The development of integrated marketing communications

Iryna Shkurupska
PhD, lecturer of Marketing Department, Odessa National Economic University, E-mail:irina.shkurupskaya@gmail.com

Cite this article:

Shkurupska, I. (2015), The development of integrated marketing communications. Ed.: M. Zveryakov (ed.-in-ch.) and others [Rozrobka intehrovanykh marketynhovykh komunikatsii; za red.: М. I. Zveriakova (gol. red.) ta in.], Socio-economic research bulletin (ISSN 2313-4569), Odessa National Economic University, Odessa, Issue 1, No. 56, pp. 122–127.

Abstract

The article elaborates the basic provisions of the scientific and methodical approach to the formation of integrated marketing communications program for the promotion of various products/services of companies. Formation of IMC program provides a sequence of 12 stages of action, the specificity of which is determined by the characteristics of economic activity of enterprise. To justify the choice of the method of IMC enterprises program development the matrix of correspondence of the type of a market entity to IMC program in terms of efficiency is offered. Depending on the implementation term of the IMC programs they are divided into three types: short, medium and long term. It is justified that the choice of appropriate tools and channels of marketing communications depends on the involvement of consumers in relation to the characteristics of the goods, as well as the tools themselves and promotion channels.

Keywords

integrated marketing communications (IMC); a program of IMC; IMC budget.

JEL classification: M310

UD classification: 658.8:697

References

1. Burnett, J., Moriarty, S. (2001), Introduction to Marketing Communication: An Integrated Approach. Trans. from Eng. S. G. Bozhuk [Marketingovye kommunikatsii: integrirovannyy podkhod; per. s angl. S. G. Bozhuk], Piter, St. Petersburg, 864 p. (rus)
2. Smith, P., Berry, C., Pulford, A. (2001), Strategic Marketing Communications. Trans. from Eng. L. F. Nikulin [Kommunikatsii strategicheskogo marketinga; per. s angl. L. F. Nikulin], JuNYTY-DANA, Moscow, 415 p. (rus)
3. Dowling, G. (2003), Creating Corporate Reputations: Identity, Image, and Performance. Trans. from Eng. [Reputatsiya firmy: sozdanie, upravlenie, otsenka effektivnosti; per. s angl.], YMYDZh-Kontakt, Moscow, 368 p. (rus)
4. Kotler, Ph., Keller, K. (2010), Marketing Management. Trans. from Eng. E. N. Zhilcov, A. M. Nemchin [Marketing menedzhment, per. s angl. E. N. Zhilcov, A. M. Nemchin 12 izd. dop i izm.] Piter, St. Petersburg, 816 p. (rus)
5. Schultz, D. E., Tannenbaum, S. I., Lauterborn, R. F. (2004), The New Marketing Paradigm: Integrated Marketing Communications. Trans. from Eng. [Novaya paradigma marketinga. Integriruemye marketyngovye kommunikatsii; per. s angl.], Ynfra-M, Moscow, 234 p. (rus)
6. Garkavenko, S. S. (2004), Marketing [Marketynh], Libra, Kyiv, 712 p. (ukr)
7. Illyashenko, S. M. (2013), Innovations In Marketing And Management: monograph. Ed. S. M. Illyashenko [Innovatsii u marketynhu i menedzhmenti: monohrafiia; za red. Illyashenka S. M.], Drukarskyi dim «Papirus», Sumy, 616 p. (ukr)
8. Litovchenko, I. L., Shkurupskaya, I. A. (2013), «Integrated Marketing Communications Of Solar Energy Equipment Market» [Integrirovannye marketingovye kommunikatsii na rynke gelioenergeticheskogo oborudovaniya], Marketing and management innovations, SumDEU, Sumy, No. 4 (2013), pp. 52–65 (rus)
9. Primak, T. O. (2002), «The Nature And Value Of Integrated Marketing Communications: Synergistic Effect» [Zmist ta znachennia intehrovanykh marketynhovykh komunikatsii: synerhichnyi efekt], Problemy nauky, CSTEI Ministry of Education and Science of Ukraine, Kyiv, No. 7 (2002), pp. 36–44 (ukr)
10. Romat, E. (2008), Advertising in the Marketing System [Reklama v sisteme marketinga], Studtsentr, Moscow, 608 p. (rus)
11. Stelmah, A. А. (2010), «Interactive marketing communications in the enterprise management» [Interaktyvni marketynhovi komunikatsii v menedzhmenti pidpryiemstva], Reklamedia, Kyiv, 312 p. (ukr)
12. Taranenko, I. V. (2009), Market Indicators: More Than 50 Indicators That Are Important To Know Each Head. Trans. from Eng. [Marketynhovi pokaznyky: Bilshe 50 pokaznykiv, yaki vazhlyvo znaty kozhnomu kerivnyku; per. s angl.], Balans Biznes Buks, Dnipropetrovsk, 480 p. (ukr)