S9.P1 - TOPIC 10 Marketing Communication
10 Marketing Communication
LEARNING OUTCOMES
By the end of this topic, you should be able to: 1. Define the concept of integrated marketing communications (IMC) and discuss its benefits and challenges; 2. Identify marketing communication tools and how each one contributes to IMC; 3. Discuss how to develop a campaign for IMC; and 4. Analyse how to evaluate an IMC programme. INTRODUCTION Integrated marketing communication is a way of looking at the whole marketing process from the viewpoint of the customer. Kotler and Keller (2009)
The information revolution has led to consumers being exposed to many types of communications, and has impacted the way marketers communicate with the consumers. The audiences that marketers seek, as well as the media and strategies for reaching them, have become increasingly fragmented. Advertising and promotional efforts have become more targeted to specific audiences. Marketers expect their promotional dollars to generate immediate sales and are demanding more accountability from their agencies.
Many companies are coordinating all their communications efforts so that they can send cohesive messages to their customers. With the extent of Internet communication and the rapid growth of the online audience, many companies are building brands with more use of digital and online media. Many advertising agencies have involved themselves with sales promotion, direct-marketing, public relations companies and interactive agencies to better serve their clients marketing communications needs. The objectives of this topic is to appreciate the meaning of Integrated Marketing Communications (IMC) and its vital tools which an efficient marketer can use in order to strategically position his or her products very well in the ever dynamic and competitive market. This topic will also give a comprehensive analysis of the steps involved in developing an effective IMC programme.
ACTIVITY 10.1 Explain the following job description assigned by a company for the post of Integrated Marketing Manager: Integrated Marketing Managers are responsible for helping develop, implement and measure strategic integrated marketing campaigns. They research industry trends, social media or engagement tools and use them within targeted IMC campaigns. They utilise public relations, advertising, brand management and design together to form a cohesive marketing communications campaign.
10.1 CONCEPTUAL DEFINITION
Based on the examination of current literature on IMC, one of the most updated definitions for integrated marketing communication which is believed to embrace the essence and inherent distinctive elements of the IMC concept is by Kliatchko (2005): „IMC is the concept and process of strategically managing audience-focused, channel-centred and results-driven brand communication programmes over time‰. There are four basic elements in this definition: (a) IMC is both a concept and a process; (b) IMC requires the knowledge and skills of strategic thinking and business management;
(c) IMC is based on three essential elements or pillars audience-focused, channel-centred and results-driven; and (d) IMC involves an expanded view of brand communications. The first formal definition of IMC was developed at Northwestern University in 1989 and was used in a survey of major advertisers and advertising agencies in the US, jointly sponsored by the American Association of Advertising Agencies (4As), and the Association of National Advertisers. A review of the literature indicates that this definition has been the most widely used and the most often cited by academics and practitioners. This definition states that IMC is: „A concept of marketing communications planning that recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines general advertising, direct response, sales promotion, and public relations and combines these disciplines to provide clarity, consistency, and maximum communication impact‰. This definition stresses the need for a marketing communications with a unified and synergistic plan that uses multiple tools of marketing communications. This is different from traditional advertising, as IMC: (a) Capitalises on the strengths of each element in order to achieve maximum communication impact; (b) Highlights the importance of having one communication strategy or plan as the unifying element and the integrative factor of the various tools or disciplines employed; and (c) Stresses the importance of achieving greater synergy that would otherwise be absent if the tools were to be used independently without supporting and reinforcing one another; According to Kitchen, Brignell, Tao and Jones (2004) IMC must show five significant features. These features are: (a) The main objective of IMC is to affect behaviour through direct communication; (b) The process starts with the customer or prospect and then works backwards to the brand communicator;
(c) IMC should use all forms of communications and all sources of brand or company contacts as prospects message delivery channels; (d) The need for synergy is paramount with coordination helping to achieve a strong brand image; and (e) IMC requires that successful marketing communication needs to build a relationship between the brand and the customer. The integration in IMC covers all areas and elements as shown in Figure 10.1: Figure 10.1: Areas and elements of the Integration in IMC Now, let us discuss the areas and elements one by one. (a) Horizontal Integration This occurs across the marketing mix and across business functions ? for example ? production, finance, distribution and communications should work together and the people involved should be conscious that their decisions and actions send messages to customers. (b) Vertical Integration Marketing and communications objectives must support the higher level corporate objectives and corporate missions. Check out the Hall Of Fame later for more about missions.
