David Pickton and Amanda Broderick Integrated Marketing Communications, 2e takes into account all aspects and elements of marketing communications. Based on the success of the first edition, David Pickton and Amanda Broderick have restructured this edition to make the three marketing communications models more explicit. This lively text takes a European approach and provides comprehensive coverage of the marketing communications mix elements. Ideal for those studying general marketing communications, the book also appeals to students taking advertising, public relations, sales promotions, or direct marketing courses.
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A company may produce high quality products or offer superior services at an attractive prices, however if an efficient marketing strategy is not in place, potential customers would not know about these products and services, therefore the business loses potential revenues. According to Egan marketing communication objectives can be classified into three broad categories: Knowledge-based objectives.
This form of marketing communication objectives aim to stimulate awareness and interest, as well as obtain attention. Feeling-based objectives. These categories of marketing objectives aim at creating positive associations and values with a brand and contribute to the development of the brand identity. Action-based objectives mainly concentrate on the volume of sales through building and maintaining strong customer relationships.
Various factors will determine the combination of marketing communications strategies implemented and will also depend on other factors ranging from the type of industry to the actual target market. Ignoring these factors and simply executing strategies on a whim without careful analysis can lead to an unsuccessful launch or flood of problems on the international industry. It is not enough for a business to apply the same communication strategies applied in its local market without careful examination of what would work in an international market.
Evidently a system which might work for the local market might not necessarily be applicable to the international market. Therefore a clearer understanding of what combination of strategies are applicable to a particular market is essential. Marketing communication is defined by Kotler and Keller , p. Picton and Broderick , p. The importance of an efficient marketing communication is further stressed by Brassington and Pettitt , p. Fill , p.
However, anyone who is communicating with existing or potential customers to promote or sell products or services can be called a marketing communicator. An alternative definition of Integrated Marketing Communication if offered by Percy , p. The significance of integrated marketing communication is greater nowadays than before due to the forces of globalisation in trade and business.
If an efficient integrated marketing communication is in place it is possible to raise an interest for a product in a distant country and expanding to the marketplace of that country with relative ease than it was possible few years ago. However, in such occasions marketing communication strategy needs to take into account a range of factors especially local cultural differences Marketing communications campaign planning framework, as suggested by Lancaster et al , p.
Defining the product strategy 2. Specifying marketing communication objectives. These objectives should be specific, measurable, short term and include targets. Choosing marketing communication tactics. Campaign implementation 5. Campaign evaluation and control The following four basic components of the communication process are specified by Lancaster et al , p. The communicator the encoder. In our case the communicator would be main supermarkets operating in UK.
The message the symbols. The message sent by UK supermarkets may concern specific offers, as well as the brand promotion in general. The channel method of communication. It concerns the marketing tools supermarkets choose to use in order to promote their products and brands. The audience the decoder. UK population who can be considered potential clients to supermarkets are considered to be the audience or decoder.
Lake proposes six following steps of developing an effective media plan: Defining the objectives for media plan. Defining goals in achieving the media plan objectives. Determining target audiences. Developing a schedule for public relations campaign. Developing a plan of attack.
Putting measures in place to track the results. Harlow: Pearson Education Limited. Bookmark the permalink.
Unlike many marketing communications texts Integrated Marketing Communications, as its title suggests, takes an explicitly integrated approach to the subject. Whilst a number of the chapters have been contributed by experts in their field, David Pickton and Amanda Broderick have created a comprehensive and cohesive textbook. The result is a textbook with excellent pedagogy and a unified style and approach. The lively text design, European approach, use of colour and comprehensive coverage of the marketing communications mix elements make it ideal for all students and lecturers in this popular and growing area. The book is suitable for use on general marketing communications modules and in more specialist areas such as advertising, public relations, sales promotions and direct marketing. He has been visiting lecturer and external examiner at over 20 universities in the UK and internationally.
Integrated marketing communications
Pickton and Broderick, This essay evaluates four benefits and difficulties of utilizing IMC Pickton and Broderick on the other hand report that the encountered turf battles and corporations egos are the major obstacles to the implementation and integration of the IMC elements. Fill acknowledged the four potential groups of barriers to the implementation and success of IMC. Integrated Marketing Communications is an exciting European based text covering all elements of marketing communications. Unlike many marketing communications texts Integrated Marketing Communications, as its title suggests, takes an explicitly integrated approach to the subject.