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In today’s highly competitive society, the Integrated Marketing Communication’s (IMC) concept has been improved as well as the methods in which this notion has been implemented has been evolved various. To explain for this, the recent organizations have used more tools for their integrated marketing communication strategy, which can evaluate, execute and increase persuasive, coordinated, measurable brand communications campaigns over time with the relevant external and internal audiences (Belch, G. E., Belch, M. A., Kerr, G., & Powell, L., 2012). This view has been extended by Hanafizadeh & Behboudi (2012), the improving an effective marketing communication, which has been found by information disseminators as well as advertiser, is existed when clients have changed from the social media platforms in terms of the changing from radio, newspapers and televisions into the Internet. Therefore, the purposes of this development are the organizational image’s reservation and the creation of preference.

Basing on the technological advancement of contemporary media, customers will be easier to locate the information, which they want, sharing knowledge and improving communication. Beside that, customer always plays an important role as well as the 

 

one who initiate in the communication process. So, medias such as social networks, blogs, interactive websites and web advertisements are the best way so as to strengthen and facilitate the link among the company, its customers as well as other shareholders. From these aspects, the boosting relevance of marketing communication model that is built by Duncan (2005) and the customer initiated this model is understandable in today’s market place.

Furthermore, according to Mihart (2012), the modern marketing’s evolution, where IMC is always a critical element that creates the company’s success, the chances are identified so as to boost its influence on buyer behaviour.  So, via getting knowledge on the impact of IMC to customer behaviour, organization can be easier to understand and evaluate the client decision-making process.

Overall, through the leading authors’ theories about IMC, Duncan’s buyer initiated marketing communication model and customer decision-making model, this report will present:

  • The study of Duncan (2005) model in relation to the growth of citizen journalism as well as social media

  • Investigate how companies can work and respond on this kind of media platform

  • Explaining how a business has to use communication tools in other to walk the shopper from knowledge to be a loyal client.

Overview

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