(c) Internal Integration This requires internal marketing which means keeping all members of staff informed and motivated about any new developments such as new advertising campaigns, new corporate identities, new service standards, new strategic partners and so on. (d) External Integration This integration requires external partners such as advertising agencies, PR agencies, or event management companies to work closely together to deliver a single seamless solution which means a cohesive and integrated message.
10.2 IMC TOOLS
Next, the communication tools are examined briefly. It is commonly indicated that there are numerous different communication tools available to a marketer. The tools include the following: (a) Advertising; (b) Sales promotion; (c) Direct marketing; (d) Personal selling; (e) Public relations; (f) Sponsorship; (g) Exhibitions; (h) Packaging; (i) Point-of-sale and merchandising; (j) Word of mouth; (k) Corporate identity; and (l) Website.
The wide range of marketing communication tools as listed earlier as well as the range of messages and audiences make it imperative for companies to move towards the IMC approach in an effort to ensure clarity and credibility of messages, consistency and competitiveness. Some of the main tools are explained here: (a) Advertising The role of advertising in the communication mix is to inform, remind or persuade present or potential customers of the presence of a product. With simple messages, advertising can reach huge audiences although the cost may be high. It can also communicate with specific audiences. (b) Sales Promotion This tool is used through contests, premium offers, free goods and services, demonstrations, displays or incentives. It is used to accelerate short-term sales by building brand awareness and encouraging repeat buying. All these tactics are intended to achieve exposure for the promoted product. Some may offer the target audience an incentive to respond actively. The International Chamber of Commerce (ICC) defines sales promotion as: „Marketing devices and techniques which are used to make goods and services more attractive by providing some additional benefit, whether in cash or in kind, or the expectation of such a benefit‰. According to Kempf and Smith (1998) there are three main categories of sales promotion: (i) Customer promotions (premiums, gifts, prizes and competitions, for example, on the back of breakfast cereal boxes); (ii) Trade promotions (special terms, point-of-sale materials and free pens, diaries, competition prizes, etc.); and (iii) Sales force promotions (incentive and motivation schemes). Other promotional items include premium offers of all kinds, reduced prices and free offers, the distribution of trading stamps, vouchers and samples, charity-linked promotions and prize promotions of all types, including incentive programmes. (c) Direct Marketing This is the method of selling directly to the end buyer from the manufacturer with no middle man or intermediary involved. This tool utilises e-mail, mail order, catalogues, direct-mail shot, direct-response advertising, door-to-door selling, mail drop, telemarketing and fax messages. It encourages direct responses to radio and television, in order to reach targeted audiences to increase sales and test new products and alternate marketing tactics. Direct marketing techniques according to Olander and Sehlin (2000) can be used to move buyers through various stages of the buying process. This is to get buyers to visit an exhibition, call into a showroom for a test drive, establish contact, etc. Direct marketing should be used on a more strategic basis by integrating it with other marketing communication tools and in the longer term by developing a database. Direct marketing also includes computerised home shopping (link home computer with a store so that one can browse around the aisles, pick up merchandise, inspect it by turning it around on screen, etc.), home shopping networks, and miscellaneous items which include stuffers, inserts and leaflets for house-to-house distribution. (d) Personal Selling Personal selling is the sellerÊs oral face-to-face communication with one or more potential customers with the intention of closing a deal. It is also a promotion via a sales pitch by a sales representative to a potential customer or by a retail assistant to a customer. While selling itself embraces both personal and impersonal communication, personal selling focuses on face- to-face personal communication. One of the skills used in personal selling is salesmanship, an art of successfully persuading customers to buy products from which they can derive suitable benefits. Thus, personal selling is a communication tool while salesmanship is a skill largely used to implement the personal selling effort. Personal selling may include the following: (i) Face-to-face sales meetings; (ii) Telephone sales calls; (iii) Video conferencing; (iv) Trade shows; (v) Exhibitions; (vi) Conferences; (vii) Seminars; and (viii) Word of mouth.
