Integrating Marketing Communications

In: Business and Management

Submitted By CyTique85
Words 1569
Pages 7
Part 1
Integrated marketing communications is an approach that businesses use to achieve the objectives of a marketing campaign using different promotional strategies. This includes recognizing the value of comprehensive plan to evaluate the roles of communications disciplines of public relations, advertising, sales promotion, personal selling, and direct marketing, all of which ensure maximum communication impact. Typically, it can be described in simple terms as the application of brand messaging across traditional and nontraditional marketing strategies. The messaging strategies are unified and are customer centered. The basic reasons for messaging or communication are to inform, persuade, assist other efforts, remind, and add value (Madhavaram, Badrinarayanan & McDonald, 2005).
Johnson & Johnson (2005) stipulates that there are various elements used for integrated marketing communications. These include advertisement, sales, promotion, public relations, personal selling, and direct marketing. Advertising is one of the most powerful tools of marketing communication. It refers to a paid presentation and promotion of goods, services, and ideas by an identified sponsor. Advertisement is regarded as the life blood of modern business because of the ability to reach a huge number of consumers. Adverts inform consumers of the quality of a product; thus, attracting a huge number of consumers. When done in the right way, it has the ability to convince consumers of the effectiveness of a product so as to attract a large number of consumers. However, advertisement has its disadvantage because of the related costs. Some people argue that the amount of money that businesses use to advertise is too much for a product. In addition to that, it is a way one way type of communication that does not allow for feedback; hence, it may fail to be persuasive.
The other essential…...

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