Integrated Marketing Communications (
Introduction
Discussion of the concept Integrated Marketing Communications (IMC) is highly debatable with many varied views. This paper aims to discuss then main definitions, issues, dimensions benefits and barriers surrounding the concept/process.
Definition of IMC
The definition of integrated marketing communications continues to evolve and there is no shared agreement or meaning. Duncan and Everett (1993) claimed that it is hard to reach a definition of IMC because it is a process and concept. Scholars, agencies and clients all seem to have their own views because they all perceive it and use the concept/process differently. Agencies and clients use it as management practice to increase efficiency and boost the overall effectiveness off marketing communications. Scholars assess it in an academic manner, breaking down the key elements to critically assess.
IMC is still in the transition process as it continues to extend its boundaries beyond traditional media and marketing tools. (Lee, D.H. and Park C.W. 2007) IMC is essentially a concept/process under which companies systematically coordinate the different areas of marketing communications to work together to form a coherent message, position, image or “one voice” often characterized as seamless marketing communication. (Nowak, Glen J., and Joseph Phelps 1994). IMC is strategically designing messages to convey one consistent message about the perceived brand value of a product. (Duncan and Everett 1993)
Issues of IMC
One of the main challenges that IMC faces is whether it is valid or is it just another management ‘fad’? It has been described as just traditional marketing glamorised, suggesting that it is not new and it has few management implications. (Schultz & Kitchen 1997)
IMC cannot be measured hence it is difficult to assess the effectiveness of incorporating IMC rather than using traditional approaches. Measures of IMC cannot be systematically developed because there is a lack of consensus of
Discussion of the concept Integrated Marketing Communications (IMC) is highly debatable with many varied views. This paper aims to discuss then main definitions, issues, dimensions benefits and barriers surrounding the concept/process.
Definition of IMC
The definition of integrated marketing communications continues to evolve and there is no shared agreement or meaning. Duncan and Everett (1993) claimed that it is hard to reach a definition of IMC because it is a process and concept. Scholars, agencies and clients all seem to have their own views because they all perceive it and use the concept/process differently. Agencies and clients use it as management practice to increase efficiency and boost the overall effectiveness off marketing communications. Scholars assess it in an academic manner, breaking down the key elements to critically assess.
IMC is still in the transition process as it continues to extend its boundaries beyond traditional media and marketing tools. (Lee, D.H. and Park C.W. 2007) IMC is essentially a concept/process under which companies systematically coordinate the different areas of marketing communications to work together to form a coherent message, position, image or “one voice” often characterized as seamless marketing communication. (Nowak, Glen J., and Joseph Phelps 1994). IMC is strategically designing messages to convey one consistent message about the perceived brand value of a product. (Duncan and Everett 1993)
Issues of IMC
One of the main challenges that IMC faces is whether it is valid or is it just another management ‘fad’? It has been described as just traditional marketing glamorised, suggesting that it is not new and it has few management implications. (Schultz & Kitchen 1997)
IMC cannot be measured hence it is difficult to assess the effectiveness of incorporating IMC rather than using traditional approaches. Measures of IMC cannot be systematically developed because there is a lack of consensus of