Integrated marketing communication: evolution, defining and implementation

Jovanov, Tamara (2018) Integrated marketing communication: evolution, defining and implementation. Macedonian International Journal of Marketing, 4 (7). pp. 64-76. ISSN 1857-9787

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In the attempts to define (marketing) communication, it is very likely that each of us will come to a different conclusion about what communication means, on the basis of individual
use and understanding of the term. Aristotle called people "talking animals", and communication remains to be one of the characteristic concepts of the 21st century. After all, the need to understand each other is one of our basic needs, whose roots can be found in the formation of the first community,
under the influence of the innate survival instinct.
The etymological meaning of the word connects it with the Latin communicatio, communicare, that means to share, inform, unite or literally, to make it usual, publicly, in general. The thoughts of the subject of communication have always been current, but as a particularly "hot topic" they appear in
intellectual debates after the First and after the Second World War.
Numerous authors consciously denote communication as a dissemination of influential symbols that form the public opinion, often including elements of manipulation with (of) the
people. What is interesting in marketing terms is the exchange of information for the simple reason that communication in marketing must not be a one-way process, since sending the message to the recipient does not mean simultaneous and effective communication, because of the probability that the message is misunderstood, that it didn’t reach the recipient or
is not accepted according to expectations.
The first original scientific research in this area was conducted in 1991 by the Medill School of Journalism, Northwestern University, in the United States. Some of the terms (names) suggested for the new discipline were Integrated Communications (IR), Full Communications and Integrated
Marketing Communication (IMC) - a term that was favored by the scientific community and is accepted for use up to date.

Key words: Integrated marketing communication, evolution, definition

Item Type: Article
Subjects: Social Sciences > Economics and business
Social Sciences > Media and communications
Divisions: Faculty of Economics
Depositing User: Tamara Jovanov
Date Deposited: 13 Aug 2018 09:32
Last Modified: 13 Aug 2018 09:42

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