Value of the guiding principles for Integrated Marketing Communication.docVIP

 PAGE \* MERGEFORMAT 34 Value of the guiding principles for Integrated Marketing Communication Chapter 2 of the best practices benchmarking studies have shown that most companies usually evolve through four stages to complete the fully integrated marketing communications plans. This process of organizational and marketing communications manager, who put forward new demands. This chapter to lay the foundation for the integration process, by identifying and describing the company must first have the basic elements which can be coordinated across the functions of the traditional elements of marketing communications at an early stage. Before the start, let us recognize that we are to where to go. The previous chapter we define IMC as’ a strategic management process, for long-term planning, development, implementation and used to assess those coordinated, measurable, persuasive brand communication plan is aimed at consumers, customers, potential customers and other relevant target groups inside and outside the audience ‘. This definition has the following four elements: 1. It is the marketing communication strategy from the traditional role of the activity has improved significantly as a strategic management tool, thus being able to invest in companies with limited resources, while able to calculate the returns. In short, IMC marketing at a strategic level from rising to levels of business strategy. 2. This definition expands the scope of marketing communications. The new IMC covers the entire organization, without being limited to communications professionals to develop an external communications-oriented target customers, consumers and potential customers. IMC across from the brand, customers, products to service the entire range, including the company and all stakeholders at all levels of contact. 3. In accordance with the definition of the text, IMC require continuous measurement and evaluation. IMC in charge of the return on investment and proved to be an