PBL 2: Integrated marketing communications

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How to keep marketing communication content consistent?

So, first of all, it is likely to mention, what is it IMC or integrated marketing communications? It is defined as «an approach to achieving the objectives of a marketing campaign, through a well-coordinated use of different promotional methods that are intended to reinforce each other» (Business Dictionary).

Promotional methods of IMC imply that a company applies effectively marketing tools such as advertising, sales promotion, direct marketing, promotional selling, and PR. In order to keep the marketing communication content consistent and effective, it is important for companies to design and apply the right content marketing strategy.

Interesting figures: accordingly to Forbes research, 76% of B2C marketers are using a content marketing, but only 37% of those say it is actually efficient.


The article introduces a couple of tips, that remain consistent in content marketing:

  • Document Your Strategy

The Content Marketing Institute’s annual research stated that those who document their content marketing strategies are «more likely to consider themselves effective, feel less challenged by every aspect of it, and were able to justify spending more of their budget on it». The process of building an effective strategy consist of defining the right channels created a message and after setting the marketing goals.


  • Develop an Audience Persona
  • Match Your Best Ideas to the Best Channels
  • Think Fast
  • Incorporate the User Experience
  • Embrace Social Media as a Channel
  • Go Offline

What are the roles of different marketing agencies?

There are different types of marketing agencies,  that include advertising, brand, design, digital/online marketing, market research, media, print, PR, social media, and web design. The roles of those agencies are defined by the specialization because they specialize in different marketing objectives.

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How to avoid delivering misleading messages through marketing communications?


To avoid misleading messages marketers should first understand the market and the target customer group, identifying interests and perceptions in the right way. Also, the legal parties of the geographical location set the advertising standards, defining what are the legal frames for marketing. Those standards are affected by culture, traditions and ethical aspects, mostly. The negative effect of misleading advertising frequently implies financially loss, as the company spent lots of money on marketing that did not bring any positive results. However, what can be a more serious effect of a misleading message is a broken trust from the customers or a brand damage. Companies spend years to build the reputation but also can lost it in one moment.







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