Development and Implementation of the Integrated Marketing Communications Concept
Understanding consumers’ needs implies creating an adequate offering, which leads to good and sustainable relations over time. Consumers, under the influence of (new) technologies, change their habits, attitudes and behaviour in the usage of certain product or service as well as the way they communi...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Institute of Economic Sciences
2019-06-01
|
| Series: | Economic Analysis |
| Subjects: | |
| Online Access: | https://www.library.ien.bg.ac.rs/index.php/ea/article/view/644/619 |
| Summary: | Understanding consumers’ needs implies creating an adequate offering, which leads to good and sustainable relations over time. Consumers, under the influence of (new) technologies, change their habits, attitudes and behaviour in the usage of certain product or service as well as the way they communicate. Analysis of the effects of created communication on the brand through developing IMC model is the main objective of this paper. Considering consumers’ demographic structure, not only the points at their path to purchase, usage or recommendation, the effects among different groups will be analyzed. Questions that are important for this paper are about awareness of brands in the category, noticeability of certain ways of communication, and the influence of that communication on behaviour is measured. The goal of every communication is sales and repeated sales, but in that process potential users should be introduced to brand, create a need and want to use that brands, to be satisfied, loyal and be its ambassadors. Beside usage of the results of primary research, desk method of collecting and analysing is also used, in order to have detailed insight of certain aspects that are related to the objective of this paper. The results of conducted research indicate that the implementation of integrated marketing communications leads to additional sale and better brand positioning, as well as company positioning in the market. Additionally, effective integrated communications positively influence brand positioning and consumers ‘satisfaction is in positive relation with the repeated purchase of the brand. |
|---|---|
| ISSN: | 1821-2573 2560-3949 |