Integrated Marketing Communications

Running Head: INTEGRATED MARKETING COMMUNICATIONS 1
Integrated Marketing Communications
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INTEGRATED MARKETING COMMUNICATIONS
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Contents
Executive Summary.....................................................................................................................3
Introduction..................................................................................................................................4
Consistency that is creative..........................................................................................................5
Saving Costs.................................................................................................................................6
Preference of the customer...........................................................................................................6
Inside-out approach......................................................................................................................7
Outside-in approach.....................................................................................................................7
IMC mix Element.........................................................................................................................8
IMC Tools....................................................................................................................................8
Direct Marketing..........................................................................................................................8
Social Media and Interactive marketing......................................................................................9
Recommendation/ conclusion......................................................................................................9
References..................................................................................................................................11

INTEGRATED MARKETING COMMUNICATIONS
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Executive Summary
Integrated Marketing Communication is a strategy by which a company uses to
communicate to the specific targeted market indirectly or directly. To achieve communication
the strategy used must be really persuasive and also instrumental in order to capture the targeted
consumer's mind in order to make purchases. Coming up with the Marketing Communication
strategy is not enough. Following it through to see that its application is successful deserves a
commitment to follow it up (Belch, et al, 2014). A company should know the importance of the
Integrated Marketing Communication so that it can survive in the market. The process of
Communication has some models and theories that thrive to see it happen within the organization
with an intention of the targeted group of consumers. According to Belch, a company without a
proper communication channel is likely to be a failure in the market which means that its
intention in the market is not an accomplishment.
In this paper, Coca-Cola which is an international Company will be addressed to see the
approach it takes to achieve Integrated Marketing Communication. With trusted sources from
well, known business minded scholars, a critical evaluation of various elements of a
contemporary communication mix will be comprehensively be discussed as well as look at the
various tools of communication used by the company (Schultz, 1992). Coca Cola though has
taken some steps in order to achieve a success there still exists some room for huge
improvement. With broad research leading to critical arguments in the paper, well-formed
recommendations will be laid out which will be used to improve the Integrated Marketing
Communication process in the Company with expectations of improving the Company as a
whole.

INTEGRATED MARKETING COMMUNICATIONS
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INTEGRATED MARKETING COMMUNICATIONS
Introduction
Integrated Marketing methods can be defined as the strategy which organizations
coordinate their efforts in communication as well as branding their products. According to Belch
for communication to work, it has to rely on a variety of disciplines. He outlined the following
the disciplines as follows: Direct response, general advertising, Public relations and sales
promotion. After the disciplines are bent and combined consistency, clarity and impacts of
maximum communication are provided or become the effective outcome (Van Riel & Fombrun,
2007).
According to the ancient approach to communications relating to marketing, businesses
arrange detached campaigns for relations of the press, advertisements, sales promotions and
direct marketing. The integrated campaigns use the same tools of communication by which they
reinforce each other and improve the effectiveness of marketing. Rising of awareness of a
product can which the goal is to generate sales at the end of the day can be done by an
advertisement which happens to be a discipline of integrated communication. Through press
releases and article featuring the same information is communicated reinforcing the purpose and
message intended in the advertisement. Emails or direct emails can be used to follow up inquiries
from the advertisement or the campaigns used in the press providing the prospects with more
information (Lane Keller, 2001). Telemarketing is used to turn the prospects into customers
where by sales are made directly or sales team appointments are made. The effective ways are
helpful and have advantages that come with the disciplines. The merits, in turn, help the