Malyshkina, O.

English

Nesterova, O.

Scientific hub Dnipro University of Technology

Malyshkina O.O. Nesterova, research supervisorNational Mining UniversityMANAGING INTEGRATED MARKETING COMMUNICATIONSIntegrated  Marketing  Communication  (IMC)  is  an  approach  to  brandcommunications  where  the  different  modes  work together  to  create  a  seamlessexperience for the customer and are presented with a similar tone and style thatreinforces the brands core message. Its goal is to make all aspects of marketingcommunication  such  as  advertising,  sales  promotion,  public  relations,  directmarketing,  personal  selling,  online  communications  and  social  media  worktogether as a unified force, rather than permitting each to work in isolation, whichmaximizes their cost effectiveness.Companies need to develop strategies to improve brand image and brandawareness. The important aspect of spreading brand awareness and brand image isthrough communication. Companies need to establish a communication channel towin the new customers and retain existing customer. This communication is notrestricted  just  to  customer  but  also  stakeholders  in  the  value  network.Communication  is  achieved  through  advertisement,  sales  promotion,  publicrelation exercise, direct marketing and interactive marketing.The  goal  of  selecting  the  elements  of  proposed  integrated  marketingcommunications  is  to  create  a  campaign  that  is  effective  and consistent  acrossmedia  platforms.  Some  marketers  may  want  only  ads  with  greatest  breadth  ofappeal:  the  executions  that,  when  combined,  provide  the  greatest  number  ofattention-getting, branded, and motivational moments. Others may only want adswith the greatest depth of appeal: the ads with the greatest number of attention-getting, branded, and motivational points within each.Although  integrated  marketing  communications  is  more  than  just  anadvertising campaign, the bulk of marketing dollars is spent on the creation anddistribution of advertisements. Hence, the bulk of the research budget is also spenton these  elements  of  the  campaign.  Once the key  marketing  pieces  have  beentested,  the  researched  elements  can  then  be  applied  to  other  contact  points:letterhead, packaging, logistics, customer service training, and more, to completethe IMC cycle.Communication process should not be one way traffic. Companies shouldlook forward to developing communication network in which companies can reachcustomer  but  customer  also  can  effectively  communicate  with  companies.Technology has opened up many avenues to carry out effective communication.Companies  have  traditional  tools  like  newspaper,  television,  radio,  telephone,billboards  and  modern  tools  like  the  internet,  emails  and  wireless  devices.Technology has made the communication process not only faster but also reducedover all communication cost.There are nine elements, which make the communication process. The twoparties are sender-company and receiver-customer. The communication tools aremessage  and  media  used  to  communicate  the  process.  The  four  majorcommunication functions are encoding, decoding, response and feedback. The lastelement  is  the  noise  which is  anytime  of  interference  disrupting  clarity  of  themessage.Senders must encode the message as per the target audience and use the rightmedia.  The  receiver  decodes  the  message,  responds  to  the  message  and  sendsfeedback to the company. Experience senders are able to garner a more effectiveresponse from the right message. Companies have to put effort in developing aneffective  communication  program.  The  development  of  the  communicationprogram can be charted into eight steps.The first step is identifying the target audience. The second step is to setspecific  objectives for  the given communication message.  The third step is thedesign of the message. The designing of the message follows the objective of themessage. The fourth step is the selection of the communication channel. The fifthstep is related with the financial estimates of the whole expenditure. The sixth stepis  the  decision  relate  to  the  communication  mix.  The  seventh  step  measuringresults of the communication process. The eight step is managing the integratedmarketing process. Marketing communication cannot be considered in isolation. It is an integralpart of any companies overall growth process.

MANAGING INTEGRATED MARKETING COMMUNICATIONS

http://ir.nmu.org.ua//bitstream/123456789/1768/1/Malyshkina%20O.%20O.%20Nesterova%2c%20research%20supervisor.pdf

MANAGING INTEGRATED MARKETING COMMUNICATIONS

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