Integrated Marketing Communications
Integrated Marketing Communications Assignment: Georgina Tilbrook (7619740)
Introduction:
All organisations, whether large or small, commercial or independent need to communicate in order to run a profitable and successful business. Marketing communications provides the means for brands and organisations to present themselves to their target audiences and therefore vital in promoting the right message. As competition increases, communication develops both with respect to direct competition and international competition [1]. Organisations use various forms of communication in order that they be heard, understood and engaged by through dialogue and mutually beneficial relationships, ideally leading to customer purchases and customer loyalty. This interaction through communication represents an exchange between the organisation and the customer and perceived satisfaction and overall quality of the exchange process will determine the success or consequential failure of the marketing communication message. Investing in communication is crucial when trying to develop corporate social responsibility as well as allowing companies to identify and position themselves in the market as well as building stakeholder trust, without stakeholders an organisation has limited support (Grunig, Hunt, 1984; Keller, Lehmann, 2006). Marketing is defined as the management process responsible for identifying, participating and satisfying consumer’s requirements profitably. To ensure that these customer needs are met, companies refer to the marketing mix; a set of controllable, tactical marketing tools that the firm blends to produce the response it wants, also referred to as product, price, place and promotion.
Clow and Baack (2012) defined Integrated Marketing communications as “The co-ordination and integration of all marketing communication tools, avenues and sources in a company into a seamless programme designed to maximise the impact on customers and other stakeholders” [2].
Introduction:
All organisations, whether large or small, commercial or independent need to communicate in order to run a profitable and successful business. Marketing communications provides the means for brands and organisations to present themselves to their target audiences and therefore vital in promoting the right message. As competition increases, communication develops both with respect to direct competition and international competition [1]. Organisations use various forms of communication in order that they be heard, understood and engaged by through dialogue and mutually beneficial relationships, ideally leading to customer purchases and customer loyalty. This interaction through communication represents an exchange between the organisation and the customer and perceived satisfaction and overall quality of the exchange process will determine the success or consequential failure of the marketing communication message. Investing in communication is crucial when trying to develop corporate social responsibility as well as allowing companies to identify and position themselves in the market as well as building stakeholder trust, without stakeholders an organisation has limited support (Grunig, Hunt, 1984; Keller, Lehmann, 2006). Marketing is defined as the management process responsible for identifying, participating and satisfying consumer’s requirements profitably. To ensure that these customer needs are met, companies refer to the marketing mix; a set of controllable, tactical marketing tools that the firm blends to produce the response it wants, also referred to as product, price, place and promotion.
Clow and Baack (2012) defined Integrated Marketing communications as “The co-ordination and integration of all marketing communication tools, avenues and sources in a company into a seamless programme designed to maximise the impact on customers and other stakeholders” [2].