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What is Integrated Marketing Communication

Chapter 3
Strategic Marketing for Social Enterprises in Developing Nations
Integrated Marketing Communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.
Published in Chapter:
Social Enterprise Marketing Communication
Nonkululeko Bhengu (University of KwaZulu-Natal, South Africa) and Nigel Chiweshe (University of KwaZulu-Natal, South Africa)
Copyright: © 2019 |Pages: 22
DOI: 10.4018/978-1-5225-7859-8.ch003
Abstract
The purpose of this chapter is to examine marketing communication tools used by Pietermaritzburg social enterprises to reach their stakeholders. In discussing the marketing activities used by social enterprises it focuses on the use of marketing communication tools of social enterprises in terms of attracting potential stakeholders. For many social enterprises, the use of marketing may be limited to the products and services they offer, the way they approach fundraising and public relations, and how they develop the way they communicate to raise awareness of and change attitudes to various problems. Social enterprises do not have a larger view of using marketing to influence behaviors that benefit individuals and communities.
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Chapter 141
How to Achieve and Measure Success in Social Media Marketing
An attempt to coordinate and control various elements of the promotional mix -advertising, personal selling, public relations, publicity, direct marketing, and sales promotion- to produce a unified customer focused message and, therefore, to achieve various organizational objectives.
Published in Chapter: How to Achieve and Measure Success in Social Media Marketing; From: Encyclopedia of E-Commerce Development, Implementation, and Management
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Chapter 4
How Brands Communicate Sustainability Messages in Emerging Markets: A Content Analysis Based on Corporate Websites and Social Media
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Chapter 18
New Communication Techniques and Online Image Management via Narrative Advertising
It is the management of communication activities such as advertising, public relations and sales development in harmony with each other.
Published in Chapter: New Communication Techniques and Online Image Management via Narrative Advertising; From: Handbook of Research on Narrative Advertising
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Chapter 20
Using Integrated Corporate Responsibility to Enhance Consumers' Perceptions: An Overview of the Banking Sector
The strategy of communicating simultaneously to different targets with different schemes in order to create a synergy among communication channels so that the effect resulting from their integration will be more powerful than any single undertaken communication action.
Published in Chapter: Using Integrated Corporate Responsibility to Enhance Consumers' Perceptions: An Overview of the Banking Sector; From: Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences
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Chapter 1
Integrated Marketing Communication and the Ethics of Advertising
A planned process, which involves a coordination of all marketing communication tools and resources into a well-articulated program, especially designed to maximize the impact on consumers, modelling their behaviour and influencing their buying decision, all at a minimal cost.
Published in Chapter: Integrated Marketing Communication and the Ethics of Advertising; From: The Role of Language and Symbols in Promotional Strategies and Marketing Schemes
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Chapter 16
Communication Tools in the Customer's Journey: Application to the Tourism Sector
A strategy to create a unified and seamless experience for consumers to interact with the brand/enterprise.
Published in Chapter: Communication Tools in the Customer's Journey: Application to the Tourism Sector; From: Exploring the Power of Electronic Word-of-Mouth in the Services Industry
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Chapter 4
Comparative Analysis of Marketing Communication Tools Adopted by Telecommunication Service Firms: Bharti Airtel and Idea Cellular with Special Reference to Eastern Rajasthan, India
An approach to achieve the objectives of a marketing campaign through a well-coordinated use of different promotional tools like advertising, sales-promotion, personal selling, public relations, etc. to inform, persuade and remind consumers about the organization’s products and services.
Published in Chapter: Comparative Analysis of Marketing Communication Tools Adopted by Telecommunication Service Firms: Bharti Airtel and Idea Cellular with Special Reference to Eastern Rajasthan, India; From: Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector
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Chapter 19
Meanings and Implications of Corporate Social Responsibility and Branding in Grocer Retailers: A Comparative Study over Italy and the UK
The strategy of communicating simultaneously to different targets with different schemes in order to create a synergy among communication channels so that the effect resulting from their integration will be more powerful than any single undertaken communication action.
Published in Chapter: Meanings and Implications of Corporate Social Responsibility and Branding in Grocer Retailers: A Comparative Study over Italy and the UK; From: Handbook of Research on Retailer-Consumer Relationship Development
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