Improving Integrated Marketing Communications †Free Samples

Question: Discuss about the Improving Integrated Marketing Communications. Answer: Planning / Objectives setting of IMC In the article, Improving integrated marketing communications practices: A comparison of objectives and results, by Patti et al. (2014), the authors have mentioned the need for setting up objectives for the IMC and its results. The article illustrates an analysis of the existing practices of planning or objective setting and also describes the process for improvements in communication. The learning outcomes from this article are: The planning for Integrated Marketing communications is very important for the marketers for communication of the value of any particular brand. The studies have found that marketing promotional activities and adverting contributes to the sale of any particular product or service. Integrated marketing communication affects the customers buying behavior. Therefore, it is very important that the planning is done in the most effective very possible. The marketers are required to undertake certain steps: Knowing the target audience- There are no general audience and the communication approach is always made to specific audience. Development of situation analysis- A SWOT analysis has to be conducted for the evaluation of the strength, weakness, opportunities and threats of any brand. Determination of marketing objectives The objectives should be feasible and can be measured Determination of budget for the various activities under Integrated Marketing Communication (IMC). Strategies and Tactics- Like the push and pull strategy is to be taken so that the communication is effective. Evaluation and Measurement- In this step the outlining of all the activities is done and the feasibility of each and every activity is evaluated so that the whole plan is effective and aligns with the objectives of the organization. Reference Patti, C. H., Hartley, S. W., van Dessel, M. M., Baack, D. W. (2017). Improving integrated marketing communications practices: a comparison of objectives and results.Journal of Marketing communications,23(4), 351-370.