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  • Subject area(s): Marketing
  • Price: Free download
  • Published on: 14th September 2019
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  • Number of pages: 2

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Introduction

The overview of the study highlighted the impact of integrated marketing communication in business, with the application of various marketing tools in the process. There are several classifications of the integrated marketing communication in modern aspects of the firm. Marketing communication has historically measured on a medium-by-medium basis. The modern concept of electronic marketing and communication system consists of the different perspective of integrated communication system.

In response to IMC, this particular article identifies five major areas and challenges, which the integrated marketing communication measurement worthy of future research. There are several concepts of marketing tools applicable concerning this context and highlights the role towards developing a proper integrated marketing communication in the business process. The study analysed as well as focused on all the major areas, which combines the communication tools and media in the process of developing a proper integrated marketing communication in the modern aspects of the business. The study supported by real facts and findings based on different kinds of integrating marketing communication tools based on facts and results.

Critical Analysis of the Study

Integrated marketing communications are the highlighted topic in the study. There are many organisations irrespective of the nature of the business, shifting towards the concept of integrated marketing (Ang, 2013). The essence of this particular idea is to unite and integrate all the marketing plans and activities with the view of achieving major results. This ensures a stronger development of different kinds of marketing programs and activities. Integrated market communication (IMC) defined as the application of marketing communication towards achieving the common marketing goals and objectives (Burrow and Bosiljevac, 2012). However, the most important part highlighted in the overview of the assignment is the use of IMC synergies in the commercialisation process, which help to achieve a greater effect that is not possible through separate communications.  It leads to better marketing results at a very lower and affordable cost (Cateora, Gilly and Graham, 2013). The modern concept of electronic marketing and communication system consists of the different perspective of integrated communication system. Coordinating the promotional mix with the view towards developing a controlled integrated program of effective marketing communication allows the managers of the organisation to concentrate on the proper implication of integrated marketing communication process.

The classification of this particular concept classified into parts, with includes traditional integrated marketing communication and modern marketing communication. Advertisement, Public Relation, Direct Marketing and Sales Promotion are the four factors, which integrates a proper marketing communication in the overall business process (Dietrich and Livingston, 2013). In today's world, the concept of the internet provided one of the breakthroughs in the business process. However, when the concept communication takes place the notion of telecommunication and internet are the two highlighted points (Ferrell, Pride and Hult, 2013). Apart from the traditional integrated marketing communication, the idea of the web would be the modern integrated marketing communication as it combines the four traditional integrated marketing communications and greatly enhances its opportunities. The entire concept of integrated marketing reinforces the notion of E commerce (Martin and Schouten, 2012).

The Internet, i.e. a strategically important decision is one of the major concepts in the integrated marketing communication process. The study highlights the integrated marketing communications when the combination of communication tools and media is bigger than the sum of their parts (Mulwa, 2015). This particular statement concludes that the effects of undertaking certain marketing activities are much difficult to predict and justify. Marketing and advertisement expenditures are steadily growing, while manufacturing and management cost reduced. Among marketing activities, advertising is one of the most substantial marketing budget components (Persuit, 2016). The statement focuses on the application of different kinds of marketing tools in integrated marketing communications based on synergy. Cost is one of the major factors towards the implementation process of synergy marketing communication. However, this particular concept is inversely related to each other. The implementation process of this particular idea is expensive, however; the application process is very much cost effective (Rogala and Białowąs, 2016). For example, majorities of the multinational organisations irrespective of nature as well as the purpose of the business implemented the modern concept of integrated marketing communications in the business proceedings (Schultz, Patti and Kitchen, 2013).

The Internet is one of the most useful tools used for synergy integrated marketing communication, as it does not have any particular geographical boundary. In the process towards implementing marketing process on the internet, it sometimes becomes difficult to choose the right tools for the true abundance. For example, Amazon the largest online marketing platform brought a major revolution in the process of adopting integrated communication with its customers (Schultz, Patti and Kitchen, 2013). It shows as well as clarifies that one must choose the perfect tool based on traditional classifications, which includes advertisement, public relations, direct marketing, and sales promotion based on the purpose (Thorson and Duffy, 2012). However, the internet features such as different kinds of necessary measures become very much difficult to classify the use.

There are several arguments made for and against E commerce. Starting an E commerce business can be fast and based on certain situations it is very much easy and even not much expensive (Ang, 2013). However, in recent time there some failures made in prospect of different kinds of e-commerce module where creating a successful online business become more challenging than some entrepreneur imagines (Burrow and Bosiljevac, 2012). Nevertheless, integrated marketing communication is one of the most significant parts of the overall business procedure. Although each integrated, marketing tool is one of the individual contributors of E-commerce (Cateora, Gilly and Graham, 2013). Some of the important points, which are analysed for the arguments of applying integrated marketing tools results in the following prospects.  There are different arguments of built-in marketing tools about its implementation cost. Some agreed that there is no such real cost involved in the overall contribution process (Dietrich and Livingston, 2013). On the other hand, some argued that the implementation costs of such initiatives are much expensive. It is possible to open an online store by maintaining a minimum value. Unlike new business, a fledgling online store may require several infusions of capital and a significant amount of labor. In this case, the application and the implementation of the E commerce module are expensive after that the overall process of applying different kinds of integrated marketing tools in E commerce is less expensive (Ferrell, Pride and Hult, 2013).

