IMC

Integrated Marketing Communications



Integrated Marketing Communication

Introduction

In the modern management of marketing communications need to distinguish the concept of integrated marketing communications. Integrated marketing communications is a concept of marketing communications planning that comes from the need to assess the strategic role of its individual sectors (advertising, sales promotion, PR, etc.) and find the best of their connection to ensure clarity, consistency and maximization of communication programs through the integration of all discrete references. At its core, the integration process is a system of rational relationship for certain tasks. Their correct integration enables synergies and enhances each other's actions (Edell, 1999, 99). Actually, the site (and its technical capabilities alone) is the integration component, which can be used to track all marketing communications in the network. Therefore, the use of an integrated approach to marketing communications in the Internet is much easier compared with its use in traditional media. One of the most important variables to consider in developing the marketing strategy of any company is marketing communication Integral since its downstream activities enable you to communicate the features and benefits of a product or services to the target market.

Literature Review

Today, IMC is seen as a strategic business process to plan, develop, implement and evaluate coordinated measure, persuasive communication of the brand over time with consumers, prospects, and other audiences, internal and relevant external. Development of the Internet has changed a few modern view of marketing communications. The network combines the interactive nature of communication and personalization options. Internet is also a new medium for communication and the growing market of potential customers who have high incomes (Frambach, 1993, 22).

The main difference from other online media is a multidirectional communication model "many too many", in which each subscriber has the opportunity to contact other subscribers and the ability to provide feedback. In addition, the special environment for the Internet manifests itself in the active role of users (in the traditional media, their role is passive), which is due to the control of the search for information by the various search engines and navigation. The interactive nature of Internet environment improves the efficiency of interaction between participants of communication. It should be noted that a feature of Internet advertising is a two-pronged approach (Rayport, 2007, 24).

It is an advertisement in the form of banners, text links, publications and other media advertising.

The site and its content. In addition, the site can serve as direct marketing of goods, it also is a means of communication with the user and performs the role of branding. Almost all the promotional tools on the Internet, except for image and enabling functions that perform the function of attracting users to the site and, accordingly, pushing it into the net.

Internet environment allows for the communication process with greater interactivity than other communication channels through rapid feedback and the possibility of providing too much information. It is an interactive technological capabilities of online advertising is the main argument for using it. There are some specific marketing communications (IMC) in the ...