The many types of personal selling jobs include sales people, sales representatives, account executives, agents etc. In the integrated marketing communication, personal selling involves communication between sales people and individual customers whether face to face or by other means. It enhances advertising in complex selling situations because it develops relationship marketing which is the process of creating, maintaining and enhancing strong relationships with customers.
ACTIVITY 10.2
Personal selling has several advantages and disadvantages. Explain the following points on advantages and disadvantages of personal selling. Advantages: (a) Direct access to customers on a planned basis. (b) Control over presentations and approaches. (c) Increase in the number of employees that, if the situation warrants, can be rotated into other assignments. (d) A degree of accountability of the funds that are spent on this activity. (e) Salespeople can report directly back on the success or failure of their efforts. Disadvantages: (a) A lengthy process to recruit and train individuals, and a possibility of loss of control of some aspects of the marketing mix. (b) If there is a need to lower the marketing effort, reducing the sales force is a painful process.
(e) Public Relations Public relations is the development of and maintenance of good relationship with different publics which include employees, investors, suppliers, customers, distributors, legislators, regulators, governments, pressure groups, the community, the media and even competition. This IMC tool is initiated through public appearances, press releases, event sponsorships, publicity events, speaking engagements, video and audio news releases, newsletters, blogs, social media, press kits and other forms of communication. The objective is to build trust and goodwill by presenting the product, company or person in a positive light. Positive publicity is dependent primarily on good media relations. (f) Sponsorship Sponsorship has been defined as the provision of resources by a sponsor directly to an individual or organisation (sponsee), to enable the latter to pursue some activities in return for benefits contemplated in terms of the sponsorÊs promotion strategy. The benefits of sponsorship which is often cited are awareness and image building of the brand, product, and company. Sponsorship increasingly provides organisations with the opportunity to reach their target audiences in a manner that facilitates engagement and encourages relationship development. Sponsorship is facilitated through event or activities such as community projects, social responsibility campaigns, sports events, music concerts or cultural programmes. The expectation is to get secondary exposure via attribution to the sponsor during media coverage. (g) Website The website is something of a mix between direct selling and advertising where it can engage in a dialogue as well is designed to generate awareness, explain and demonstrate the product and provide information. The integration of the website with other traditional marketing media is very important to the success of the website itself. The presence of the Internet addresses on printed materials projects a modern, up-to-date image for a company but the site must be continually promoted and updated.
Table 10.1 explains the main applications and specification of IMC tools.
