Designing an integrated marketing communication process
Designing an integrated marketing communication process

Summary/Abstract: In order to be successful on the market, besides having a good and available product with acceptable price, a company must establish communication with its clients in order to promote this product. The communication is achieved through the promotion, that is, through promotional or communication mix. As a result of the increased communication needs between the company and its environment, the concept of integrated marketing communications has been developed recently. Accepting this concept in the business world results in choosing a strategy for complete marketing integration directed towards identifying how the company and its products can best help the consumers in satisfying their needs. This concept also includes establishing feed back communication from the customers to the company with the purpose of assessing the reactions, attitudes and effects from the promotional activities. Successful and effective communication between the company and the clients can be achieved by possessing expertise and knowledge on how to properly use the elements that comprise the communication process and their phases. When designing the integrated marketing communication process one must take into consideration the significance and the role of each element and each phase in the process. These roles are different for each given case and scenario, therefore the need of choosing and emphasizing the right element and the right phase which will lead to accomplishing the communication’s aim in the most optimal way.

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