advertising and integrated marketing communications

Marketing Strategy, Positioning, Promotion - Advertising, Promotion Concepts, Services Marketing, Videos / By

 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 sales/promotion era of marketing.)For most of

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Integrated marketing communications definition

Promotion Concepts / By

 Integrated marketing communications, IMC, is typically what we think of as the promotional mix in the 4P’s or 7P’s – or even perhaps as communication itself in the 4C’s version of the marketing mix elements.The to think that integrated marketing communications is simply the coordination of the firm’s promotional activities is quite limited in scope

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Understanding the four stages of integrated marketing communications

Promotion - Advertising, Promotion - Online, Promotion Concepts / By

 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 stages are:Tactical coordination of marketing communicationsRedefining the scope

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