Marketing communication essay questions

Effective communication is done through popular channel that transmits simply and precisely. An organization can use array of promotion techniques such as advertising, personal selling, sales promotion, direct marketing and public relations to attain its communication objectives.

Since last two decades, promotions strategies used by organizations around the world have undergone through remarkable changes. This is because of the advancement of technology. Companies must develop capability to adapt in such transformation in marketing communications and, to be successful in the future. It is recommended that the Marketing manager must utilize the new emerging communication techniques to get success in complicated marketing process.

Integrated marketing communications abbreviated as IMC is the synchronization and integration of all marketing communication tools, avenues, and sources within a company into a faultless program, which enhances the impact on customers and other end users at low cost.

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This assimilation affects all of a firm's business-to-business, marketing channel, customer focused, and internally directed communications. The phrase of Integrated Marketing Communication evolved in the late 20th century regarding application of reliable brand messaging across innumerable marketing channels. The main purpose to develop this type of communication is to address the need for businesses to offer customers more than just standard advertising.

Integrated Marketing Communications suggests that marketers focus at the customer first and his or her preferences, buying patterns, media exposure, and other factors and then customer is exposed to the products that fits its need through mix of communication methods which the customer find more eye-catching and convincing. Jones stated that it is innovative step because of a whole culture of agencies, in-house departments, and consultants had grown up around the concept of separation for advertising, direct marketing, sales sponsorship, and public relations efforts instead of the harmonious, customer-centred planning process that IMC requires.

Integration is dominant concept in marketing because technological developments have transformed how business stakeholders interact. Theoretical studies in marketing were emerged in multimodal, multi directional communication. Schultz described IMC as conception of marketing communication planning that mingle and assess strategic role of dissimilar communication discipline to get the precision, consistency and larger impact. Another group of theorists, Percy et al. Process of producing and applying the different communication programs and the probability to have impact in future over time, general IMC process begins with the customer and work to verify and define the methods and forms to develop the powerful communications programs Schultz, In general, IMC is also considered as a strategic business process which is used to plan, develop, execute and evaluate the coordinated and assessable influential marketing communication programs relevant to external and internal audience over time.

Raman and Naik explained an IMC program as plans and execute various marketing activities with uniformity so that its total impact exceeds the sum of each activity. It is a policy in which diverse communication devices like advertising, public relations, sales promotion, direct marketing and personal selling work together to exploit the communication impact on target consumers.

IMC is also described as a management model which is designed to make combined force of different aspects of marketing communication such as sales promotion, public relations, advertising and direct marketing. In theoretical studies, Kotler and Armstrong developed dominant theory for Integrated Marketing Communications and stated that it is a concept in which a"company carefully integrates and coordinates its many communication channels mass media advertising, personal selling, sales promotion, public relations, direct marketing, packaging, and others to deliver a clear, consistent, and compelling message about the organization and its products".

The outcomes of Integrated Marketing Communications are superior communication that changes into steady sales volume. The integrated marketing communication goes beyond these particular promotion tools. The design, and packaging of the product, its container and packaging, its price, and the retail stores that sell the product, all converse something to purchaser.

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Consequently, although the promotion mix is an organization's primary communication, the whole marketing mix including product, place, price and promotion must be synchronized to gain the desired impact. The Integrated Marketing Communications facilitates company to understand the needs of specific customers and then helps in designing a well-coordinated promotional program that focus to manage the customer relationship eventually.

Pelsmacker et al affirmed that Integrated Marketing Communication is "the integration of specialized communications functions that previously operated with varying degrees of autonomy".

It is said that when firms can not integrate its various communications tools, for example, the advertisements of the offering concentrate on one thing, while a price signalled transmit a different message while the labelling of the product depicts still another message, it gives confusing message to purchasers and they may change their decision for buying particular product of company.

Kotler and Armstrong have said that "IMC builds brand identity and strong customer relationships by tying together all of the company's messages and images". Brand messages and positioning are synchronized across all communication process and media.

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Get Help Instantly Email:. Our Top Experts. James Cook. Leroy Bicknell. Samantha Ji. Jack Arens. Great Academic Solution 1,, Orders Delivered. Amazing Features. Plagiarism Free. Best Price. Top Quality. Companies must develop capability to adapt in such transformation in marketing communications and, to be successful in the future. It is recommended that the Marketing manager must utilize the new emerging communication techniques to get success in complicated marketing process.


