INTEGRATED COMMUNICATION – CREATING THE RIGHT RELATIONS WITH THE RIGHT CUSTOMERS TITLE Stoica Ana-Maria1 Cretoiu Raluca-Ionela2
ABSTRACT: Integrated marketing communication is an essential concept used in clarifying and managing lucrative relations with the employees, consumers and shareholders and sending a uniform message to provide coherence and the maximum impact of communication as far as organization and its products in all the relation points. In order to provide the success of such an approach the person doing the marketing communication must be headed for observing the steps, as follows: recognizing the target audience, setting communication objectives, creating the message, structuring integrated efficient communication and promotion programs, by choosing both the personal and impersonal communication paths of the message, in order to emphasize the expected feedback from potential and present customers. Hence, the purpose of integrated marketing communication is the simplicity of the message and the use of various online and offline communication means by improving the potential of the company so as to send the right message to the right customers at the right time and place. Key words: customer, feedback, integrated marketing communication JEL codes: M 31, M37
In the ample process of the global marketing policy of strategies and tactics defining it, the integrated marketing communication plays a major part. Presently, ever more companies pass this concept as a way of thinking reuniting all the other instruments of promotional policy: advertising, sale promotion, personal sales, public relations and direct marketing. At the same, it is also a general notion reflecting reality, used in clarifying and managing a profitable relation with the employees, consumers and shareholders by creating and sending a uniform message to provide coherence and the maximum impact of communication as far as organization and its products in all the relation points. Hence, the purpose of integrated marketing communication is the simplicity of the message and the use of various online and offline communication means. Small companies present on the market by means of online marketing channels. They are based on integrated marketing communication plans with a minimum budget using any type of e-marketing campaign, from search engine optimization (SEO), making payments online, e-mail and web banner to the most present ones related to webinar, podcast, blogs, Internet TV. However, the large companies may implement such plans having access to generous budgets. Offline marketing channels send the message by traditional printing instruments (newspapers, magazines), mail order, public relations, outdoor ads, radio and TV. However, one wants to select the most efficient communication means emphasizing an efficient and coherent marketing campaign both through the mass-media platform and through University “Spiru Haret”, Faculty of Marketing and International Business, Bucharest, e-mail: firstname.lastname@example.org University “Spiru Haret”, Faculty of Marketing and International Business, Bucharest, e-mail: email@example.com 2 1
Annales Universitatis Apulensis Series Oeconomica, 11(2), 2009
other smaller and more focused communication means. Most of the companies practice this orientation towards integrated communication when they want to build up the brand starting from the consumer. They emphasize especially the comprehension of consumers’ needs and wishes, of the way in which they are responsive to the messages sent by the company. By means of this process, they aim at improving the image of the organization which is possible due to the quality and the coherence in communicating the brand values to the customer. Practically, the customers shall be presented with the most convincing form of the company products and services in order to guaranty...