The cash flow ratio as compared with the regular business module is much less in this context of business. At the most, basic level cash flow is the movement of different kinds of cash and cash equivalence in the firm. New companies get into trouble when they do not have enough money to keep operating. With the view of developing a proper cash flow statement, not everything is due at once (Mulwa, 2015). However, poor inventory management on the business module is one of the most challenging arguments in the overall business prospects. Depending on the firm model, inventory management can be one of the most significant problems new e-commerce operations will face. Too much competition over the years is one of the high points of arguments (Martin and Schouten, 2012). The internet is a land of opportunities for every business. However, no online startup can survive in the face of such of significant and established competition. Due to its impact on customers purchasing decisions, majorities of the organisations try to implement a proper online business module in the business proceedings (Mulwa, 2015).

One of the most significant examples, it could be very much difficult for a new commerce store to try and sell Microsoft Xbox, which is very easily available from hundreds of online retailers, including Walmart, Amazon, Best Buy, and much more. Integrated marketing communication is accepted widely as a multi stakeholder's strategic business process for brand communications. However, less is known about its failure the failures of its practical implications (Martin and Schouten, 2012). During the last two decades, the definition of the integrated marketing communication evolved from tactical harmonisation to strategic business integration process. The overall analysis explained that the notion of integrated business communication maintains a set of tools and gears, which are driven and strategically managed (Mulwa, 2015).

However, the approach differs regarding some strategic steps involved in broad agreement about the integrated marketing communication. Some of the most outstanding integrated marketing communication tools include different kinds of marketing tools, which mainly concentrates on advertising, online marketing, public relation activities, direct marketing, sales campaigns to promote brands so that similar message reaches a wider audience (Persuit, 2016). With the effect of the internet in the business module, it allows the business organisation to concentrates more on an actual communication procedure between the buyers and the sellers. The statement focuses on the application of different kinds of marketing tools in integrated marketing communications based on synergy. Cost is one of the major factors towards the implementation process of synergy marketing communication.  It acts as a direct sales tool to obtain customer database information, communicate and interact with the customers, provide the customer with a better service and support to maintain a proper customer relationship. For example, integrated marketing communication provides an extra value as well as incentives to the sellers as well as with the distributors to stimulate different concepts of sales as well as promotions (Rogala and Białowąs, 2016). The management function evaluates different kinds of public attitudes, which identifies the plans and polices of an individual or an organisation with the public interest to earn public understanding and acceptance (Schultz, Patti and Kitchen, 2013). Coordination of promotional mix elements developed in the process of an integrated program of active integrated market communication. The business expands in a dynamic environment.

Coordinating the promotional mix with the view towards developing a controlled integrated program of effective marketing communication allows the managers of the organisation to concentrate on the proper implication of integrated marketing communication process. However, the notion of the integrated marketing plans as well as strategies includes the selection of appropriate marketing mix elements, which describes the importance of integrated marketing communication in the overall plans and procedures. With the help of developing a proper integrated marketing communication mix, different organisations try to bridge the gap between the stakeholders by applying an appropriate mode of marketing communications (Schultz, Patti and Kitchen, 2013). The notion of the marketing communication takes high advertisement budgets and different natures of the customers, which led to the evolution of the marketing communication with the form of integrating integrated marketing communication (Thorson and Duffy, 2012). However, it takes into cognisance image as well as brand management with the view of delivering a consistence message about the aims and objectives of the organisation is defined manner.

The purpose of the current essay was to offer a bright idea as well as an explanation for why integrated marketing communication process in the market is significant in the recent time (Ang, 2013). In this investigation, many organisational, as well as management science themes, emerged based on the requirements of the market. However, one of the major drawback highlighted in the context of the study are barriers in the process of an implication of a proper IMC (Burrow and Bosiljevac, 2012).

Conclusion

The concluding part of the study analysed all the major factors of the topic. The overall framework identifies all the significant points, which supported the objectives of the analysis in a specified manner.  Integrated marketing communication is an old concept of marketing. However, the application of internet towards developing a proper integrating marketing communication in the business is a new concept. Coordination of promotional mix elements developed in the process of an integrated program of active integrated market communication. There are four major factors highlighted in the process of formulating a properly integrated marketing, which includes Advertisement, Public Relation, Direct Marketing and Sales Promotion. With the application of internet along with these four factors of marketing, boost the communication process of the company with the buyers.

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