  • IMC (Integrated Marketing Communication) - Essay Example?
  • Marketing Communications Planning Framework - A Crucial Tool Towards Integrated Marketing.
  • Integrated Marketing Communications (Marketing Management).

Integrated marketing communications abbreviated as IMC is the synchronization and integration of all marketing communication tools, avenues, and sources within a company into a faultless program, which enhances the impact on customers and other end users at low cost. This assimilation affects all of a firm's business-to-business, marketing channel, customer focused, and internally directed communications.

The phrase of Integrated Marketing Communication evolved in the late 20th century regarding application of reliable brand messaging across innumerable marketing channels. The main purpose to develop this type of communication is to address the need for businesses to offer customers more than just standard advertising. Integrated Marketing Communications suggests that marketers focus at the customer first and his or her preferences, buying patterns, media exposure, and other factors and then customer is exposed to the products that fits its need through mix of communication methods which the customer find more eye-catching and convincing.

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Jones stated that it is innovative step because of a whole culture of agencies, in-house departments, and consultants had grown up around the concept of separation for advertising, direct marketing, sales sponsorship, and public relations efforts instead of the harmonious, customer-centred planning process that IMC requires. Integration is dominant concept in marketing because technological developments have transformed how business stakeholders interact. Theoretical studies in marketing were emerged in multimodal, multi directional communication.

Schultz described IMC as conception of marketing communication planning that mingle and assess strategic role of dissimilar communication discipline to get the precision, consistency and larger impact. Another group of theorists, Percy et al. Process of producing and applying the different communication programs and the probability to have impact in future over time, general IMC process begins with the customer and work to verify and define the methods and forms to develop the powerful communications programs Schultz, In general, IMC is also considered as a strategic business process which is used to plan, develop, execute and evaluate the coordinated and assessable influential marketing communication programs relevant to external and internal audience over time.

Raman and Naik explained an IMC program as plans and execute various marketing activities with uniformity so that its total impact exceeds the sum of each activity. It is a policy in which diverse communication devices like advertising, public relations, sales promotion, direct marketing and personal selling work together to exploit the communication impact on target consumers. IMC is also described as a management model which is designed to make combined force of different aspects of marketing communication such as sales promotion, public relations, advertising and direct marketing.

In theoretical studies, Kotler and Armstrong developed dominant theory for Integrated Marketing Communications and stated that it is a concept in which a"company carefully integrates and coordinates its many communication channels mass media advertising, personal selling, sales promotion, public relations, direct marketing, packaging, and others to deliver a clear, consistent, and compelling message about the organization and its products".

The outcomes of Integrated Marketing Communications are superior communication that changes into steady sales volume. The integrated marketing communication goes beyond these particular promotion tools. The design, and packaging of the product, its container and packaging, its price, and the retail stores that sell the product, all converse something to purchaser. Consequently, although the promotion mix is an organization's primary communication, the whole marketing mix including product, place, price and promotion must be synchronized to gain the desired impact.

The Integrated Marketing Communications facilitates company to understand the needs of specific customers and then helps in designing a well-coordinated promotional program that focus to manage the customer relationship eventually. Pelsmacker et al affirmed that Integrated Marketing Communication is "the integration of specialized communications functions that previously operated with varying degrees of autonomy".

It is said that when firms can not integrate its various communications tools, for example, the advertisements of the offering concentrate on one thing, while a price signalled transmit a different message while the labelling of the product depicts still another message, it gives confusing message to purchasers and they may change their decision for buying particular product of company. Kotler and Armstrong have said that "IMC builds brand identity and strong customer relationships by tying together all of the company's messages and images".

Brand messages and positioning are synchronized across all communication process and media. Integrated Marketing Communications is a practical tool to interact with customers and convince them to buy products of company. Each strategy Integrated Marketing Communications has great importance which can be evaluated from the results and impact of that strategy.

Integrated Marketing Communications is considered as major competitive advantage in numerous firms Kitchen and Schultz, Integrated Marketing Communications tactics can increase sales and profit while saving the time, money and stress by applying IMC Smith,

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