Integrated Marketing Communications

Paper Summary:

The author of the paper contends that the rapid maturation and growth of integrated marketing communications (IMC) strategies is serving as the catalyst of greater integration across advertising, public relations, marketing, selling and service communications strategies. In the paper, the author evaluates the benefits and barriers of IMC campaigns within Nike and specifically the NikeID campaign. In addition, the writer discusses the issues of mass customization as they relate to the value chain Nike must rely on for the successful fulfillment of orders for tailored and customized shoes and accessories for customers. The author also looks at how IMC has become an integral part of the strategic plans of many organizations from a demand development and fulfillment perspective.
The paper contains two tables.

Outline:
Executive Summary
Assessing the Benefits of IMC Strategies
Dependence
Barriers to IMC Strategies
Summary
References

From the Paper:

"Just as broad integration and the ability to synchronize all marketing strategies within a given company is a major strength of a successfully implemented IMC strategy, the converse of this is often the case due to organizations' cultures lacking the commitment to change. Paradoxically the companies in the most need of attracting and retaining new customers often face the most difficult cultural transition to support any integrated activity, and this includes the development and execution of IMC strategies. The single biggest barrier to the development of successful IMC strategies are cultures in organizations that don't tolerate inter-departmental communication and information sharing, or the development of plans that require a shared common objective."

Sample of Sources Used:

• Saravudh Anantachart 2004. Integrated Marketing Communications and Market Planning: Their Implications to Brand Equity Building. Journal of Promotion Management 11, no. 1 (January 1): 101-125. (Accessed February 24, 2008).
• Armstrong, G., & Kotler, P., 2005. Marketing: An Introduction (7th ed.). New Jersey: Pearson Prentice Hall.
• Thijs Lennart Jaap Broekhuizen, Karel Jan Alsem. 2002. Success Factors for Mass Customization: A Conceptual Model. Journal of Market - Focused Management 5, no. 4 (December 1): 309-330 (Accessed February 23, 2008).
• Belch, G. A., & Belch, M. A.., 2004. Advertising and Promotion; An Integrated Marketing Communications Perspective (6th ed.). New York: McGraw- Hill/Irwin.
• Berry, M. (1998). The New Integrated Direct Marketing. Hampshire: Gower Publishing Limited.

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