Critically Discussed Issues Associated with Integrated Marketing Communications in the UK
“Critically discussed issues, dimensions, benefits and barriers associated with IMC (Integrated Marketing Communications) in relation to advertising strategy and planning in the UK”
- by Chirag Rawal (BA in Marketing Management)
Introduction
We begin defining the two main aspects of this study. Even though there are many different views, descriptions and definitions of these two terms, I find it easier to adapt the one stated by Tony Yeshin (2006) in his book ‘Advertising’; ‘advertising is paid-for non-personal communication from an identified organisation, body or individual designed to communicate information and to influence consumer behaviour’. IMC is ‘a concept of marketing communications planning that recognises the added value in a program that integrates a variety of strategic disciplines, for example, general advertising, direct response, sales promotion, and public relations – and consistency, and maximum communication impact’ (Schultz 1997).
Relationship between IMC and Advertising
IMC can be defined as a tree with its main branches being Advertising, Sales Promotion, Public Relations and Direct Marketing. Advertising is a part of the IMC structure and is proven to be one of the most powerful tools. However, Tony Yeshin explains to us that ‘advertisings position is being eroded dramatically as the other tools of marketing communications gain more widespread use.’ (Yeshin, 2006) For a second let’s take ourselves outside the UK and see whether advertisings position is eroding elsewhere. Looking at (Jones 1995) it is evident from his sources that even in the US, ‘where the amount of money spend on promotional activities is currently greater than spent on advertising’.
From this source one can see that this is becoming a frequent point. This is because some organisations such as mobile phone retailer ‘Carphone Warehouse’ may turn to other methods such as Direct Marketing approach to target their audiences. This seems to be a very effective method
- by Chirag Rawal (BA in Marketing Management)
Introduction
We begin defining the two main aspects of this study. Even though there are many different views, descriptions and definitions of these two terms, I find it easier to adapt the one stated by Tony Yeshin (2006) in his book ‘Advertising’; ‘advertising is paid-for non-personal communication from an identified organisation, body or individual designed to communicate information and to influence consumer behaviour’. IMC is ‘a concept of marketing communications planning that recognises the added value in a program that integrates a variety of strategic disciplines, for example, general advertising, direct response, sales promotion, and public relations – and consistency, and maximum communication impact’ (Schultz 1997).
Relationship between IMC and Advertising
IMC can be defined as a tree with its main branches being Advertising, Sales Promotion, Public Relations and Direct Marketing. Advertising is a part of the IMC structure and is proven to be one of the most powerful tools. However, Tony Yeshin explains to us that ‘advertisings position is being eroded dramatically as the other tools of marketing communications gain more widespread use.’ (Yeshin, 2006) For a second let’s take ourselves outside the UK and see whether advertisings position is eroding elsewhere. Looking at (Jones 1995) it is evident from his sources that even in the US, ‘where the amount of money spend on promotional activities is currently greater than spent on advertising’.
From this source one can see that this is becoming a frequent point. This is because some organisations such as mobile phone retailer ‘Carphone Warehouse’ may turn to other methods such as Direct Marketing approach to target their audiences. This seems to be a very effective method
References: • Advertising Association (2007) Detailed Statistics [Online]. Available at <http://www.adassoc.org.uk/html/detailed_statistics.html> [Accessed 20 November 2007] • White, S • Yeshin, T. (2006) ‘Advertising’ • Breivik, E • Kitchen, P.J. & Eagle, L. (2004) ‘IMC evolution. Examining the evidence’ ESOMAR, Cross Media Conference, Geneva • Power Home Biz (2003) Choosing the Right Advertising Medium for Your Small Business [Online] • Dyson, P. (2003) ‘Advertising profitability: size matters’ Admap, 444 (pp. 41-43) • Brignell, J., Spickett-Jones, G • Reid, M. (2003) ‘IMC-performance relationship’ International Journal of Advertising 22 (2) • Cornelissen, J.P., Lock, A.R • Mandese, J. (1999) ‘The Brits are unbundling again’ Agency magazine • Gould, S • Schultz, D.E. and Kitchen, P. J. (1999) ‘Special Section on IMC: A Multi-country comparison of the Drive of IMC’ Journal of Advertising Research 39 (1) • Schultz, D and Kitchen, P, (1997) ‘Integrated marketing communications • Schultz, D.E. and Kitchen, P.J. (1997) ‘Integrated Marketing Communications in US advertising agencies: an exploratory study.’ Journal of Advertising Research 37 (5) • Duncan, T.R., Everett, S