Table 10.1: Main Applications and Specification of IMC Tools IMC Tools Applications Specification Advertising Non-personal Brand awareness One-way Brand image Paid Encourages a response Sales promotion Short term Facilitate the buying Encourages an immediate decision response Direct marketing Direct and two-way Enabling dialogue with Data based customer Using wide range of Product and services media customisation Personal selling Face-to-face Dominant tool for B2B and communication special products in B2C The most effective and Brand message expensive MC personalisation Public relations Create and control brand Formal channel of news communication with No media spending society specially in crisis The most credible MC management Reinforcement and modification of brand image Packaging Containing product Brand identity information reinforcement Free medium Delivering the last brand message Events and Create, sponsor or Active involvement of sponsorship participate in celebration, customers contests and trade fairs Brand public announcement and reinforcement Customer service Managing brand-customer Customer retention interactive relationship Customer satisfaction CompanyÊs attitude and behaviour toward customer Source: Ekhlassi, A., Maghsoodi, V., & Mehrmanesh, S. (2012). Determining the integrated marketing communication tools for different stages of customer relationship in digital era. International Journal of Information and Electronics Engineering, 2(5), 761765
10.3 1. Collect a weekÊs worth of direct mail that comes to your mailbox. Analyse how personalised it is. Prepare an oral presentation to your class that sets up a continuum of personalisation for your set of direct mail pieces. In other words, which one is the most personalised, which one is the least personalised, and where would you put the other pieces in between? 2. Take several issues of a magazine or newspaper and take all of the direct response advertisements and separate them into two categories: (a) First, one that represents good examples of direct response messages. (b) Second, one that you consider to be weaker. Write an analysis of each group of these ads, explaining how the good ones differ from the weaker ones. 3. Find the websites of three companies (get the addresses from product packages and in brand messages). Contact these companies with an inquiry or complaint using the response instructions on each of their websites and keep track of: (a) How long it takes each company to respond? (b) Rate each response on how personal it is (was response personalised or a stock message?). (c) Record to what extent your question was answered or your complaint addressed. (d) Record to what extent company made an effort find out more about you.
SELF-CHECK 10.1
Indicate whether the following statement is right or wrong concerning IMC. Statement Yes or No
Vertical integration requires a marketing information system to collect and share relevant data across different departments. IMC avoids duplications and takes advantage of synergy among promotional tools and develop more efficient and effective marketing communications. External integration requires the keeping of all staff informed and motivated about any new developments from new advertisements, to new corporate identities, new service standards, new strategic partners and so on. Internal integration requires external partners to work closely together to deliver a cohesive and integrated message. In IMC, personal selling plays the role of the interpersonal arm; it involves communication between sales people and individual customers. IMC highlights the importance of having many communication strategies or plan as the unifying element and the integrative factor of the various tools or disciplines employed. IMC stresses the importance of achieving greater synergy that would otherwise be absent if the tools were to be used independently without supporting and reinforcing one another.
10.3 ADVANTAGES AND CHALLENGES As the strategic coordination of marketing communication mix elements is to afford an organisation a clear, consistent, impactful and result-driven communications about its brand and corporate image in the eyes of its customers and other stakeholders, integrated marketing communication has its advantages and disadvantages. Some of the main points are indicated in the next subtopic. 10.3.1 Advantages The following are some advantages of integrated marketing communications or IMC: (a) The strategic integration of the various communication functions would avoid duplications and take advantage of synergy among promotional tools and develop more efficient and effective marketing communications. (b) By stretching messages across several communications tools, IMC creates more avenues for customers to become aware, aroused, and ultimately, to make a purchase. (c) IMC also makes messages more consistent and therefore more credible. This reduces risk in the mind of the buyer which, in turn, shortens the search process and helps to dictate the outcome of brand comparisons. (d) A unified message has more impact than a disjointed myriad of messages. In a busy world, a consistent, consolidated and clear message has a better chance to compete with a hundred commercial messages which bombard customers every day. (e) Carefully linked messages help buyers move comfortably through the stages of their buying process by giving timely reminders, updated information and special offers. (f) Consistent images and relevant, useful, messages help nurture long-term relationships with customers. Here, customer databases can identify precisely which customers need what information when throughout their whole buying life.
