Impact of integrated marketing communication on brands Essay
Impact of integrated marketing communication on brands
Figure 1 As mentioned above, having a good and effective brand can be achieved by various factors and approaches and one of these is through integrated marketing communication. Integrated marketing communication is known as a strategic coordination of multiple communication voices. The objective of this is to optimize the effect of persuasive communication on both the non-consumer and consumer including trade and professional audiences by coordinating the elements of the marketing mix which include public relations, advertising, package design, promotions and direct marketing (Moore & Thorson 1996).
In this regard, it is evident that different approach can be used to ensure that the information of the brands is being conveyed on the targeted market. Furthermore, IMC is also considered as a strategic approach for coordinating all messages and media utilised by a company to collectively affect its perceived brand value (Keegan, Moriarity & Duncan, 1992). In addition, IMC is also referred to as a cross-function approach for generating and sustaining good relationships with clients by controlling or managing strategically all the information sent to them and by purposely encouraging two-way dialogues with target market.
Integrated marketing communication has been considered to have an effect in brands. Accordingly, its concept that aims on managing customer relationship has the ability to drive brand value for the company and generate desire results (Clowe & Baack 2004). Through the integrated marketing communication, brands are strategically promoted through the use of various promotional elements as well as marketing process to communicate the message of the company and the brand to the specified target market (Moore and Thorson, 1996).
It has been noted that integrated marketing communication is aiming on using direct communication so as to bring behavioural changes among consumers who will purchase a specific brand (Shimp, 2000). Integrated marketing communication also relates the message to the client which brings behavioral changes that helps the brand to establish a strong and tight relation with the target market.
Furthermore, the context of integrated marketing communication stresses on the significance of coordination and synergy so as to develop and maintain a strong brand image. By using various communication instruments through the integration concept of marketing communications, industries have the ability to use effective methods to strengthen their brands with their target market and promote stronger brand names to their targets (Kotler, 2004).
The IMC approach can also be considered to affect or influence brands positively by giving the brands the chance to sustain their competitive advantage among clients by identifying the most useful and appropriate methods in communicating and establishing good customer relations, which include strong relationships with stakeholders including the employees, investors, suppliers interest groups and the public in general. The main objective of the communicating brand image is to instill a stable and consistent impression among their clients (Fill, 2002).
In addition, Integrated Marketing Communication affects brand in a way that it gives the opportunity for the brand to sustain its marketability. The application of integrated marketing tools can enable the brands to communicate with the other target segment. For instance because of the increasing popularity of the world wide web, each company that invests in having their own website will have the chance to reach consumers locally and internationally.
This means that the reach of the brand are also extended and expanded in the global market. Through the use of integrated marketing communication. With this, brands of different company will be able to Emerge quickly in the marketplace since the tools and approaches of integrated marketing communication will act as shop window for many businesses today. In addition, this will also permit the clients to easily know important information about a specific brand and to know the different features a specific brand.
In addition, the integrated marketing communication is also important in impacting the brand since this will served as a marketing communicating approach for effectively promoting the brands, which will aim to result in a more sales from other distribution channels. The rationale for choosing this marketing channel is that Integrated marketing communication can help brands to meet target consumers worldwide and this could be a great opportunity to be developed and in order for brand to be quickly recognized by the target market.
In this regard, the overall campaign element of the brand must be integrated so as to attain the desirable marketing communication objectives. It is said that the target market do not separate or divide sponsorship, advertising, sales promotion, and internet as marketing communications approaches. The clients tend to receive the messages about specific brand from various sources and set up either favourable or unfavourable image of the brand. As far as the company is concerned, the source of the brand information is not that important.
What is more essential with is the content of the information conveyed and to what degree the brand promise has been actually delivered to the target market (Fill & Yeshin, 2001). It can be said that all campaign activities lead down to marketing communication and the vital efficient communication is to comprehend how the clients process the vast amount of information that comes their way each and every day and how it helps the brand to reach their target audience (Fill, 2002).
In order to sustain the competitive advantage of the specific brand, the market must be able to select only the important message that the management perceive to be important in enhancing the brand value and ignore the rest. If the marketing information is to be selected and process, the management must ensure that it include sensory and life experiences which can easily be determined and change into a unified context, have mental relationships to other categorized brand ideas, and fit into the categories and mental linkages that consumers have already created for themselves. Conclusion
The context of branding is said to be useful in terms of comprehending and analysing the competitive position of an organisation. The brand of the company remains an important part of marketing communication as it is mostly recognised by their clients. It can be said that the heavy consideration on marketing communication in branding can create the impression that the brand can be promoted through the use of integrated marketing communication. In this analysis, it shows that brand image strengths and effectiveness is important to sustain the competitive advantage of the company.
Much has been said about the importance of having a strong and effective brand image. Based on this analysis, it can be said that a strong and effective brand is something that can influence the choice of the target market and meets the brand personality provided. It can be said that each organisation must have a brand image which addresses the dimensions and characteristics of strong and effective brand. In order to achieve this, the company must be able to manage the brand efficiently. By and large, it can be said that brands have many useful attributes.
A brand can be used by the company as promoting recall, as assets, in providing premium and quality in the market, and in generating perceived differentiation. It can also be said that brands is a complex phenomena and it can easily be understood using metaphors such as linking brands into a person. Analysis has shown that to be able to have a strong and effective brand, it must be able to meet the needs and demands of the clients and the company itself. In addition, analysis shows that the use of integrated marketing communication is an important aspect to make the brand be more attractive and appealing to the target market.
It can be concluded that integrated marketing communication affect the brand’s competitive position by enabling the target market to know more about the brands. And eventually contribute to increasing sales; notably, integrated marketing communication can help in new institutional development and launches of the brand. In addition, the study shows that a strong and effective brand has the ability to produce audiences in a multi-channel environment that enables the company to be known in the global market. Second, strong and effective brands can be an outcome of an effective integrated marketing communication approach.
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