Integrated Marketing Communication Essay Example | Topics and Well Written Essays - 500 words

Integrated Marketing Communication - Essay Example The Path Model demonstrated by Reid & Et. Al. , suggests the nexus between market orientations, brand orientations, and IMC have been depicted with the cohesion of brand identity. This model explains the importance of IMC in the organization. Camano (2006) conducted a research on branding as a communication tool and presented the importance of IMC in creating brand identity. IMC is seen as a step forward towards satisfying customers and company needs. The idea behind IMC is coordination of messages for maximum impact. IMC enhances the relationship that occurs due to company’s effort. Section 3: Significant Problem IMC is a powerful tool that leads practitioners in conducting and implementing marketing communications program. IMC is viewed as the effective integration of all communication tools that provide effective modes of creating the long-term relationship with the stakeholders. According to Luxton & Reid, there is a positive significant relationship between the factors of branding and IMC that an efficient mingling of the elements results in success for the organization. Tuominen & Laukkanen (2009) conducted a study on a structural equation model that produced the result which implied customer orientation along with inter-functional coordination affect brand orientation. According to Kliatchko (2008), IMC will continue to be an important area of research as the concept progress from time to time and hence different forms of its explanatory areas also evolve (Kliatchko, 2008).