Sample Essay

Integrated marketing communications is considered as a vital strategy for managing brands. It’s applicable for every type of business and it can be implemented into online business too. The ultimate goal of the integrated marketing plan is to manage the resources of the organization in a proper way and to develop promotional plans that are related to advertising of the product and the organization and other promotional plans (Adamson and Sorrell 2007).

The core objective of the organization is to develop an integrated plan which incorporates all the aspects of promotion and these aspects are communication, advertising, direct selling, selling online and etc (Elliot and Percy 2007). One of the core objectives of the plan is that communications processes are effectively linked together and all the promotional tools are integrated together so that they work in harmony. The messages of the IMC are spread at several communication channels. That is the reason why IMC can boost the sales of an organization. Customers in the first stage are attracted then they are aroused and finally they end up buying the product or service because the communication patterns and promotional messages are effectively tied together and this coherence of promotional messages benefits the company and the customers are retained on a long term basis (Belch and Belch 2006). However, Philip J. Kitchen believed that IMC is actually a form of persuasive communication processes that are targeted towards the audience (Kitchen 2004).  In the similar manner it can easily be said that there are different benefits of integrated marketing communications like it helps the organizations in the buying process.

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