UNDERSTANDING THE CONCEPT, EVOLUTION AND FUTURE SCOPE OF INTEGRATED MARKETING COMMUNICATIONS (IMC)

Authors

  • Dr. Debasis Das Associate Professor, Management & Social Science, Haldia Institute of Technology Author

DOI:

https://doi.org/10.61841/kxcwg377

Keywords:

Evolution of IMC, Future of IMC, Integrated Marketing Communication (IMC)

Abstract

 The importance of brand communication in today's world cannot be overstated, as it has become a must for business sustainability. With the passing years , marketing communication has grown continuously, and the sky is still the goal. The necessity for Integrated Marketing Communications (IMC) grew as a result of the desire to fine-tune a central message across many communication platforms such as advertising, sales promotion, the Internet and interactive media, media affairs, and direct selling. The purpose of this study is to conduct a literature review and to have a better understanding of the concept, development, and future potential of Integrated Marketing Communications. Integrated Marketing Communications can be more specific, tailored, and digitized with the use of technology-based gear and software. It can quickly contact target audiences and transmit a central message that is tailored to each and every one of them. Practiced marketers and agencies are increasingly successfully integrating stand-alone traditional communication. Recent technological advances have made it easier to integrate communication across tools and platforms, allowing for easier performance tracking, ready-to-click statistics, and cheap customer conversion costs. The integration of Marketing Communication (MarCom) and its effects are examined here with the goal of creating a roadmap for future Integrated Marketing Communications. 

Downloads

Download data is not yet available.

References

[1] American Marketing Association, n.d. Dictionary. [Available at https://www.ama.org/resources/

Pages/Dictionary.aspx?dLetter=I]

[2] Anon., n.d. Zenith - The ROI agency. [Available at https://www.zenithmedia.com]

[3] Belch, G. E. & Belch, M. A. (2003). Advertising and promotion: An integrated Marketing communications

perspective. New York: The McGraw-Hill Companies.Brain

[4] Carter.(2014). Why Every Business Should Spend at Least $1 per Day on Facebook Ads. [Available at

https://moz.com/blog/1-dollar-per-day-on-facebook-ads]

[5] Bulger, D. W.(1999). The Evolution of Relationship Marketing: Reaching Audience of one, Direct Marketing.

[6] Cecilia Campbell. (2017). WORLD PRESS TRENDS 2017, World Association of Newspapers and News

Publishers.Integrated Marketing Communication Then and Today - A Challenge or An Opportunity?

[7] CISCO. (2017). Cisco Visual Networking Index: Forecast and Methodology, 2016-2021, Cisco Systems.

[8] CNBC. (2017). Marketing-Media-Money. [Available at https://www.cnbc.com/2017/12/04/ global-advertising-spend-

2020-online-and-offline-ad-spend-to-be-equal.html]

[9] Cornelissen, J. P. & Lock, A. R.(2000). Theoretical Concept or Management Fashion? Examining the Significance

of IMC, Journal of Advertising Research, pp: 7-15.

[10] eMarketer (2017). Worldwide Internet and Mobile Users: eMarketer’s Updated Estimates and Forecast for 2017-2021,

eMarketer.

[11] IEEE GlobalSpec Media Solutions.(2017). Trends in Industrial Marketing:How Manufacturers are Marketing Today,

IEEE GlobalSpec Media Solutions.

[12] Kitchen, P.(2017). Integrated marketing communications. Evolution, current status, future developments, European

Journal of Marketing, pp: 01-10.

[13] Kliatchko, J.(2005). Towards a new denition of Integrated Marketing Communications (IMC), International

Journal of Advertising, pp: 7-34.

[14] Percy, L. (2008). Strategic Integrated Marketing Communication, Butterworth-Heinemann publications.

[15] Porcu, L., Barrio-García, S. d. & Kitchen, P. J.(2012). How Integrated Marketing Communications (IMC) works? A

theoretical review and an analysis of its main drivers and effects, Comunicación y Sociedad, pp: 313-348.

[16] Rani Molla.(2018). internet time spent tv zenith data media. [Available at:

https://www.recode.net/2018/6/8/17441288/internet-time-spent-tv-zenith-data-media]

[17] Salman Aslam.(2018). Digital Marketing Statistics - 2018. [Available at https://www.omnicoreagency. com/digitalmarketing-statistics-2018/]

[18] Schultz, D.(2016). The Future of Advertising or Whatever We’re Going to Call It, Journal of Advertising, pp: 276-

285.Schultz, D. E., n.d. www.youtube.com. [Available at: https://www.youtube.com/watch?v=o4v HU2nS-gg]

[19] Schultz, D. E., Tannenbaum, S. I. & Lauterborn, R. F.(1993). Integrated Marketing Communications : Putting It

Together & Making It Work. Chicago: NTC Business Books.

[20] Spotts, H., Lambert, D. & Joyce, M.(1998). Marketing Deja Vu: The Discovery of Integrated Marketing Communication,

Journal of Marketing Education.United States Census Bureau, 2018. Popclock. [Available at:

www.census.gov/popclock]

Downloads

Published

28.02.2021

How to Cite

Das, D. (2021). UNDERSTANDING THE CONCEPT, EVOLUTION AND FUTURE SCOPE OF INTEGRATED MARKETING COMMUNICATIONS (IMC). International Journal of Psychosocial Rehabilitation, 25(1), 634-640. https://doi.org/10.61841/kxcwg377