(g) IMC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say, advertising, exhibitions and sales literature. Agency fees are reduced by using a single agency for all communications. When there are several agencies, time is saved when meetings bring all the agencies together for briefings, creative sessions, tactical or strategic planning. 10.3.2 Challenges Despite its many benefits, integrated marketing communications, or IMC, has certain limitations and challenges. Several factors have been identified as challenges of the integration process, both of internal and external nature. The internal factors include the lack of management understanding of the benefits of IMC, the present organisational structure, the battle between departments for supremacy, the fear of budget and staff reduction and lack of expertise in IMC. Some of the challenges are explained briefly here: (a) Practitioners and academics have noted the difficulty of effectively implementing IMC. Defining exactly what IMC is has already been difficult. For example, merely coordinating messages so that all promotional efforts speak in unity and harmony do not fully capture the meaning of IMC. (b) Changing the organisation to accommodate the integrated approach challenges the control structure of organisations. Some structures isolate managers, communications and data from each other, for example, the separation of the corporate communication, marketing, sales and public relations departments. (c) IMC may restrict creativity to fit into the overall marketing communications strategy. The joy of creativity may be stifled and the creative challenge may be greater but may ultimately be more satisfying when operating within an integrated creative brief. (d) Different time horizons need to be addressed. Time horizon is estimated length of time for a campaign or plan to complete. For example, a longer term campaign to nurture the brand may conflict with a shorter term sales promotions campaign to boost quarterly sales. The two objectives must be accommodated within an overall IMC plan.
(e) The lack of expertise in the IMC discipline due to the tradition or practice in single discipline agencies. There appear to be very few people who have real experience of all the marketing communications disciplines. This lack of know-how is then compounded by a lack of commitment.
ACTIVITY 10.4 List of IMC Tools: (a) Advertising; (b) Personal Selling; (c) Internet advertising; (d) Brochures; (e) Direct mail; (f) Coupons (with special offers); (g) In-store displays; (h) Telemarketing (phone); (i) Local letterbox drops; and (j) Discounts or sales promotions. Questions: Using the list give, select the most appropriate IMC mix for: (a) A new hairdresser in a busy shopping mall. (b) A large firm introducing a new line of cereals. (c) A charity launching its national campaign. (d) A multinational 5-star hotel on the beach, starting to offer business conference services. (e) A budget airline company offering free tickets to families during school long holidays.
ACTIVITY 10.5 Answer the following questions after reading the text given which is adapted from Print Power, at http://www.printpower.eu. An effective marketing campaign works best when print is used with other media as one element of an integrated solution. Adding magazines to a mix of television and Internet increases brand favourability by 44 per cent and purchase intention by 15 per cent. The combination of online and newspapers also increases effectiveness, with brand engagement 26 per cent higher than using just print or online media. Print media can now offer quick and simple ways to access digital content using „bridging technologies‰ such as QR codes, Augmented Reality and near-field communication. These innovations form a bridge between print media and a brandÊs online space, inviting consumer reaction, feedback and purchase, all via a smartphone. Such innovations increase the effectiveness of print media, as well as enhances the consumer experience. Newspapers are still the number one medium for shaping public opinion. Their credibility, knowledge, values and information-gathering skills remain a formidable force on the high street, and with titles now separated into sections with more lifestyle content, their potential for brands has increased further online and offline. Add Print, Add Power, has never been so apt. But the success of newspapers largely boils down to a single truth: they are effective in shaping opinion. They possess a large amount of power when it comes to public perception. Used well, that power can completely transform your brand. Questions: (a) How would you explain the research finding that adding magazines to a mix of television and Internet increases brand favourability by 44 per cent and purchase intention by 15 per cent? (b) How would you elaborate the finding that the combination of online and newspapers increases effectiveness, with brand engagement 26 per cent higher than using just print or online? (c) What do you understand by „bridging technologies‰? (d) Identify and discuss the reasons for the significant role of newspaper as a communication tool.
