Planning of integrated marketing communication as part of a strategic marketing plan

Abstract

Integrated marketing communications are defined as the concept of marketing communications planning that evaluates the strategic role of the different promotion instruments and combines them to provide a clear and consistent promotional message and maximal communication impact on consumers. Integrated marketing communications must be included in the overall marketing strategy of the company, to be consistent with the marketing objectives of the company, to be directed to the target segments, as well as to reflect the defined strategy of the company. Management of integrated marketing communications includes the process of planning, implementation, evaluation and control of the use of various elements of the promotional mix to communicate with customers in an effective way. Different approaches to integrated marketing communication planning process are presented in this paper.

Keywords

• integrated marketing communications
• planning
• promotional instruments