MBA留学dissertation：Integrated Marketing

整合营销传播是营销传播活动的准备和实施阶段，通过连接多个通信工具和信息的方法，为消费者提供一个一致的信息。这是一个组织实施的过程，结合促销的方法来使组织明确立场，同时也为标消费者提供一个可靠统一的消息。事实上，牛津英语词典中提到“整合”这个词来自于拉丁语动词“集成”，这意思就是由(部分)组合成整体（'部分'是不同的促销工具），而“整体”是一种营销活动。(拉里•珀西和理查德•艾略特，2009年)
 

需要说的至关重要的一点是，在许多年前，甚至是在20世纪市场营销活动还没被从业者和学者充分定义并分析时，市场营销活动就已经开始实施了。“营销传播”这个词，暗示着确定使用可变的通信工具。基本的通信工具，如促销，广告和公共关系以及赞助都是在孤立状态在工作而不是整体工作。因此，整合营销是市场营销的进阶发展阶段。

 

Integrated Marketing Communications is the preparation and implementation of marketing communication campaign, by connecting several communication tools and messages, in order to deliver a consistent message to consumers. It is the process conducted, where promotional tools are combining, in order for an organization to state its clear position and send a reliable and unify message, to the targeted consumers. Indeed, according the Oxford Dictionary of Current English, the word ‘integrate’ comes from the Latin verb ‘integrate’ which means ‘combine (parts) into a whole’ ( ‘parts’ are the different promotional tools), whereas ‘whole’ is a marketing campaign. (Larry Percy and Richard Elliot, 2009)
 

It is essential to state, that marketing activities were implemented, many years ago, before even defined and analyzed by practitioners and academicians in the 20th century. The term “marketing communications”, was implied in order to determine use or variable communication tools. Fundamental communication tools, such as sales promotions, advertising and public relations as well as sponsorship, were working in isolation instead of integrated. Therefore, Integrated Marketing is considered as the progression of marketing. (Business Source Complete, 2005)
 

From the very beginning, in 1980s, Integrated Marketing Communications, managed to gain an extensive interest amongst academics and practitioners worldwide. According to Kitchen and Schults (2001), it is considered as “the major communications development of the last decade of the 20th century”.
 

However, by most practitioners is regarded as an excellent idea, but tough in action; it needs to be designed carefully and unify every tool in order to work together in synchronization. Since its entrance, there have been several debates, in regards of its definition, implementation as well as purpose. In addition, on the subject of innovation, opinions vary; there are arguments amongst practitioners and academicians, whether IMC is a new idea or an old method which is now dressed up in fancy clothes. (John Egan, 2007)#p#分页标题#e#
 

According to Schultz, Integrated Marketing Communications was an emerging discipline, which was rushed for implementation, due to radical changes, occurred in several areas such as: the market place, the organizations, in the media and communications industry and last but not least in consumers lifestyle. (John Egan, 2007, pg.340)
 

In the ‘good old days’, where advertising was the lead of promotional activities, things were easier. To illustrate, in the 19th century mass media advertising, largely through the press and magazines, was cheap and relatively focused. For 27 years, until 1982, there was only one UK commercial TV channel, the ITV. (Larry Percy & Richard Elliot, 2009, pg.229) It was broadcasted for approximately 12 hours per day, up until midnight. However, in 1999 there has been a significant expansion in the portfolio of media. Today, the Broadcaster‘s Audience Research Board, report figures on over 297 channels; commercial radio stations have also multiplied, whereas new media such as internet and email are fast expanding. (BARB.co.uk)

In this new century, the communications task of the brand owner is to create dialogue with the customer in order to build relationships. Marketing technologies and technological advancement in general have in recent years developed business into a more than ever communication dependent activity.
 

The technological advancement in conjunction with the ever-growing consumer influence and the omnipresent strain marketers are faced with in their struggle to rationalize the returns on marketing communications outgoings are escalating the need to reassess the ways marketers sketch and execute their communications tactics.
 

This is where Integrated Marketing Communications, or IMC, has emerged as an unsurpassed practice concept, due to both rejection of traditional mass strategies to personalized consumer oriented and technological focused strategies. Integrated Marketing Communications promises that will combine all marketing activities, in order for the customer to have a clear message, a clear position regarding the specific product. Nevertheless, for an IMC campaign to be successfully implemented, an organization should be customer - oriented instead of product – oriented.
 

From the early 1990s, researches have been conducted, regarding the definitional issues and implementation of IMC, which even today is still not acceptable by all sides. The most often sided definition is that of the American Association of Advertising Agencies (4As) formulated in 1989 and has as follows:
 

‘A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines general advertising, direct response, sales promotion, and public relations and combines these disciplines to provide clarity, consistency, and maximum communication impact.’#p#分页标题#e#

By this, IMC is perceived as a method of combining communications messages in order to present an integrated message among consumers. It is however best described by the mantra ‘one spirit, one voice and one look’. (John Egan, 2007)
 

As a consequence of several inadequacies, which have been revealed from the above stated definition, such as consumer orientation and interactivity, IMC definition has been redefined over and over again. Schultz and Schultz, in 1998, put forward a new revised definition of Integrated Marketing Communications which has as follows:
 

‘IMC is a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.’
 

After taking into consideration the above two and several more definitions, which were previously stated by other researchers such as Nowak and Phelps as well as Tom Duncan, Dr. Jerry Kliatchko came up with a more accurate definition. He considers that his definition ‘embraces the essence and inherent distinctive elements of the IMC concept’. His definition has as follows: (Business Source Complete, 2005)
 

 ‘IMC is the concept and process of strategically managing audience - focused,Channel - centred and results-driven brand communication programmes over time.’

