Integrated Marketing Communications

Camilleri, M. A. (2018). Integrated Marketing Communications. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 5 pp. 85-103). Cham, Switzerland: Springer Nature.

23 Pages Posted: 17 Dec 2018

See all articles by Mark Anthony Camilleri

Mark Anthony Camilleri

University of Malta; University of Edinburgh

Date Written: December 1, 2017

Abstract

Promotion is one of the four major elements of the marketing mix. Therefore, an integrated marketing communications (IMC) strategy consisting of a combination of promotional tools could be an essential element of the businesses’ overall marketing strategy. Different promotional tools could foster an increased awareness of a company’s products or services, inform people about features and benefits, and move them to make a purchase. In this light, this chapter examines these promotional tools, individually. It suggests that effective IMC plans promote the companies’ products and services, by sending clear, consistent and complementary messages that are ultimately intended to turn prospects into customers. In conclusion, it posits that the marketing managers must consider the 6Ms (including the market, the mission, the message, the media, money and measurement) when they are preparing an IMC plan.

Keywords: promotion, marketing communications, integrated marketing communications, public relations, digital media, interactive marketing, advertising, personal selling, direct marketing

JEL Classification: M00, M1, M3, M31, M37, Z3, Z30, Z32

Suggested Citation

Camilleri, Mark, Integrated Marketing Communications (December 1, 2017). Camilleri, M. A. (2018). Integrated Marketing Communications. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 5 pp. 85-103). Cham, Switzerland: Springer Nature.. Available at SSRN: https://ssrn.com/abstract=3289471

Mark Camilleri (Contact Author)

University of Malta ( email )

Department of Corporate Communication,
Faculty of Media and Knowledge Sciences
Msida, MSD2080
Malta
79314808 (Phone)

HOME PAGE: http://https://www.um.edu.mt/profile/markacamilleri

University of Edinburgh

27 Buccheluech Place,
The Business School
Edinburgh, Scotland EH8 9JS
United Kingdom

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