UNDERSTANDING INTEGRATED MARKETING COMMUNICATION (IMC)
Prior research has revealed numerous topics relevant in the study of integrated marketing communications and how marketer should best handle the IMC process in order to develop truly integrated communication programs (Cook 1997; Kitchen and Schultz 1999; Schultz and Kitchen 1997). Schultz and Schultz (1998) defines IMC as a “strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programmes over time with consumers, customers, prospects and other targeted, relevant external and internal audiences.” The IMC can be represented as what Jenkins calls the “Theorists Tetrahedron” or “Problem Pyramid” as shown below: The four variables form the pyramid and each variable has certain factors. Each edge of the pyramid represents two-way interactions between factors and the whole of tetrahedron represents a four way interaction of all variables.
Figure 1: Marketing Communication Tetrahedron
The “Marketing Communication Tetrahedron” (MCT) considers four factors which constitute to marketing communication effectiveness (Figure 1).
Consumers vary obviously based on different characteristics such as demographic (e.g. age, gender, race, etc.), psychographic (e.g. attitude towards self and others, etc.), behavioural (e.g. loyalty, brand choice, usage, etc.) which forms foundation for market segmentation and leads to growth of distinct marketing programs. Communication
Fundamentally, marketing communications differ on various aspects of modality – e.g. the number (sight, sound, motion, spoken or written words, etc.) and nature (static, dynamic, interactive, customized, etc.) of modalities involved (Wright 1981; Edell 1988). These basic characteristics of marketing communication are quintessential in how they interact with the consumer characteristics and...
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