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Managing Markering Communication Essay Example | Topics and Well Written Essays - 2500 words
Managing Markering Communication - Essay Example Integrated Marketing Communications, or IMC, basically refers to the process of combining all the tools used in advertising so that they can function together. Promotion, one of the marketing mixÃ¢â¬â¢s 4 Ps, has its own combination of communication elements. All of these elements operate better if they are combined together than when they are used in isolation. Their functions are improved when integration incorporates more than the essential communication tools. There are other kinds of integration like vertical and horizontal integration. Horizontal Integration can happen across business functions as well as the marketing mix. For example, communications production, distribution, and finance should operate simultaneously when the telecom service providers seek to channel messages to their consumers. Different divisions like direct mail, sales, and advertising can operate concurrently via data integration. This calls for a marketing information structure which gathers and shares the pertinent information across different corporate divisions. Vertical Integration basically denotes that communications and marketing purposes have to be formed in such a way that they support the higher level commercial goals and objectives. Internal Integration, on the other hand, calls for all the staff to be kept informed and inspired about new advancements. In a telecom service provider, these could mean new corporate identities, new advertisements, new strategic partners or even new service standards.... Internal Integration, on the other hand, calls for all the staff to be kept informed and inspired about new advancements. In a telecom service provider, these could mean new corporate identities, new advertisements, new strategic partners or even new service standards (Schultz and Schultz, 2003). External integration calls for external allies like PR agencies and advertising to work collaboratively in order to avail an integrated and cohesive message. The main principles of integrated marketing communications comprise: Consistency: A major topic in integrated marketing is consistency. It basically speaks to delivering an identical message about a brand or service across all elements of the media. This is a function that can assist a telecom service provider to create a brand identity that is both effective as well as impressive. For example, a corporation with a high-quality brand has to ensure that its message to different media outlets maintain the same timbre of message that conve ys the promise of superb quality (Pelsmacker, Geuens and Bergh, 2004). If the business invests in an effective TV advertisement but cuts costs in its advertisements in print media, the clients will get a mixed message about the service. Distribution Considerations: Integrated marketing is also about the supply-chain outcomes of a service provider. This basically entails working with contractors that have good reputations that will raise the profile of the telecom service provider. It also means utilising information gathered during marketing to enhance services that meet customer expectations while also improving the general experience of the consumer. Interactive: Interactive marketing encourages and supports a two-way communication process with consumers. This