Integrated Marketing Communications example essay topic

"Integrated marketing communication simply recognises the need to plan and build up all relevant marketing communications so that they work together in harmony to the greatest effect with greatest efficiency" (Pickton and Broderick, 2001: 47) Linton and Morley "list ten potential benefits of integrated marketing communications" (Linton and Morley 1995: 124) o Creative Integrity Consistent Messages Unbiased Marketing Recommendations Better Use of Media Greater Marketing Precision Operational Efficiency Cost Savings High-calibre consistent service Easier working relation so Greater agency accountability In brief the value of IMC is that it will help an organization Assess the market and set their objective so Hone communication messages and target key stakeholder so Leverage resource so Build internal databases and marketing resource so Tie together the tone and style of all corporate communications, collateral and advertising It is without question the main reason for using any combination of the core marketing activities is to help mainstream communications with customers. However even though the five core activities reach a common goal each has its own approach and solution to facilitating information. For instance: Public Relations "consists of activities that influence public opinion and create goodwill for the organization" (Marketing Seminar MKT 5540: 2003). Simply put this usually involves any type of public message such as Sponsorship activities Conferences and events Media / trade briefings Getting stories in newspapers / magazines and on T. V, radio etc.

Direct Marketing "Is any activity which creates and exploits "direct relationships" between an organization and its customers". (Marketing Seminar MKT 5540: 2003). In brief this method enables organizations to contact prospective and current customer directly and address their unique needs through way ofTelemarketingHandoutsOutgoing E-mail / postal mail Door-to door marketing Sending out catalogues to named contacts Advertising is "non-personal communication of information usually paid for with an identified sponsor who is persuasive in nature about products or ideas". (Marketing Seminar MKT 5540: 2003) The advantage of this marketing method is that it is public, it is persuasive and there is an avenue to be highly creatively.

For these reason advertising is usually seen in Local newspapers and the radioTelevisionPostersWebsitesBannersExhibitions and trade shows Sales promotions are "short term incentives that facilitate the movement of products from producer to end user". (Marketing Seminar MKT 5540: 2003) The reason why this method is short term is that if it was not there would be no reason for consumers to act quickly. In order to utilise this methods so as to monitor and persuade consumers to buy products, organisations will generally use a wide range of sale promotions such asCouponsFree samples Contests and dealer incentives Refunds / rebates Bonus packs Point of purchase displays Personal selling "Personal selling is oral communication with potential buyers of a product with the intention of making a sale". (Marketing Seminar MKT 5540: 2003) Basically this is a direct face to face interaction to potential buyers which usually requires a respond now approach. For this reason this method is usually confined product categories where assistance and expertise are required such as computer servers. The downfall, however to this method is that costing can be quiet expensive due fluctuating cost needed to employee sales staff.

Pickton, D and Broderick, A (2001), Integrated Marketing Communications, FT Prentice Hall, Linton, I. and Morley, K. (1995), Integrated Marketing Communications. Butterworth Heinemann. Lavidge, R. and Steiner, G. (1961), "A Model for Predictive Measurements of Advertising Effectiveness", Journal of Marketing, October 1961 Belch, G. and Belch M. (2004). Advertising and promotion: An integrated marketing communications perspective (6th ed. ), Irwin: McGraw-Hill. web comm / terms /term d. htm web resources direct mail mark web D and Broderick, A (2001), Integrated Marketing Communications, FT Prentice Hall, Linton, I. and Morley, K. (1995), Integrated Marketing Communications. Butterworth Heinemann.

), Irwin: McGraw-Hill. web comm / terms /term d. htm web resources direct mail mark web.