Essays on Integrated Marketing Communications Budgets and Sales Promotion Essay

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The paper "Integrated Marketing Communications Budgets and Sales Promotion" is a good example of a marketing essay.   Integrated Marketing Communications (IMC) is an approach whose aim is to attain an organization's marketing campaign. IMC makes use of an array of promotional methods that are highly coordinated the intention being to ensure that all the methods augment each other. As a matter of necessity, integrated marketing communications arises out of a realization that various modes of communication each contribute significantly to sales and promotion, marketing, advertising. Integrated Marketing Communications is therefore geared towards utilizing all the different aspects so that they can ensure that their messages are consistent, clear, and have as much impact as possible on the target audience.

The purpose of any business is to come up with customers. Marketing and innovation are the only two functions that any business has. These are functions that any entrepreneur must undertake if the business is to be successful. Marketing should be seen as actions undertaken to attract customers. The end result of the relationship between a business and the customer is that a customer should get value for their money while the business achieves its strategic objectives.

Thus, for any business to be successful in marketing, it must have intimate knowledge of not only its clientele but also competitors (Chitty, Barker & Shimp 2005, p. 18). This detailed knowledge ensures that the best decisions are arrived at by the business. This paper examines the factors which have made companies focus more on sales promotion from their IMC budgets. The essay also looks at companies that have employed this approach and the outcome of such a shift in decision making. Discussion Marketing has a central role in ensuring that a firm is able to create value for the clients that it targets.

For a company to create value, it as a matter of good practice meets the needs of its customers. A company should define itself based on how its customers benefit from its goods or services (Kotler 2008, p. 63). When a company creates value for the customer that it has, it becomes necessary for such a company to adjust its prices to reflect the position.


Belch, G E., Belch, M A., Kerr, G., & Powell, I 2012, ‘Advertising: an integrated marketing communication perspective’, McGraw-Hill Australia, South Melbourne.

Chitty, W., Barker, N., & Shimp, T 2005, ‘Integrated marketing communications,’ Thomson, South Melbourne, Vic.

Finne, A. & Gronroos, C 2009, ‘Rethinking marketing communication: From integrated marketing communication to relationship communication,’ Journal of Marketing Communications, vol.15, no.2, pp 179-195.

Keller, K 2009, ‘Building strong brands in a modern marketing communications environment,’ Journal of Marketing Communications, vol.15, no.2, pp 139-155.

Kerr, G F., Schultz, D.’ Patti, C., & Ilchul, K. 2008, ‘An inside-out approach to integrated marketing communication: an international analysis,’ International Journal of Advertising, vol.27, no.4, pp. 511-548.

Kitchen, P., Kim, I. & Schultz, D 2008, ‘Integrated Marketing Communications: Practice Leads theory. Journal of advertising research, vol.10, pp 531-546.

Kotler, P 2008, ‘Principles of marketing’, Pearson Prentice Hall, Upper Saddle River, N.J.

Ouwersloot, H., & Duncan, T 2008, ‘Integrated marketing communications’, McGraw-Hill Education (UK) Ltd., London.

Schultz, D E & Schultz, H F 2004, ‘IMC, the next generation: five steps for delivering value and measuring financial returns using marketing communication,’ McGraw-Hill, New York.

Shimp, T A 2007, ‘Advertising, promotion, and other aspects of integrated marketing communications, South-Western Publishers.

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