Impact of Integrated Marketing Communication (IMC) on Brand Awareness

Running head: IMC AND BRAND AWARENESS
Impact of Integrated Marketing Communication (IMC) on Brand Awareness
[Literature Review]
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IMC AND BRAND AWARENESS1
Abstract
Integrated marketing communications (IMC) does have its impact on brand awareness. The
research has shown that there is evident linkage between IMC and brand awareness. Consumers
recall those brands more that invest in IMC. However, the messages relayed to the target market
need to be consistent over different channels being used. The level of consistency may vary
across the different stages in a ‘Product Life Cycle’. Messages need to be moderately consistent
in the growth stage of the product. As per the findings of the research, IMC can be beneficial in
the creation and maintenance of brand awareness if uniformity is maintained between the
different channels.

IMC AND BRAND AWARENESS2
This study conducts a literature review of the chosen topic. It does so by dividing the
topic into sub-segments or variables. Hence, the section will discuss these variables named
Independent Variable, Dependent Variable and Extraneous Variable to understand the impact of
‘Integrated Marketing Communication’ on brand awareness.
The research of Finne and Grönroos (2017) identify integrated marketing
communication (IMC) as a strategic marketing approach to deliver a clear message regardless of
the communication channels. In the light of this article, IMC is not any new practice but has its
roots in the traditional marketing practices. Popular social sites such as Facebook, Twitter,
Instagram, etc. have been in existence for many years. Global companies had been utilizing these
channels for many years for the marketing purpose. On the other hand, the use of IMC by
modern companies relays the similar message as of traditional marketing. It is about utilising
diverse channels of marketing for the promotional purpose. If that is true, then why IMC is so
much into talks these days. Serious thinkers would question the authenticity of the fact whether
both traditional marketing and IMC are the same. The definition of IMC as given by Porcu, Del
Barrio-Garcia, and Kitchen (2017) answers to this question. The authors say that IMC tries to
form integration between diverse channels of marketing and develop a network of collaborated
marketing platforms to relay a clear message. As per this article, IMC is distinctively different
from traditional marketing for its approach to marketing as well as marketing goals that it pursue.
Integrated marketing communication as according to Desai and Shah (2019) can be
implemented in various ways such as by using implementation action guidelines, adhering to
relevant theories and models, and identifying the appropriate framework of implementation. This
literature review discusses a conceptual framework for implementation of IMC, which will be
shown later on in the form of a diagram. The conceptual framework considers ‘Implementation

IMC AND BRAND AWARENESS3
of IMC’ as the independent variable and ‘Brand Awareness’ as the dependent variable. The
conceptual framework also considers extraneous variable as affecting the relationship between
the dependent and independent variables.
IMC business process is one of the elements of the independent variable of the chosen
conceptual framework for this literature review. IMC business process can be discussed and
managed at the corporate as well as operational level. According to Ots and Nyilasy (2017), IMC
business process at the corporate level can present IMC in various forms. It highlights the
holistic view of business. It also defines the scope of the business its short term and long term
goals and objectives. It helps to create a culture of marketing which promotes and facilitates a
strong customer orientation. IMC at the corporate level manages the integrated systems and the
organisational structures. IMC does safeguard corporate identity reputation as well as image.
IMC at the operational level can be used to deliver effective customer management.
Henninger, Alevizou and Oates (2017) say that organisational structure can be utilised
effectively with IMC in place to improve service standard. Operational responsibilities will be to
design, develop, implement and manage IMC programs. IMC can be used to establish
communication with different communication agencies as well as the suppliers.
Resource allocation as the research of Camilleri (2018) identify is essential to implement
and manage IMC programs. Financial resources for example affect the IMC programs. The
research says that the investment decision and the program time frame will be affected from the
financial capacity of organizations. Companies having good cash flow and potential investors
can sustain IMC programs for more days compared to those which do not. The research also
identifies human resources as essential elements of IMC activities. The skill needs of the activity
can be accessed by contacting IMC agencies.