Integrated Marketing Communications

Integrated Marketing
Communications
1

Table of Contents
1) Marketing communications strategic overview..........................................................................3
2) IMC & Media Research............................................................................................................10
3) Research Findings.....................................................................................................................11
References......................................................................................................................................12
Appendix........................................................................................................................................13
2

1) Marketing communications strategic overview
About Marketing
Marketing is an important business activity which is undertaken by a company to promote the
selling or buying of goods and services. It includes the advertising, selling and distribution of
products or services to other businesses and also to consumers. In other words, it is a process of
maintaining relationships with customers while satisfying their needs and demands (Baker,
2016). Bringing a product to market is the main process of marketing which involves the
following steps:
 Broad research of market
 Market targeting and segmentation of it
 Determining distribution
 Strategies of price and promotion
 Communication strategy
 Budgeting
Many areas of marketing process involve brand management, product art, and design,
copywriting, advertising, etc.
Marketing communications
Marketing communications are important techniques that use by the company or business
individual to deliver promotional messages to the customers about their products or services.
Marketing communication experts formulate various different types of persuasive
communication techniques and send it to the target customers with the help of advertising
(Hastings and Stead, 2017).
Marketing communications importance
3

The main purpose of communication in marketing is to enhance the sales volume with the help
of positive and persuasive messages. It offers new facts about products or services through
encouraging messages.
Figure: Importance of Marketing Communication
By Author, 2019
Following are the objectives of marketing communication which helps Algonquin College
to achieve their objectives in an efficient manner:
The main objectives of marketing communication are to establish long-term goals for the
company and also establish a relationship with the customers. Marketing communication main
objective is to enhance the sales of products or services and also helps the company to achieve its
targets in an effective and efficient manner (Jackson & Ahuja, 2016).
 It increases awareness in between the customers
 To influence purchase intent
 To drive brand switching
 To change or shaping attitudes
4
Importance of
Marketing
Communication
Credibility
Reinforce
ment
Persusaion
Informatio
n