DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS FOR ORGANIZATION

Abstract

          The father of integrated marketing communications is Don Schultz (Bannawit, 2007, p. 207). According to the integrated marketing communications, a medium chosen to communicate has to be suitable for a target audience and able to reach them as well as building the real awareness in accordance with a company budget.          Integrated marketing communication (IMC) means the process of developing marketing communication plan that continuously uses several types of communication with a target market. The purpose focuses on creating behaviour of a target audience to match with a market demand by analyzing brand communication methods in order to let the target audience know the product, which leads to knowledge, familiarity, and conviction towards the brand. The heart of IMC is not only building perception, awareness, and acceptance, but also encouraging consumer behavior. Thus, integrated marketing communication is the communication process for a constantly long-term persuasion by using various types of tools such as advertising, public relations, direct marketing, sales promotion, customer relationship management, event marketing, call center, and e-mail to create expected behaviors.