Integrated Marketing Communication
Orasmäe, Avery (2017)
Metropolia Ammattikorkeakoulu
2017
Creative Commons Attribution 3.0 Unported
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805046534
https://urn.fi/URN:NBN:fi:amk-201805046534
Tiivistelmä
After the introduction of Integrated Marketing Communication (IMC), it has developed into one of the most influential managerial structures and its importance has grown around the world. The aim of this research is to find out how marketing communication instruments and medias should be integrated to achieve best value trough synergy? This topic has high importance because when implementing IMC correctly into company’s business strat- egy, companies will have consistent brand image, distinctive messages, greater marketing precision and high-calibre consistent service.
One of the main objective of this research is to create a definition for Integrated Marketing Communication, due to scholars not being able to agree on just one definition and have adapted the concept of IMC to fit their own market situation. Second objective is to give an overview of the most important marketing communication instruments and medias. Third objective is to show the most important steps of IMC process and last objective is to implement IMC strategy to the company Intel, in order to find a solution to the main problems Intel is facing at the moment.
The research method chosen is exploratory and based only on secondary research as relevant books, journals and Internet articles, which are used to find an anwser to the research question raised in this thesis. Exploratory research is suitable methodology for this type of research as it aims to understand and give insight of the main problems and solutions.
Results of this research show that marketing communication instruments and media should be integrated to achieve best value through synergy by developing and carefully following an IMC process, which is based on 4 steps. These steps are: developing a stra- tegic plan based on company’s internal analysis; figuring out company’s target audience; developing a communication message based on communication objectives and brand po- sitioning; matching the knowledge gathered from previous steps to communication instru- ments and media channels.
One of the main objective of this research is to create a definition for Integrated Marketing Communication, due to scholars not being able to agree on just one definition and have adapted the concept of IMC to fit their own market situation. Second objective is to give an overview of the most important marketing communication instruments and medias. Third objective is to show the most important steps of IMC process and last objective is to implement IMC strategy to the company Intel, in order to find a solution to the main problems Intel is facing at the moment.
The research method chosen is exploratory and based only on secondary research as relevant books, journals and Internet articles, which are used to find an anwser to the research question raised in this thesis. Exploratory research is suitable methodology for this type of research as it aims to understand and give insight of the main problems and solutions.
Results of this research show that marketing communication instruments and media should be integrated to achieve best value through synergy by developing and carefully following an IMC process, which is based on 4 steps. These steps are: developing a stra- tegic plan based on company’s internal analysis; figuring out company’s target audience; developing a communication message based on communication objectives and brand po- sitioning; matching the knowledge gathered from previous steps to communication instru- ments and media channels.