Integrated Marketing Communications and Market Planning

Saravudh Anantachart

33 citations0/0 files storedJournal of Promotion Management

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Marketing and Advertising Strategies Digital Marketing and Social Media Literature, Culture, and Aesthetics

Abstract

This article links the integrated marketing communications (IMC) concept to the planning process in marketing. Following the current conceptualizations as a combination of various marketing communications tools, IMC strategy is applied to an established strategic market planning model named the Boston Consulting Group (BCG)'s growth-share matrix. Advertising, public relations, sales promotion, and direct marketing are defined as crucial elements for the core scheme. Alternative strategies for brands in different stages are identified from the product portfolio analysis. The view may also be thought of as the ongoing process of building and maintaining brand equity for consumers in the long-term period. Conceptual discussions are expected to help marketers think more strategically as they plan IMC programs for their products or services.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2025Advances in Consumer Research 1995Building Strong Brands 1991Managing brand equity : capitalizing on the value of a brand name.1992Managing Brand Equity: Capitalizing on the Value of a Brand Name 1986Strategic Brand Concept-Image Management 1996‘Building Strong Brands’1997Advertising And Promotion: Integrated Marketing Communications Perspective

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