Marketing Assignment Sample
Question 3: Critically evaluate Integrated Marketing Communications (IMC) as a basis for effective promotion.
In this question, the relationship between integrated marketing Communication and effective promotion is discussed which helps to critically analyze the thought that integrated marketing communication is the basis of effective promotion. Also, the key concept of integrated marketing communication is also covered in this question and lastly the role of this topic.
Concept of integrated marketing communication (IMC)
Figure 2: Integrated marketing communication
The process of unifying market communication is called integrated marketing communication which consists of public relations, development principles, social media, advertising, and so on. It mainly works as a communication tool in the marketing department. Duralia, (2018) mentioned that as communication is the key for any kind of industry; it has issues of importance in the marketing segment as well. Integrated marketing communication is the way to communicate and increase the unity in the team as well.
Role of integrated marketing communication
- Integrated marketing communication is considered a process of planning, monitoring, and executing the message of the brand which needs to be sprayed in the market. According to Hossain et al. (2917) when a brand wants to convey its message easily in the market then integrated marketing communication is the key. Because before executing it is very important to plan the process of execution and proper communication among the team members can easily develop this planning and execute the desired goal. It can be said that integrated marketing communication plays an important role to convey the brand message to its consumers.
- Integrated marketing communication plays an important role in increasing the profit margin for the business. By this strategy, the organizations can build the brand image stronger than earlier. Aghara et al. (2017) said that also, this process is effective to make that particular brand more likely than the others which automatically increases the productivity and the profit margin of the industry.
- Integrated Marketing communication is also effective in business-to-business interaction. As it provides an effective communication tool among the employees it could easily communicate in the business-to-business interaction that helps to make the bond stronger. When an industry is capable enough to interact with its co-industries. Dharmappa, (2018) mentioned that it makes a huge difference in the market relation and also so it can definitely play an important role in the effective promotion of the products.
Impact of effective promotion
Promoting a brand can easily get customer loyalty in the industry. This can happen because of the strong bond of the brand with the customers. Melyoki et al. (2018) said that the main purpose of effective promotion is to increase its productivity and fail in the market. Also by promoting a brand it can separate the industry from its other competitors in that case effective promotion is an important part of an industry. There are some benefits by which it can clearly identify the impact of effective promotion. The benefits are:
- Creating differentiation with the other brand is one of the most accepted benefits of promoting a brand. Zhang et al. (2019) When a business can easily make a sustainable place in the market it is easy to grow in the market and this could be achieved by an effective promotion. Also, an effective promotion can easily provide a high identity to the industry without any hesitation. As promotion is the key to getting more attention from the consumers.
- Creating an opportunity to communicate with the consumers at the time of packaging the product and also in between the campaign can be a great option and positive impact of effective promotion of a brand. Glucksman, (2017) stated that communication is considered a formidable way to create an effective relationship with its customer.
- Creating reasons to buy the product is a positive impact on the effective promotion of the brand. In the time of promoting a product, the volunteers can easily convince the buyers and the audience to buy that particular product. It can be said that promotion is nothing but to influence the audience to buy the product and believe the claim and the benefits of the product as well.
All these impacts are very effective to make an effective promotion for a brand that needs to grab the attention of its consumers and also the audience to increase its productivity.
Relation of integrated marketing communication and effective promotion
Effective promotion includes all types of communication by the marketers to influence and convince the audience to purchase the promoting product in the market. On the other hand, by effective marketing communication, the promotion process can be more effective and impactful among the audience. It can be said that communication and promotion are vice versa. Promotion campaigns include all kinds of advertisement, sales promotion, public relations, and personal selling. In that campaign communication is the most wanted and accepted thing. As without having proper communicating skills, it is not important to convince the audience to buy those promoting products in the market. It can be said that communication and well promotion are interconnected with each other. In recent times the effective promotions include integrated marketing communication tools in variety because nowadays promotions are likely to involve all kinds of communication methods and strategies to make people believe about the product. That’s why integrated marketing communication can be a great option for effective communication. As Integrated marketing communication strongly rap a communication over the customers it can intensely go through some buying stages of that product. Meanwhile, the organizations keep continuing to develop their images of providing services and the other segments of the industry to make the relationship with the buyers. It can be said that the organizations can effectively move forward by incorporating Integrated marketing communication for its base of effective promotion.
The analysis of both points indicated that an intimate relationship is present between integrated communication and effective promotion. Communication will help to make clear understanding about the points which a person tries to inform and depending on this clear communication the effectiveness can be implemented with great efficiency. An interconnected relationship between communication and efficiency has been improved with much analysis in previous times but in this case, the integrated communication can also be greatly effectively run if the precise analysis can also be done simultaneously. It can be said that the organizations can effectively move forward by incorporating Integrated marketing communication for its base of effective promotion. The impact of effective promotion indicated all the segments can be modified and restructured for efficiency that promotes sustainability and transparency at the same time. It cannot be avoided that every segment of the industry can be effectively done if proper strategy implementation has been done by using proper informative manners.
It can be said that Integrated marketing communication can be accessed like the base level for an effective promotion because there are some positive impacts of an effective promotion that can be enjoyed by an industry. For this reason, it is very important to the key will Asian sheep between the integrated has marketing communication and effective promotion because both of these are vice versa. For an effective promotion, integrated communication is nothing on the other hand without integrated marketing communication effective promotion cannot happen. To analyze this topic critically the core concept of Integrated marketing communication is provided also the role of integrated communication is mentioned here to get more clarity. Also, the impact of the promotions in a business is described here in-depth so that it is easy for the reader to understand the critical analysis for considering Integrated marketing communication as the basis of effective promotion for a business.
Reference list
Dharmappa, S., 2018. Study of the Effectiveness of Online Marketing on Integrated Marketing Communication. GRIN Verlag.
Duralia, O., 2018. Integrated marketing communication and its impact on consumer behavior. Studies in Business and Economics, 13(2), pp.92-102.
Glucksman, M., 2017. The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of undergraduate research in communications, 8(2), pp.77-87.
Hossain, M., Kabir, S. and Rezvi, R.I., 2017. Influence of the integrated marketing communication on brand orientation and market orientation: a literature review. Australian Journal of Business Science Design & Literature, 10(1).
Melyoki, L.L., Gielnik, M.M. and Lex, M., 2018. STUDENT TRAINING FOR ENTREPRENEURIAL PROMOTION IN TANZANIA: IMPACT ON STUDENTS’ENTREPRENEURIAL MINDSET AND BUSINESS CREATION BEHAVIOUR. Business Management Review, 21(2), pp.43-52.
Zhang, K., Bai, X., Yuan, Z., Cao, X., Jiao, X., Li, Y., Qin, Y., Wen, Y. and Zhang, X., 2019. Layered nanofiber sponge with an improved capacity for promoting blood coagulation and wound healing. Biomaterials, 204, pp.70-79.
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