Eventually, IMC could be described as the intentional harmonization of all marketing messages and the assignment of all methods of communicating to customers, whether they are consumers or other audience. Essentially, IMC is about constructing a unified customer focus on the inside and a single brand message to markets within scope.
 

In other words, Integrated Marketing Communications is a communication process of combining promotional tools, in order to support one single message, towards internal and external consumers.
 

However, whatever the definition is, there is little or even no doubt, that the values and benefits of IMC, where recognised by several practitioners; some of them are: Duncan & Everett 1993, Schultz &Kitchen 1997, Kitchen & Schultz 1999, Anantachart 2001, Kliatchko 2002 and Spickett-Jones 2003. (John Egan, 2007)
 

As mentioned earlier, although not all marketers accept IMC as a completely new idea, since agencies have attempted on earlier instances to present the 'one stop' solution, nevertheless it could be argued that IMC does contribute successively; since it is a strategic business process which is led by marketers the benefits arrived are numerous. Technology drive and creativity are its major components and as such it is debatably a pioneering idea.
 

To illustrate, there is more competitive advantage. Integrated Marketing Communications, by the harmonization of messages, that are been send in the direction of possible buyers can increase the effectiveness of communications. Through clear positioning and consolidation of their image, a company can affect buyers to undergo the purchase process. Therefore, a company can create a dialogue with its customers, which will form a communication relationship. (Yasmin T. 1998)#p#分页标题#e#
 

In recent times, the major concern of brand owners is client building relationships through constructive dialogue and effective communication. In contrary to previous times, the market view is now much more complicated in terms of the existence of numerous markets consisting of different stakeholders such as customers and employees as well.
 

It is however, more relevant to think in terms of multiple markets, made up of a number of audiences or stakeholders: customers or intermediaries, consumers, suppliers, shareholders, employees, and legislators. Tête-à-tête, personal marketing communications, not so far back in the past appeared a marketer's utopia, are today an actuality, facilitated through advancements in technology. (Business Source Complete, 2009)
 

A prospect for brands to deviate from the era of high demand and quick sales, 50s and 60s, to a new era of consumer focused brands, tailored to the individual needs of consumers by taking advantage of the e-marketing mix, specifically participation of the customers in terms of the services offered and the final product produced.
 

Besides, as to Hackley and Kitchen said: “creative powerful promotional campaigns may be conceived as something which can slice through the cognitive debris of other half-rememberd campaigns, memories of product trials and popular myths to create new or more persuasive sense of meaning for consumers” (John Egan, 2007, pg:346)
 

In addition, by having a ‘Relationship Marketing’, means that an organization is moving on to build loyalty among its customers; which is a great benefit. Therefore, it can be protected, from predictable attacks of the various competitors, which are nowadays sending multiple messages in order to attract customers. (Tony Yeshin, 1998)
 

It is obvious, that the remarkable changes in the media world over the last two decades have made a significant impact upon consumer behavior. If not by choice, then often by chance, the consumer is attacked by commercial communication.
 

As a result of the accelerating fragmentation amongst media, advertising approaches are changing. An increasing level of ad avoidance exists, therefore Integrated Marketing Communications, have to spread further, covering a massive amount of channels and must make certain that every message delivered, is unified and crystal clear, in order to enhance profit and gain exposure. (Leslie Butterfiel, 1999, pg.209)
 

Agency fees are reduced by using a single agency for all communications and even if there are several agencies, time is saved when meetings bring all the agencies together - for briefings, creative sessions, tactical or strategic planning. This reduces workload and subsequent stress levels - one of the many benefits of IMC. (Business Source Complete, 20 .The implementation of integrated marketing communications is fundamental in market place nowadays. As consumers, we are attacked with myriads of messages from thousands of different products each day. We usually, avoid these messages that don’t fulfill any particular need or interest. Conversely, as marketers, we need to make sure that we are doing everything that can be possible done to reach these consumers, at a time when they are paying attention in our significance suggestion. Therefore, the communicated message has to be where the consumers are looking continually.#p#分页标题#e#
 

The average consumer receives different info for a specific product through variable sources (advertising, promotions etc). However this info comes from indistinguishable sources where consequently, consumer who is not able to recognize if a specific message derived from sales promotion department or from public relations department, consider this as one; with no difference. So, here comes the IMC; to unify messages in order for consumer not to be confused by variable messages.
 

Nonetheless, the most practical way to describe incorporated marketing communications is probably by demonstrating some examples where IMC was implemented.
 

A very obvious example for a successful Integrated Marketing Communication right implementation that focuses on the consumers is the Apple brand. Since the beginning of the beginning of the set up the company, this brand has always offer products on consumer’s best interests. Throughout the years the spotlight of the innovation has been around the products, but behind the scene, all of the marketing communication tools are involved in creating the success. The company’s IMC programs are used to listen and understand their consumer’s wants. And by understanding the consumer’s behaviour towards the products, the brand is able to create product features that have not even thought of, but would prefer to have. That is why all the launch of new apple products are always looked forward to.
 

Another example is the Nokia brand. This brand has been using its IMC tools as a whole to listen to all their customers’ different wants and needs of cellular phone features. That is why Nokia has always try to create new products that could cater the different preferences of mobile phone users globally. Nokia has wide consumer target and segment that could include business people; music lovers, game lovers, technology worshipers, even teenagers, and all NOKIA mobile phone are user friendly because the brand focuses on their consumers.