Integrated marketing communications: relevant questions of the theory
Journal Title: Формування ринкових відносин в Україні. Збірник наукових праць - Year 2019, Vol 6, Issue 6
Abstract
The subject of research is a set of specific features inherent to integrated marketing communications (IMC). The purpose of writing this article is to systematize the approaches in studying the IMC existing in Ukraine, and to offer the definition of the ’integrated marketing communications’ concept that would most closely correspond to the current state of its development. The methodology of the work: methods of analysis and synthesis; methods of comparisons and generalizations. The results of the work. The differences between such pairs of concepts are clarified: traditional marketing and new marketing, traditional marketing and integrated marketing, marketing communications and integrated marketing communications. The interpretation of these concepts, Полand the interpretation of the key concept for defining IMC, the new marketing paradigm, were clarified as well. The study of the terms in pairs contributed to the identification of their distinctive features. It has been found that integrated marketing communications arise precisely in the context of new marketing (and new marketing paradigm) and terminologically are in opposition to traditional marketing communications and traditional marketing. The author’s definition of the term ’integrated marketing communications’ is proposed, according to which IMC is all components of the supporting elements of marketing planning (4P – Product, Price, Promotion) used in a co–ordinated manner as part of a single strategy for promoting a specific product or service. IMC are used to achieve the communication efficiency, the purpose of which in its turn is to maximize the economic efficiency. IMCs provide for the optimal combination of all the individual components in order to achieve synergy and ensure maximum impact on the target audience in accordance with the goals and available resources. Conclusions: at this stage of the research we can consider the current definition of the term ’integrated marketing communications’ to be formalized; we can assume that the fundamentally important features of the term of integrated marketing communications are formalized as well.
Authors and Affiliations
O. Yu. CHUBUKOVA, V. V. MARTSYNOVSKYI
Keywords
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