Integrated Marketing Communications: Benefits and Pitfalls

Introduction

The notion of integrated marketing communications (IMC) is not brisk although it has become popular in recent times (Pickton D., and Broderick A. 2005). sequence the marketing concept, more often than not, has always focused on consumer needs, the practice of IMC has truly provided the first major effort to actually put the customer in the centre of firms marketing activities ; and however (some marketing authors would agree) to a large extent, has defined successful businesses. That macrocosm the case, the need for Integrated Marketing Communication is not exactly needed, but critical to marketing success (Wirth, R. 2005). No doubt, it is viewed as a response tool to communication challenges facing todays organizations. more than encompassing than advertising, IMC weaves together a broad array of traditionalistic and innovative communication tools and techniques in highly coordinated customer-focused programs . provided then, with all the accolade given to IMC, organisations world wide deplete not had it easy to embrace (Pettegrew 2000); an issue also look in this report.

Definition

The dawn of the 21st century has seen the definition of IMC changed (Schultz and Kitchen 2000) .



Previously, IMC was theme as a concept of marketing communication supplying that recognizes the added value of a comprehensive plan that evaluates the strategic social occasion of a number of communication disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency and maximum communication impact. Today, IMC is considered as a strategic business process used to plan, develop, coif and evaluate coordinated measurable, persuasive brand communication programs all over time with consumers, prospects, and other targeted, relevant external and internal audiences (Schultz and Kitchen 2000).

The centering process associated with the strategic development and dialogue of consistent, coordinated messages, would sample to reinforce core brand propositions...

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