10.4 DEVELOPING IMC PROGRAMME In order to achieve better results from the use of IMC, the following guide may be used and taken into consideration when designing the message. Let us examine the steps involved in developing an IMC programme or campaign. (a) Identify the Target Audience The marketing communicator must have a clear target audience in mind. The audience may be potential buyers or current users; those who make buying decisions or those who influence it. (b) Specify Communication Objectives After the target audience is identified, a decision must be reached on what the communication should accomplish. Marketers must know where the target audience now stands and what AIDA stage it needs to be moved to. The purpose of marketing communication is to move the customer along these stages and ultimately to achieve final purchase. (c) Set the Budget Determining the ideal amount for the budget is difficult because there is no precise way to measure the exact results of spending promotion dollars. However, several methods can be used to set the promotion budget such as percentage of sales budgeting, comparative parity, objective and task budgeting, and all-you-can-afford budgeting. (d) Select the Right Promotional Tools The combination of the five basic IMC tools, advertising, personal selling, sales promotion, public relations and direct marketing can be specified. An analytical approach and experience are important to make the right decision. Many factors provide direction for selection of the appropriate mix. (e) Schedule the Campaign Determine the most effective timing of the campaign. The campaign schedule describes the order in which each communication tool is introduced and the frequency of its use during the campaign.
Choosing the correct marketing communications tools for a particular promotional task is largely influenced by a number of factors such as the following: (a) Business missions; (b) Business objectives; (c) Marketing objectives; and (d) Promotional objectives. However, in todayÊs marketing communication world, computers can carry out matching consumer characteristics with media databases very rapidly. Promotional budgets can also be evaluated for a variety of different mixes. Generally, a media mix includes radio, television, print and online channels. The media mix is the total amount of marketing communication that an agency, marketing communication company or media buyer has budgeted for a specific communication strategy and media plan. Media mix refers to the various advertising channels through which a company communicates with its audience in order to fulfil a campaign as outlined in the media plan. For any given communication campaign, the best media mix depends greatly on the demographics of the target market. 10.5 MONITORING, EVALUATION AND CONTROL It is vital for firms to determine how well the marketing communication programme meets the objectives; how and why the promotion programme is performing; if there are deviations from the plans or whether there is need for modification. Monitoring, evaluation and control is designed to provide managers with continued feedback concerning the effectiveness of the promotional programme. This feedback can be used as input into the planning process.
The integrated marketing communication model portrays the development of a marketing programme which requires an in-depth analysis of the market. This analysis may make extensive use of marketing research as an input which provides the basis for the development of marketing strategies. As this plan serves as the guide to follow in achieving marketing goals, each of the steps requires a detailed analysis. When the detailed analysis has been completed and objectives have been established, each of the marketing mixes must contribute to a comprehensive integrated marketing programme. Table 10.2 indicates programme elements that can be measured and correlated to tactical and strategic goals.
Table 10.2: Measuring IMC
IMC Component
Elements to Measure
Marketing
Message reach and adoption, brand awareness or recall. communication
Public relations
Media coverage analysis, advertising value equivalents, impressions (or exposures) by media type, tonality of coverage, influence of spokespeople, prominence of brand vs. competitors. Marketing or sales Response rates, number of inquiries, number of qualified promotion: Advertising, leads from respondents, customer acquisition costs (total events, direct mail, number of new customers or marketing costs), increase in e-mail marketing average sales price. Employee Employee surveys, sales of companies products to communication employees, recommendations to friends and family. Source: Woods, J. A. (2014), Measuring integrated marketing communication from start to finish. JW Bulletin . Retrieved from http://www.iabc.com
ACTIVITY 10.6
