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Literature & Language
INTEGRATED MARKET COMMUNICATION (Essay Sample)
ASSIGNMENT 08 BU320C Marketing Principles Directions: Unless otherwise stated, answer in complete sentences, and be sure to use correct English spelling and grammar. Sources must be cited in APA format. Your response should be a minimum of one (1) single-spaced page to a maximum of two (2) pages in length; refer to the "Assignment Format" page for specific format requirements. Define Integrated Marketing Communications (IMC) and explain the goal of IMC. Also list and describe the seven (7) different components of the communication process. Lastly, discuss at least three (3) factors firms should use as marketing metrics to plan for and measure IMC success. THIS IS THE END OF ASSIGNMENT 08. source..
INTEGRATED MARKET COMMUNICATION
(13 April 2012)
Integrated Market Communication
Integrated marketing communication is the management concept that is aimed at managing customer relations so as to ensure brand value through effective communication. The strategy is developed so as to inform, convince and persuade consumers to buy a product or service (Grewal & Levy, 2009).
It can also be defined as a process which involves integrated comprehensive marketing that drive new value primarily through efforts of communication. Those efforts comprises of cross-functional means that develop as well as nourish profitable relationships with the stakeholders and customers, through strategically influencing both messages delivered to those groups and encouraging information driven, aiming dialog together with them
The components of IMC (Grewal & Levy, 2009)
Advertising is focused on the masses and the payments are paid by the advertiser. It is efficient since it reaches a large number of people. It is has a high absolute cost and is difficult to get feedback from the clients.
(2) Sales Promotion
Is focused on the mass and has a wide range of fees depending on the selected form of promotion. It is effective in behavior change in the short run, and it is very flexible. It can be easily abused and can cause wars in addition to duplication by competitors.
(3) Public Relations
It is focused on the masses and there is no payment that is done directly to the media. It is very credible and focuses on changing the customer`s perception of the product. The media will not be very cooperative in this aspect especially when the media is not involved.
Publicity involves presenting the product or service to the public; this will be costly depending on the method used. They may include exhibitions, adverts, reports, polls and surveys, awards or debate. The company normally focuses on managing the perception of the public and they may decide to use a celebrity to publicize the company`s products.
(5) Direct Marketing,
This is a customized integrated marketing communication, the costs include the direct mailing, phone calls, or computer internet adverts. The strength is that the messages are easily and...
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