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Integrated marketing communications (IMC) is the use of marketing strategies to optimize the communication of a consistent message of the company's brands to stakeholders. [59] Coupling methods together improves communication as it harnesses the benefits of each channel, which when combined, builds a clearer and vaster impact than if used ...
Often referred to as the "father of integrated marketing", [8] Schultz was the author or co-author of 28 books and 150 trade/academic articles on marketing. [9] His books include: Integrated Marketing Communications (1993); Communicating Globally (2000) and IMC: The Next Generation (2003).
Communication theorist Robert Craig sees the difference in the fact that models primarily represent communication while theories additionally explain it. [12] According to Frank Dance, there is no one fully comprehensive model of communication since each one highlights only certain aspects and distorts others.
The communication skills required for successful communication are different for source and receiver. For the source, this includes the ability to express oneself or to encode the message in an accessible way. [8] Communication starts with a specific purpose and encoding skills are necessary to express this purpose in the form of a message.
With advancements in digital communications channels, marketing communications allow for the possibility of two-way communications where an immediate consumer response can be elicited. [8] Digital communications tools include: websites, blogs, social media, email, [9] mobile, and search engines as a few examples. It is important for an ...
As communication theory studies the technical process of information and the process of human communication, postmodern communications are the newly created tools and marketplaces that allow these communications to happen. [3] Most thinking around the postmodern communication and marketing model is driven from an early 1990s scholastic journal ...
There are two theories based on 4 Cs: Lauterborn [who?] 's 4 Cs (consumer, cost, convenience, and communication), and Shimizu [who?] 's 4 Cs (commodity, cost, channel, and communication). The correct arrangement of marketing mix by enterprise marketing managers plays an important role in the success of a company's marketing: [7]
Problematic Integration is a type of message-processing communication theory that relates to theories of decision making and persuasion. Problematic Integration Theory (PI) proposes that: (1) people orient themselves to the world by forming both probabilistic and evaluative orientations; (2) that probability and evaluation are not independent from one another; (3) that probability and ...