marketing communication functions

marketing communication functions
The evolution of this new perspective, has two origins. Marketing, advertising, public relations began to realize sales is not liable to affect the success of brand marketing, budgeting, decision making was often at odds with the myriad of input and management of others. Officers in each region, in competition with the other voice on the resources and decision-making. The result is inconsistent advertising that money wasted, counterproductive management decision process, and perhaps worst of all, the confusion among consumers.
Secondly, in terms of marketing has started to move to be adapted to the market-oriented market. Marketing communications, was considered so inside-out to present the message of the traditional business. Advertising, promotion mix, were the dominant factors for the potential to deliver messages effectively sell to the public media. However, the mass market, began to fragment. Consumers are better, education became more skeptical about advertising. A variety of sources, it became important for both consumers and non-controlling controlled by marketing. News reports, word of mouth, reports, financial reports and the mark "contacts" is just a few consumers, brands and companies to know the attitudes and opinions to form a purchasing decisions began to be used. Advertising, in terms of being able to offer a wide audience, began to lose some 'of its luster. Is released, the company began looking for new ways to coordinate the multiplicity of product names and company messages on consumers and used by others.
Relationships and synergies: So the two ideas, integrated marketing communications prevalent. Rather than the traditional view of inside-out, your BMI is outside perspective and can be seen, not as a goal appears to be a partner in an ongoing relationship. Customers are required to occur, brands and businesses through a variety of sources, and other brands and businesses to create a variety of ideas from these contacts. Knowing the habits of life and important segment of consumers of media, allowing marketers to optimize most of these segments of marketing communications, when inclined to accept these messages are no longer shows the control message through the media could achieve these segments.
Ideally, IMC is to develop a comprehensive database of customers and potential customers, the level of consciousness of a common predisposing to segment customers and prospects of these groups whose behavior and communication tactics to lead by developing messages and communication strategies to achieve the marketing objectives, it was implemented. To do this, IMC is designed to enhance the relationship between the parties interested in high profit and other key customers and others, transparency, consistency of the mix of promotional programs that have maximum impact and synergy generated by adjusting all items.
Practitioners and scholars, but the IMC has effectively highlighted the difficulty of implementation. IMC defines exactly what is difficult. For example, simply complete the IMC through the promotional activities does not capture all the meaning of "clear voice" to speak, to adjust the message. Also, change the organization to support an integrated approach to challenge the structure of command and control of many organizations. However, research, IMC is the potential impact of the marketing strategy of its largest economies, as increasingly appears to suggest that the majority of managers responsible for marketing and has more than the price of globalization
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