Integrated Marketing Communication has become very relevant in the today's cut throat competitive environment.In order to be successful in designing the Integrated Marketing Communication, and then for managing it in an effective way, various issues are there.Let us try to explore such issues and study their implications, and thereby suggest a few points for the effective Integrated Marketing Communication.
Hi, as stated in my book: https://alllies77839413.files.wordpress.com/2019/11/everything-you-believe-in-is-a-lie.pdf
Check out Chapter 3 and chapter 16.
Basically, think about the marketing strategy as machine with moving pieces, depending on the objective you have for you campaing, the strategy should follow.
Some of the strategic issues of Marketing Communications are summarized in the following interesting article:
Hewett, K., & Lemon, L. L. (2019). A Process View of the Role of Integrated Marketing Communications during Brand Crises. Qualitative Market Research: An International Journal
Developing Effective Communications Identify Target Audience Determine Objective Select Channels Design Communications Measure Results Establish Budget Decide on Media Mix Manage Integrated Marketing Communications
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