Essential elements of an integrated marketing communication process

The American Marketing Association (AMA), which represents marketing professionals, defines marketing as “The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create satisfying exchanges.” individual and organizational objectives.

Effective marketing requires managers to recognize the interdependence of activities such as sales and promotion and how they can be combined to develop a marketing program. In marketing, exchange is a central concept. For the exchange to occur, there must be two or more parties with something of value to each other, the desire and ability to give that something up to the other party, and a way to communicate with each other.

Marketing facilitates the process of exchange and relationship development by carefully examining customers’ needs and wants, developing a product or service that satisfies these needs, offering it at a certain price, making it available through one location or distribution channel in individual, and develop a promotional or communication program to create awareness and interest. The focus of market-driven companies is on developing and maintaining relationships with their customers. This has led to a new emphasis on relationship marketing, which involves creating, maintaining, and enhancing long-term relationships with individual customers and other stakeholders for mutual benefit.

The marketer’s task is to brand marketing activities and fully integrated marketing activities and assemble fully integrated marketing programs to create, communicate, and deliver value to customers.

Advertising and promotion play an important role in the exchange process by informing consumers about an organization’s product or service and convincing them of its ability to satisfy their needs or wants. The American Association of Advertising Agencies developed the definition of Integrated Marketing Communication as “A marketing communications planning concept that recognizes the added value of a comprehensive plan that assesses the strategic role of a variety of communication disciplines: advertising, response direct, sales promotion and public”. relationships – and combines these disciplines to provide clarity, consistency, and maximum impact in communications.” Integrated Marketing Communication involves coordinating the various promotional elements. The six major promotional tools are advertising, sales promotion, personal selling, direct marketing, advertising/public relations, and Internet marketing.

The Integrated Marketing Communication approach helps companies to identify the most appropriate and effective methods to communicate and establish relationships with their customers, as well as with other interested parties, such as employees, suppliers, investors, interest groups and the general public. . Companies send messages to customers and other interested parties through all aspects of their marketing mixes, not just promotion. Consumers make inferences about a product based on things like its design, appearance, performance, price, service support, and where and how it is distributed. For example, a high price can symbolize quality for customers, such as the shape or design of a product, its packaging, its brand, or the image of the stores in which it is sold.

The integrated marketing communication approach to marketing communications strategy and planning is being adopted by companies large and small alike and has become popular among companies that market consumer products and services, as well as marketers of company to company By coordinating their marketing communication efforts, companies can avoid duplication, take advantage of synergy among promotional tools, and develop more efficient and effective marketing communication programs.

Moving to Integrated Marketing Communication also reflects an adaptation of marketers to a changing environment, particularly with respect to consumers, technology, and media. Major changes have occurred among consumers with regard to demographics, lifestyles, media use, and buying and buying patterns. Media strategy involves determining which communication channels will be used to deliver the advertising message to the target audience. The two most important aspects of the advertising program are message development and media strategy. The development of the message, called creative strategy, involves determining the basic appeal and the message that the advertiser wants to convey to the target audience. Once the message and media strategies have been determined, steps must be taken to implement them. Most large companies contract with advertising agencies to plan and produce their messages and to evaluate and buy the media that will carry their ads. Marketing communication can tell or show consumers how and why a product is used, by what type of person, where, and when. They can learn about who makes the product and what the company and brand stand for; and they can get an incentive or reward for trying or using. Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things.