Integration of marketing communications has been a hot topic for the Essay - 1

Integration of market communication theory has been a hot topic for the past 25 years - Essay Examplentrast to views of IMC as zilch other than an inconsequential fad whose popularity is predicated on media hype rather than on its realised, or potential, contribution to marketing communications. Focusing on this debate, this research will begin by defining IMC, following from which it will critically analyse both sides of the issue, ultimately arguing for the long-term value and importance of IMC.Integrated communications atomic number 18 the likes of a band. The different communications instruments - advertising, universe relations, database marketing, media specialists, sponsorship, interactive, event marketing and the rest - atomic number 18 like different musical instruments piano, trumpet, trombone, violin, clarinet, percussion and the rest (Fletcher, 1998, p. 22).Other terms that have been used to describe IMC are one-stop shopping, orchestration, seamless communication, whole egg, and the unseasoned advertising (Duncan & Everett, 1993, p. 30). These terms signify the integration of specialized communications functions that antecedently have operated with various degrees of autonomy. Duncan and Everett argue that the basic concept of IMC is synergy, in which the individual efforts are mutually reinforcing with the resulting put in being greater than if each functional area had selected its own targets, chosen its own message strategy, and rate its own media schedule and timing (Duncan & Everett, 1993). Proceeding from the stated, Duncan and Everett (1993) define IMC as the strategic coordination of all messages and media used by an organisation to influence its perceived brand value (p. 35). In comparison, Schultz, Tannenbaum, and Lauterborn (1993) define IMC as a new way of looking at the whole, where once we only saw parts such as advertising, public relations, sales promotion, purchasing, employee communications, and so forth. Its realigning c ommunications to look at it the way the customer sees it - as a incline of information from