Download Contemporary Advertising [with Integrated Marketing Communications] by Arndt - IssuuThe implementation of lntegrated Marketing Communication IMC has received relatively little scrutiny. Nor is there much empirical evidence demonstrating the effects of IMC on performance. This paper descnbes a study of leading Australian public companies and offers evidence on the relationship between IMC orientation, politics, conflicts of interest and performance. Unable to display preview. Download preview PDF.
Integrated Marketing Communications: Conflicts of Interest, Politics and Performance
It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer. Advertising and promotion: An integrated Marketing communications perspective 6th ed. Integrated Marketing Communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact. IMC is an approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other. As defined by the American Association of Advertising Agencies, integrated marketing communications … recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact. A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.
As an experienced consumer in the English-speaking world, you have almost certainly been the target of IMC a ctivities. Defining marketing communication is tricky because, in a real sense, everything an organization does has communication potential. The price placed on a product communicates something very specific about the product. Marketing communication refers to activities deliberately focused on promoting an offering among target audiences. The following definition helps to clarify this term:. Marketing communication includes all the messages, media, and activities used by an organization to communicate with the market and help persuade target audiences to accept its messages and take action accordingly. Integrated marketing communication is the the process of coordinating all this activity across different communication methods.
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