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
Date Written: December 1, 2017
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: Suggested Citation