Sample Paper on Integrated Marketing Communications

Sample Paper on Integrated Marketing Communications

Integrated marketing communications as a strategy is increasingly used for both goods and services marketing. IMC has been recognized as a holistic approach to promotion as it focuses on several aspects of marketing communication. The application of IMC at an organizational level has to entail consideration of various key characteristics of the business in question. For instance, the first chapter of Keller (2016) discusses various concepts associated with holistic marketing and one of the key principles mentioned is integrated marketing. In the chapter, the focus of integrated marketing is on creating programs which are aimed at communicating the message that the whole product or service is better than the parts that make it. In this regard, IMC questions the value associated with each of the elements of a given product or service and portrays the overall value of the whole as a function of the summation of the values of each and every element. This automatically gives the whole higher value relative to the parts.

According to Batra and Keller (2016), evaluating the efficiency of an IMC program should be conducted using either a top down approach or a bottom up approach. The bottom up approach entails consideration of the values expected by the customers in comparison to the total value that can be offered by whatever is being marketed. On the other hand, the top down approach involves evaluation of the impacts of the optimized communications approach in the marketing process. The implications created by Batra and Keller (2016) is that regardless of the approach adopted in IMC, the main objective is to ensure than an optimum communication strategy is established, to communicate the greatest value to the potential customers. This is however not the only strategy in existence for IMC. Many other authors have discussed the place of IMC in ensuring product promotion is achieved.

For instance, Munoz- leiva et al (2013), discuss the intergrated marketing approach through a research perspective. Their opinion is that IMC entails several themes and effectively applying the concept requires a selection of a specific theme for application. This goes hand in hand with Keller’s argument to decide the most appropriate approach for IM communication based on the perceived and expected values of the promotional activities. In Keller’s argument, portrayal of the whole as being of more value than the parts that form it is essential in marketing whatever it is that is being marketed. In this way, IMC contributes to holistic marketing in various senses.

IM communications must entails concepts such as the communication strategy, the products to be marketed, the channels for marketing and the prices of the products. In particular, understanding the product forms part of the key foundation for creating a communication strategy that depicts the holistic value of the product. The marketer has to be aware of the product being marketed, its use and the need for it in the market. They must also be aware of the additional benefits that customers can gain from using the product of choice. In the argument of Farrelly et al (2001), IMC requires an iterative process of implementation and evaluation, through which the objective is to settle upon the most optimum choice of strategy for communications. This strongly shows that IMC is a highly specific approach to marketing and product promotion. Finding the most relevant channel for product marketing is thus mandatory in the implementation of IMC.


Batra, R. and Keller, K.L. (2016). Integrating marketing communications: new findings, new lessons, and new ideas. Journal of Marketing, 80 (6): 122-145.

Farrelly, F., Luxton, S. and Brace- Govan, J. (2001). Critical Issues to understanding IMC in the Future -An Academic and Practitioner Developed Integrated Marketing Communications Curriculum for the 21st Century. Marketing Bulletin, 12(2): 1-12. Retrieved from

Keller, K. (2016). Marketing management 15th Ed. Pearson education Inc.

Muñoz-Leiva, F., Porcu, L., and Barrio-García, S. Del. (2015). Discovering prominent themes in integrated marketing communication research from 1991 to 2012: a co-word analytic approach. International Journal of Advertising, 34(4): 678- 701. Retrieved from