integrated marketing communication

integrated marketing communication

Integrated marketing communication: halk Advertising, public relations, sales development,
it is the process of combining direct marketing, personal sales, trade fairs and point-of-sale communication materials with other elements of the brand and marketing mix in coordination. ve

integrated marketing communication

According to another definition of integrated marketing communication: lar Messages sent to customers, target consumer groups, shareholders, employees and other related groups, as well as all the messages sent by these groups or the organization's product, together with these groups, to the strategic control and effect of these messages. is a mutually beneficial, bi-directional and long-term communication process. "

integrated marketing communication according to the American Advertising Agencies Association: ları Evaluating the strategic roles of various communication methods such as advertising, public relations, sales development, direct marketing; based on a comprehensive plan and keep these methods open; it is a comprehensive marketing communication planning concept that combines these disciplines to create a consistent, top-level communication effect.,


According to the last definition of the integrated marketing communication: ın All decisions regarding the products or services produced by the organizations are taken by considering the communication dimension that will affect the customer based and purchasing behaviors and the planning of these different decisions with a strategic approach by orchestrating in a discipline and It is the process of creating synergy. sin


Integrated marketing communication in general, the employees of the company, goods produced or service itself, distribution channels, sales force, pricing, after-sales service and warranty services, total quality, workplace safety and satisfaction, customer satisfaction, such as full compliance and continuity on many issues requiring a whole.


The integrated marketing communication approach has brought a different dimension to marketing. In marketing, this new approach, which accepts communication as the main input and output; All messages produced by the organization or being aware of it must be planned and managed strategically in order to achieve the determined and measurable market and marketing communication objectives of the organization.


In the context of integrated marketing communication, a strategy centering on customers is implemented instead of sales-centric communication strategies. The phenomenon of communication takes place in order to realize the communication process with the consumers in two-way communication in integrated marketing communication.


Integrated marketing communication is both a process and a concept. It is a process, because it requires an approach that will contribute to the corporate identity in the long term and use communication in managerial terms. It is a concept, because it provides a general synergy that will ensure integrity with the marketing mix of all creative marketing communication activities that will create superiority and difference in the market.