Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program?

Planning of marketing communication strategies by car dealerships

“…In addition, this study uncovered the marketers of car dealerships use different marketing communication budgets in planning marketing communication strategies and campaigns. These findings of the study on marketing communication budget as part of marketing communication planning concur with Keller (2016) indicating that marketing communication is one of the difficult activity. However, the literature discussed does not indicate that the existence of the relationship between marketing communication budget and marketing objectives as revealed by the findings of this study.…”

“…There are many elements of marketing communication at the marketers' disposal; for example, advertising, direct marketing, personal selling, sales promotions, public relations and sponsorships may all be employed to maximize the impact of promotional activities (Keller, 2016). Many different marketing communications options exist that can play different roles and have different objectives in the marketing of a brand (Batra and Keller, 2016).…”

“…Marketing communication initiatives are aimed at informing, reminding and persuading present and potential customers to support the organization by purchasing its products (Keller, 2009). Keller (2016) emphasized that marketing communications is a one of the most difficult but crucially important components of modern marketing. Keller (2016) added marketing communications plays a crucial role when organizations aim to influence consumer decision-making, draw attention to organizations' brands, and shape brand preferences.…”

“…Keller (2016) emphasized that marketing communications is a one of the most difficult but crucially important components of modern marketing. Keller (2016) added marketing communications plays a crucial role when organizations aim to influence consumer decision-making, draw attention to organizations' brands, and shape brand preferences. Marketing communication is also an important marketing tool which provides customers with information to help them make purchasing decisions.…”

“…And to reinforce long-term brand loyalty, they can form online brand communities through their own or third-party social media. Given so many different new and traditional communication media options available to marketers of organizations and so many different ways to combine these options, Keller (2016) argued that marketers struggle with how to make good marketingcommunication decisions. Therefore, it becomes imperative to investigate the planning of marketing communication strategies and campaigns with more emphasis on microenvironmental factors of consideration.…”