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• W589028328 abstract "1. INTRODUCTIONMarketing communication represents concept that first occurred during the last decades of the twentieth century, as result of the incredible development of marketing during that period. Although so far, the opinions of various specialists differ in terms of concept content, one may speak about consensus on the role and importance of marketing communications.In today's global economy characterized by high dynamism and fierce competition, companies are looking for the best way of communicating with their clients and they do everything humanly possible to persuade the customers of their product's quality and the benefits that people get from using their products or services1.Therefore, communication has become fundamental aspect of marketing, and key success factor for the company. Organizations use various forms of marketing communication in order to meet financial or non-profit targets2.Integrated Marketing Communication (IMC) is one of the most important communications trends adopted all over. The emergence of this concept has influenced thinking and acting among companies but also authorities, state owned companies and political parties, all facing the realities of competition in an open economy.Marketing organizations are increasingly paying an emphasis on integrating their messages, procedures, and communications within their formal organizational boundaries3. Some 20 years ago academics and professionals discussed theory and practice of business communication but without considering the idea of integration as realistic approach to reach competitive strategic position for the company. Some early attempts in the beginning of the 1980s initiated academic interest and articles appeared in the academic literature4. From the beginning of the 1990s IMC became real hot topic in the field of marketing5.Few years back, major portion of marketing budgets went to advertising. Now the situation has changed, the money is allocated into various activities such as trade promotions, consumer promotions, branding, PR and advertising. The allocation of communication budgets away from mass media and traditional advertising has obviously promoted IMC in recognition and importance for effective marketing. The emergence of IT has fundamentally affected the media practices, contributed to an extensive deregulation of markets and individualized patterns of consumption and increased the segmentation of consumer tastes/ preferences. The key has been 'value' and several combinations of methods are used, all aiming to raise benefits and reduce costs.Companies cannot be considered legitimate players if there is no consistency between messages, words, behaviors, procedures and deeds67. Therefore, it is very important for people understand the importance of integrated communications.The American Association of Advertising Agencies defines IMC as a concept that recognizes the added value of comprehensive plan that evaluates the strategic roles of variety of communication disciplines, and combines these disciplines to provide clarity, consistency and maximum communication impact. Jones & Schee, (2008) consider that integrated marketing communication represents combination of direct marketing, general advertising, sales promotion and public relations8.The eventual role of the IMC is to convey consistent message to customers9. Effective IMC approaches foster companies to effective usage of promotional resource and to build longer term sustainable consumer relationships.The concept of IMC is increasingly accepted by many firms due to number of advantages. The mass media advertising was initially thought of as viable and useful. However, nowadays specialists consider it ineffective because of high cost involved and the unpredictable target audience. Today, firms use precisely targeted promotional techniques such as direct mail, cable TV, the Internet, etc. …" @default.
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• W589028328 date "2013-01-01" @default.
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• W589028328 title "The Relationship between Integrated Marketing Communication and Brand Equity" @default.
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