Integrated Advertising, Promotion, and Marketing Communications

The book Integrated Advertising, Promotion, and Marketing demonstrates successful company communication. It emphasizes the integration of all marketing communications and outlines their creation and dissemination processes. Topics covered include social media, blogging, messaging, and other marketing strategies.

If your clients are unaware of your amazing product and its cheap pricing, it serves no use for you to have it available to them. Promotion comes into play here since it connects with your target markets and lets them know what you have to offer.

Promotion involves integrated marketing communication (IMC) in the marketing environment of today. IMC is combining a range of communication channels to convey a single message and have the intended effect on consumer perceptions and behavior. You have probably been the target of IMC activities as a seasoned consumer in the English-speaking globe. You practically participate in an IMC endeavor every time you “like” a TV show, post, or meme on Facebook!

It might be difficult to define marketing communication because, in a genuine sense, everything an organization does has the potential to communicate. A product’s price conveys highly detailed information about the product. A corporation sends a clear message to the market when it decides to distribute its goods only through outlet stores. Marketing communication describes actions that are purposefully targeted at marketing a product or service among target groups. The following explanation can help you understand this phrase:

All of an organization’s communications, medium, and activities used to reach out to the market and influence target audiences to accept its messaging and act appropriately are referred to as marketing communication.

The practice of synchronizing all of this activity across many communication channels is known as integrated marketing communication. It’s important to note that this definition places a strong emphasis on persuasion, which is the art of getting others to agree with your point of view or act in a certain way. A company’s marketing strategy should be in line with effective marketing communication, which is goal-directed and coordinated. It seeks to convey a specific message to a particular audience with the explicit objective of changing perceptions and/or behavior. IMC, which uses a variety of communication channels and customer touch points to deliver a consistent message in more and more persuasive ways, increases the effectiveness and efficiency of this marketing activity.


Kenneth E. Clow & Donald E. Baack



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