THE IMPACT OF INTEGRATED MARKETING COMMUNICATIONS
In modern times, especially in times of globalization and mass media, every organization should necessarily develop its own strategy for integrated marketing communication with all the necessary elements of the marketing mix (product, price, place and promotion). The planning and realization of integrated marketing communications are extremely important for achieving profit and success of the company, as well as its exposure by emphasizing the brand. The importance of integrated marketing communications is growing especially with the expansion of the Internet and information technology. Integrated marketing communications are a way of detecting the need to plan and implement a relevant marketing communication strategy that will synchronize and effectively integrate all potential resources with the intention of achieving the highest and most comprehensive results in communication. Modern integrated marketing communications involve merging all media at all levels in order to develop effective marketing strategies, which at the operational level produce creative campaigns to achieve maximum results. Integration first includes the unification of all potential promotional instruments such as paid marketing advertising on television, radio, print and electronic magazines, public relations, various types of promotion, direct personal selling, direct or "face to face" marketing). Integrated marketing communications unite the advantages of all the listed media, combine them into a whole single set with the intention to create a positive recognizable image, to create attractiveness and satisfy one of the needs of consumers continuously. Integrated marketing communications cause the following effects: they affect multiple levels, so it is impossible for them to reach us as information to consumers; influence the creation of opportunities for a more creative campaign; recognizability through appropriate consistency and clarity of the sent message or information; increased operational efficiency due to the involvement of all communication segments; in the long run, the total costs of the company are significantly reduced; creates a quality work environment and positive relationships. Nowadays, integrated marketing communications are viewed as a strategic process of organizations, and not just a form of merging or integration of various communication activities. There is an opinion among the professional public that integrated marketing communications is just a modern "trend of managing organizations" whose existence is temporary. While some critics are of the opinion that integrated marketing communications rename existing concepts and media and have doubts about the essence of multimedia advertising idea and performance.Generally regarding the practice of integrated marketing communications there are more adherents in the world today.However, it can be said that integrated marketing communications are a new generation of concept and approach through which companies develop relationships with The process of integrated marketing communications promotes and emphasizes the value of the organization's own brand, through the multiple communication it achieves with consumers.The essence of integrated marketing communications that apply integrated marketing tools in communication is to increase the influence of the target group of consumers, ie to create attraction to the products, and at the same time to achieve a minimum price for the offered products and services.
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