CHAPTER ONE
INTRODUCTION
1.1 Background to the
Study
The need for an organization to properly coordinate its marketing
communications strategies in order to deliver a clear, consistent, credible and
competitive message about itself and its product has become a challenge today
for every result oriented firm. Effective marketing communications should
therefore be an integral part of every efficient and result driven
organization. How innovative and creative marketing communications
practitioners are inappropriately combining, coordinating and efficiently using
marketing communication tools will have great impact on their companies’
products/services and by extension, on such products’ market share. This again
could pose serious challenge to competing companies across markets in the
country.
Rather than being considered as a revolution in marketing thought,
IMC is gradually emerging as a natural evolution in marketing communications
brought about by drastic changes in at least three main areas, which are:
(i).
The market place;
(ii).
The media and communications;
(iii).
The consumers. These changes have been driven primarily by advancement in
information technology; and have caused a major shift from the mass marketing,
product centred theories of marketing popularized in the 1950s and 1960s to the
more customer cantered, database-driven interactive and measurable approaches
of integrated communications, Schultz, (2003).
Duncan (2002), in his contribution to the literature on evolution of
IMC believed that the above definition of IMC by Schultz and Kitchen,
forecasted the trend of the development of IMC in the future. He therefore
noted that this new definition indicates that IMC has moved from (or has the
potentiality to move from) a “marketing planning process” to a “strategic
business process”. Schimp (2000) summarized five facts of IMC as:
(i). Aims to affect behaviour
(ii). Starts with customers or prospects
(iii). Uses any and all forms of contents
(iv). Achieves synergy and
(v). Builds relationships.
Low (2000) opined that integrated marketing is simply a step further
from IMC or the highest stage of IMC by focusing on conveying unified messages
to customers via the correct blending of the promotional mix.
Many marketers are also of the opinion
that traditional media advertising has become too expensive and not cost
effective (Thomas, 2001).
Finally,
there is demand for greater accountability from advertising agencies and
changes in the way agencies are compensated. Many companies are moving towards
incentive- based system whereby compensation of their ad agencies is based, at
least in part on objectives measures such as sales, market share and
profitability. The rapid growth of the Internet services, which is changing the
very nature of how companies do business and the interest with the consumer,
could also be seen as a major reason for the growing importance of IMC in today
contemporary marketing environments.
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