CHAPTER 2: INTEGRATED MARKETING COMMUNICATION

21 CHAPTER 2: INTEGRATED MARKETING COMMUNICATION The greatest problem with COMMUNICATION is the illusion that it has been accomplished." George Bernard Shaw Research objective to be addressed: To discuss MARKETING , MARKETING COMMUNICATION , INTEGRATED MARKETING COMMUNICATION and OOH advertising media from a theoretical perspective, in order to identify and apply the key IMC principles that should guide the planning of OOH advertising media as part of an overall IMC campaign. INTRODUCTION The MARKETING mix management paradigm has played an influential role in the development of MARKETING theory and practice; and it has dominated MARKETING thought and research since its introduction (Goi, 2009:2). The initial four elements or 4P s of the MARKETING mix included: product, price, promotion ( MARKETING COMMUNICATION ) and place. Since its inception however, new forces in the environment have called for new MARKETING and business practices.

2.2. MARKETING Marketing is recognised by organisations as an important business function that plays a critical role in their effort to gain a competitive advantage in the market place. A number of interconnected basic features of contemporary marketing, namely: customer-centric, communication and long-term relationship focus on customers, as ...

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  Communication, Marketing, Integrated, Integrated marketing communications, Marketing marketing

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