Online Imc: a Literature Review
Online IMC - A brief
The study starts from the premise that the specific characteristics of the internet transform the application of IMC principles from an alternative option to an absolute requirement
Integrated marketing communication – the evolution of a concept
The IMC approach has received almost instant recognition at the end of the 1990s, as a result of the existing trends to reduce the budget allocated to mass advertising campaigns and to concentrate on segmented or personalised communication with final consumers. The increased fragmentation of media and customers, as well as the revolution introduced in mass communication by the new communication channels – internet and mobile communication technologies – has created the need for a new approach to marketing communication, that can insure centralised management and a consistency of corporate messages sent towards various audiences.
The concept of IMC was defined in many different, often contradictory, ways:
Pickton and Broderick (2001) claim that synergy is the principal benefit of bringing together the various facets of marketing communications in a mutually supportive way.
Definition proposed by Keegan et al. (1992, p. 631): Integrated marketing communications is the strategic co-ordination of all messages and media used by an organisation to collectively influence its perceived brand value. At the heart of this definition is the assumption that the credibility and value of both the company and its brand(s) will increase, when messages transmitted to various audiences become consistent across time and targets.
Another definition proposed by Duncan (2002, p. 8) demonstrates the current conceptual perception of IMC:
A cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them.
The notion of
The study starts from the premise that the specific characteristics of the internet transform the application of IMC principles from an alternative option to an absolute requirement
Integrated marketing communication – the evolution of a concept
The IMC approach has received almost instant recognition at the end of the 1990s, as a result of the existing trends to reduce the budget allocated to mass advertising campaigns and to concentrate on segmented or personalised communication with final consumers. The increased fragmentation of media and customers, as well as the revolution introduced in mass communication by the new communication channels – internet and mobile communication technologies – has created the need for a new approach to marketing communication, that can insure centralised management and a consistency of corporate messages sent towards various audiences.
The concept of IMC was defined in many different, often contradictory, ways:
Pickton and Broderick (2001) claim that synergy is the principal benefit of bringing together the various facets of marketing communications in a mutually supportive way.
Definition proposed by Keegan et al. (1992, p. 631): Integrated marketing communications is the strategic co-ordination of all messages and media used by an organisation to collectively influence its perceived brand value. At the heart of this definition is the assumption that the credibility and value of both the company and its brand(s) will increase, when messages transmitted to various audiences become consistent across time and targets.
Another definition proposed by Duncan (2002, p. 8) demonstrates the current conceptual perception of IMC:
A cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them.
The notion of