Read the cases given and answer the subsequent questions. Choose just one case and brainstorm in your group a good advertising strategy (creative and media) and look also at the bigger picture and determine how the other components of the marketing communications mix will be useful in finding a solution for the case that you have chosen. The Case High Five bread was once a very popular bakery brand but it has fallen due to a certain incident. The factory at Nilai was raided and the Health Ministry team issued a warning to the operator for operating under unhygienic conditions under Section 11 of the Food Act 1983. It was also found to be employing illegal workers and using cooking oil without a halal certification. The raid at Stanson Bakery Sdn Bhd, which produces the High Five bread, revealed that the factory floor was dirty, some workers were found working without gloves or aprons, while the factory was badly-lit and poorly-ventilated. The factory's management volunteered to close down for two weeks after the raid. The brand has not received any meaningful marketing communications support for several years. The Task The task is to reintroduce the brand to the market and get it into the top bakery in Malaysia. When preparing a case solution it is expected that you conduct additional secondary research. Good factual information will enhance the quality of the analysis and the recommendation. Here is a guideline for your discussion and oral or written report. The Guide Follow this guide to engage in your discussion. (a) Identifying Problem Identify the problem, not symptoms, in a clear, concise manner. Do not state the problem as choosing between a number of alternative strategies. The problem should pose a question searching for a solution. (b) Situation Analysis Conduct SWOT analysis. Typically, strengths and weaknesses are internal in nature while opportunities and threats are external in nature. (c) Alternatives Identify a series of alternatives that could resolve the problem. Make sure that issues such as segmentation and targeting, positioning, and the pros and cons of each alternative are discussed. (d) Recommendation Make a specific recommendation to resolve the problem. Proper justification must accompany the recommendation and company objectives, marketing objectives, and the resources of the company must be considered. (e) Summary Plan Being concise as possible while providing proper detail on the various components of the marketing communications mix you are recommending, provide details about the following: (i) Marketing objectives; (ii) Marketing communications objectives; (iii) Target market profile; (iv) Positioning strategy statement; (v) Marketing communications mix; (vi) Timeline for activities; and (vii) Budget allocation for recommended activities. Source: Adapted from Course Hero (n.d.) The objective of this topic is to appreciate the meaning of Integrated Marketing Communications (IMC) and its vital tools which an efficient marketer can use in order to strategically position its products in the dynamic and competitive market. This topic also gives a comprehensive analysis of the steps involved in developing an effective IMC programme. Based on the examination of current literature on IMC, one of the most updated definitions for integrated marketing communication is IMC as the concept and process of strategically managing audience-focused, channel- centred and results-driven brand communication programmes over time. The choice of the marketing promotional tool is largely influenced by a number of factors such as business missions, business objectives, marketing objectives, promotional objectives and choice of correct while the best media mix for any given communication campaign depends greatly on the demographics of the target market. It is vital for firms to determine how well the marketing communication programme is meeting the objectives; how and why the promotion programme is performing; if there are deviations from the plans or whether there is need for modification. Monitoring, evaluation and control is designed to provide managers with continued feedback concerning the effectiveness of the promotional programme. This feedback can be used as input into the planning process. Corporate identity Personal selling Direct marketing Point-of-sale IMC Sponsorship Packaging
TOPIC 10 INTERGRATED MARKETING COMMUNICATION
Ekhlassi, A., Maghsoodi, V., & Mehrmanesh, S. (2012). Determining the Integrated Marketing Communication Tools for Different Stages of Customer Relationship in Digital Era, International Journal of Information and Electronics Engineering, 2(5), 761765. Im_cases. (2015). Retrieved from https://www.coursehero.com/file/4235898/ imcases/ Kempf, D. S., & Smith, R. E. (1998). Consumer processing of product trial and the influence of prior advertising: A structural modelling approach. Journal of Marketing Research, 35 (8), 325338. Kitchen, P. J., Brignell, J., Tao, L., & Jones, G. S. (2004). The emergence of IMC: A theoretical perspective.Journal of Advertising Research, 44 (1), 1930. Kliatchko, J. G. (2005). Towards a new definition of integrated marketing communications (IMC). International Journal of Advertising, 24(1), 734. Kotler, P., & Keller, K. L. (2009). Marketing management . Upper Saddle River, NJ: Pearson Prentice Hall. Chicago. Olander, C., Sehlin, S. (2000). The use and integration of marketing communication tools in business-to-business firms: Case studies of three Swedish firms. Retrieved from http://epubl.ltu.se/1404- 5508/2000/112/LTU-SHU-EX-00112-SE.pdf Woods, J. A. (2014), Measuring integrated marketing communication from start to finish. JW Bulletin . Retrieved from http://www.iabc.com
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