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Theory of IMC Strategy

In: The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model

Author

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  • Kwang-Yong Shin

    (Nankai University)

Abstract

Highly competitive commercial environment eventually led to three phenomena: change in information dissemination methods, change in marketing managers’ attitude and cost considerations on company information transmission. Simply speaking, the change in contact point communication method was due to the fact that the information receivers attend to select what they received, because of commercial information expansion and lower and lower communication affectivity. Therefore we should strengthen the consumer attention and acceptance to the brand, and simple branding ideas are far from enough. Only when the company can shape the true images of products and services identify the right goods for the consumers, the true meaning of business or service and the understanding of the relationship between the brands, can the company truly stand on consumer’s standpoint and develop an interactive communication plan. Thus the integrated marketing concepts emerged in this background.

Suggested Citation

  • Kwang-Yong Shin, 2013. "Theory of IMC Strategy," SpringerBriefs in Business, in: The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model, edition 127, chapter 0, pages 3-23, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-642-38091-4_1
    DOI: 10.1007/978-3-642-38091-4_1
    as

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