IMC: Integrated Marketing Communication

Abstract

Marketing has changed rapidly over the last four decades. Not a core discipline itself, its applications have become more complicated, more dynamic and more customised than ever before. Achieving differentiation in product is as difficult as reaching an aurora. Instead, marketers use communication tools to draw attention and increase awareness. But in the era of artificial intelligence, number of communication channels, competitors and lack of patience to read or listen to branded messages are not helping to reach targets. To keep the brands’ images clear and memorable, marketers need to create powerful content to deliver through any touchpoints. And that means INTEGRATION: ‘coordinating the company’s many communication channels to deliver a clear, consistent and compelling message about the organisation and its products’.

The dynamics of marketing communication mix can vary in different geographies. Being a developing country makes Turkey a fast mover but unstable. Although coping with these dynamics is not easy, it could be learnt. This chapter aims to help the reader find some useful information about Integrated Marketing Communication applications in the Turkish market.

Citation

Yurdakul, E. and Bozdağ, A. (2018), "IMC: Integrated Marketing Communication", Ozturkcan, S. and Okan, E.Y. (Ed.) Marketing Management in Turkey (Marketing in Emerging Markets), Emerald Publishing Limited, Leeds, pp. 275-297. https://doi.org/10.1108/978-1-78714-557-320181020