A Critical Discussion of the Concept of Integrated Marketing Essay

A Critical Discussion of the Concept of Integrated market Communications from an Advertising Strategy and Planning Perspective - Essay ExampleA significant debate over recent years has been the significance of ensuring the integration of these tools of marketing communications (Yeshin, 2006). Introduction The desire to implement effective marketing communications and advertising strategies since the inception of corporate world prompted the integration of vary aspects deemed by managers to ensure guests satisfaction (Luck & Moffatt, 2009). The aim of this action was to capture large pool of clientele globally as well as corporations have high clients retention rate essential in ensuring higher market share than other key players in the same field (Luck & Moffatt, 2009). However, this concept, which is Integrated merchandise Communications (IMC) has received both welcoming and dissuading arguments from varied scholars whereby the latter category deem IMC is a management fad (Corne lissen & Lock, 2000, p. 9). Hence, according to the dissuading category, IMC is not a peeled devised effective tool but a fashion of what used to be prior to the inception of utilizing it. Conversely, some scholars have argued pro about the idea of IMC conjugated with availing adequate proven examples, which support the argument that have persisted up to date. Therefore, this study seeks to provide a critical discussion of Yeshins (2006) statement on the message of IMC relating to both advertising strategy and homework in UK. ... Evolution in this case encompasses integrating of technology with other marketing aspects especially in communicating, planning and execution, whereby according to IMCs devotees or proponents this is not a management fad (Cornelissen & Lock, 2000, p. 9). This is because advertising cannot exist solely by its own but entails other varied and essential aspects meant to aid it in attaining the required corporate reputation in the market. Therefore, integra tion of the current communications knowhow usually supplements advertising aspect, which to date has experienced flying period. Similarly, Cornelissen and Locks approach or argument aligns well with Luck and Moffatt (2009, p. 313) study where they expound more about significant evidence of transition in terms of marketing strategies. Based on their study, communications usually implies diverse marketing methods, which current policymakers ought to embrace in order to improve both participants fundamental interaction and relationships contrary to the 20Th centurys advertising approaches (Luck & Moffatt, 2009). Hence, posing the aspect of evolution whereby in the past, marketers solely focused on distribution channels as well commodities exchange, which is contrary to the current period whereby market mix has taken over as key marketing strategy. This aligns with the relayed statement whose implication cites integration of varied methods or communications together with advertising as pect aimed at heightening corporations reputation despite numerous counterarguments against it. Other arguments in estimation of IMC aspect characterizing the current corporate world encompass establishing of communication programmes contrary to the earlier four key mass media forms