Integrated Marketing And The Many Factors
...communications so that they work together in harmony to the greatest effect with greatest efficiency" (Pickton and Broderick, 2001: 47)
Linton and Morley "list ten potential benefits of integrated marketing communications" (Linton and Morley 1995: 124)
Creative Integrity
Consistent Messages
Unbiased Marketing Recommendations
Better Use of Media
Greater Marketing Precision
Operational Efficiency
Cost Savings
High-calibre consistent service
Easier working relations
Greater agency accountability
In brief the value of IMC is that it will help an organization
Assess the market and set their objectives
Hone communication messages and target key stakeholders
Leverage resources
Build internal databases and marketing resources
Tie together the tone and style of all corporate communications, collateral and advertising
It is without question the main reason for using any combination of the core marketing activities is to help mainstream communications with customers. However even though the five core activities reach a common goal each has its own approach and solution to facilitating information. For instance:
Public Relations "consists of activities that influence public opinion and create goodwill for the organization" (Marketing Seminar MKT5540: 2003). Simply put this usually involves any type of public message such as
Sponsorship activities
Conferences and events
Media/trade briefings
Getting stories in newspapers/ magazines and on T.V, radio etc.
Direct Marketing "Is any activity which creates and exploits "direct relationships" between an organization and its customers." (Marketing Seminar...
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