Integrated marketing communication: an insight into its evolution

Integrated marketing communication (IMC) relates to the promotional component of the marketing mix comprising product, price, place and promotion. The ability of IMC in affecting the sales of products underscores its important role in bringing together marketers and buyers at the marketplace. Its el...

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Main Authors:	Mokhtar, Aida, Ilyass, Souhaila
Format:	Conference or Workshop Item
Language:	English
Published:	2018
Subjects:	P87 Communication. Mass media
Online Access:	http://irep.iium.edu.my/72800/ http://irep.iium.edu.my/72800/13/72800_INTEGRATED%20MARKETING%20COMMUNICATION_complete.pdf

id	iium-72800
recordtype	eprints
spelling	iium-728002019-06-30T07:48:16Z http://irep.iium.edu.my/72800/ Integrated marketing communication: an insight into its evolution Mokhtar, Aida Ilyass, Souhaila P87 Communication. Mass media Integrated marketing communication (IMC) relates to the promotional component of the marketing mix comprising product, price, place and promotion. The ability of IMC in affecting the sales of products underscores its important role in bringing together marketers and buyers at the marketplace. Its elusiveness is ostensible yet intriguing as the literature reveals that IMC is relatively a new area of study, there is no agreement on what it is and what benefits it offers, there is the lack of clarity in its definition, limitations in its application, and the apparent dearth of a theoretical foundation. Nevertheless, IMC could be effective with the right amalgamation of marketing communication tools that embraces the strengths of advertising, public relations, direct marketing and promotions and other tools in a complementary manner to achieve goals that could include purchase. There is also the perceptible common thread of integration that runs through the various semantics of IMC found in the literature. The study used a meta-ethnographic synthesis approach in its qualitative research design when reviewing previous literature on IMC. The paper would be of profound interest to academicians and practitioners who yearn for an examination on IMC definitions and theories. 2018-10-24 Conference or Workshop Item PeerReviewed application/pdf en http://irep.iium.edu.my/72800/13/72800_INTEGRATED%20MARKETING%20COMMUNICATION_complete.pdf Mokhtar, Aida and Ilyass, Souhaila (2018) Integrated marketing communication: an insight into its evolution. In: ICA Regional Conference 2018:“Media Transformation: Shifting Paradigms & Global Challenges”, 24th-25th Oct. 2018, Shah Alam, Selangor. (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	P87 Communication. Mass media
spellingShingle	P87 Communication. Mass media Mokhtar, Aida Ilyass, Souhaila Integrated marketing communication: an insight into its evolution
description	Integrated marketing communication (IMC) relates to the promotional component of the marketing mix comprising product, price, place and promotion. The ability of IMC in affecting the sales of products underscores its important role in bringing together marketers and buyers at the marketplace. Its elusiveness is ostensible yet intriguing as the literature reveals that IMC is relatively a new area of study, there is no agreement on what it is and what benefits it offers, there is the lack of clarity in its definition, limitations in its application, and the apparent dearth of a theoretical foundation. Nevertheless, IMC could be effective with the right amalgamation of marketing communication tools that embraces the strengths of advertising, public relations, direct marketing and promotions and other tools in a complementary manner to achieve goals that could include purchase. There is also the perceptible common thread of integration that runs through the various semantics of IMC found in the literature. The study used a meta-ethnographic synthesis approach in its qualitative research design when reviewing previous literature on IMC. The paper would be of profound interest to academicians and practitioners who yearn for an examination on IMC definitions and theories.
format	Conference or Workshop Item
author	Mokhtar, Aida Ilyass, Souhaila
author_facet	Mokhtar, Aida Ilyass, Souhaila
author_sort	Mokhtar, Aida
title	Integrated marketing communication: an insight into its evolution
title_short	Integrated marketing communication: an insight into its evolution
title_full	Integrated marketing communication: an insight into its evolution
title_fullStr	Integrated marketing communication: an insight into its evolution
title_full_unstemmed	Integrated marketing communication: an insight into its evolution
title_sort	integrated marketing communication: an insight into its evolution
publishDate	2018
url	http://irep.iium.edu.my/72800/ http://irep.iium.edu.my/72800/13/72800_INTEGRATED%20MARKETING%20COMMUNICATION_complete.pdf
first_indexed	2023-09-18T21:43:12Z
last_indexed	2023-09-18T21:43:12Z
_version_	1777413277261758464

Integrated marketing communication: an insight into its evolution

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