Strategic Marketing Communication: Brand Promotion, Essay Example


Marketing is a branch of business operation that specifically draws the line of success that an organization is actually capable of especially in the face of competition. To make sure that the strategy would work, several operations are considered especially in relation to making the resources of the organization work for the best benefit of the company. Among the most effective approaches used in marketing are Integrated Marketing Communication and Integrated Brand Promotion (Dev, et al, 2011). In the discussion that follows, a distinctive presentation on the difference and comparison on the process-application of IMC and IBP shall be given specific attention to. In the discussion, the value of both operations shall be measured accordingly to insists on what works best for companies engaging in massive domestic and international market competition.

IMC and IBP Approaches and Uses

Integrated Marketing Communication is basically the process by which an organization makes sure that the communication it uses reaches out to all that it aims to impact in the market (Hochbaum, et al, 2011). Relatively, these communication operations are designed to reach out to the largest possible population of individuals to whom the business considered their product to be highly marketable to. Most often than not, this approach entices the need for the administration to make sure that all communication efforts are able to withstand pressures of focus and centrality. The question on what is the organization specifically dedicated to manifests how the administration should actually handle the distribution of communication that they are to use to reach out to their prospective clients. Most often than not, a company uses different channels to send out messages and marketing campaigns towards the clients it wants to serve. To make sure all efforts provide good results to the organization, everything must be scheduled properly and should be directed accordingly.

In the age of computer-defined business operations, Integrated Marketing Communications often involve the distinctive indication of utilizing the concept of cloud computing. This strategy involves the utilization of computer technology with the aid of the internet to reach out to the people in the market (Pieters, 2011). This approach is also noted to be effective enough in cutting the cost for marketing strategies that companies often use to promote their products and their organization. Once a message is sent out through one channel of communication with the clients, all other channels of communication are also updated, therefore sending out the same message or marketing campaign to the target members of the public. For instance, email-messages are sent to individuals who may have presented interest with the products that the company offers, at the same time, a presentation of the overall promotion or product offering is released online which could be read by online mobile users, members of social networks and other individuals who regularly access the internet for leisure and necessity reasons (Pieters, 2011). IBP on the other hand is focused on promoting the brand of a product which carries the name of the company. In this case, IMC helps the operation of marketing under IBP all at ones. Source

Trends between IMC and IBP Marketing Operations

The current revolution on the IMC-IBP system utilization in marketing is constituted by the effective use of modern technology to communicate and create connection with the consumers in the market (Dev, et al, 2011). This initiates the conceptual idea of affecting how the market perceives the importance of a particular product thus allowing the organization to affect the decision of the people to buy. Mobile marketing is one specific aspect of development that practically promotes IMC-IBP operations with a more direct impact on the market being served by the business (Van der Lans, et al, 2011). Notably, such condition indicates the distinction between the effect the marketing has on the market at an overall scope (Dev, et al, 2011)  and on each person within a more individual and direct approach of influence.

What constitutes the effective use of IMC is the consideration of the organization over the need to administer a centralized sense of communication among all its channels of reaching out to the market. Making sure that a focused promotional target is established within a specific schedule also helps in creating the backbone of the campaign. How different is IBP from the operations of IMC?    In a concise distinction, IBP is focused on branding and how such operation attracts the target clients or customers in the market. The concentration is on the brand and how it is able to communicate to the public while also providing what the buyers in the market expect from the organization. Most through this approach, the company is distinctively involved on the idea of creating specific strategies that would promote the product’s brand to the people and not on the clients’ desire to engage in business with the organization. The belief over the brand’s strength and capacity to call-in interest from the market as it is, is the primary foundation of this strategy. For instance, if a mobile brand has already established its name in the market, strengthening its brand further through improving its features and its reliability for user-indicated loyalty, then competing with other competitors and challengers in the industry would be an easy task to consider.

Basically, IBP, being concentrated on the brand of the product, hopes to define the business in the market through defining the product itself. Its quality and stance in the competition makes the product the most practical presentation of what the business is about (Dev, et al , 2011). Most likely, this is the reason why when IMC and IBP are intertwined together to present both the product and the business accordingly, the marketing approach becomes much stronger as it does not only affect the consideration of the market over what the product offers (Hochbaum, et al, 2011), but it also shapes the attitude of the consumers towards the acceptance that they have upon the business or organization offering the said items or services for sale.

Current Events on IMC-IBP Application among Current Companies

The integration of both IMC and IBP as partner-strategies in marketing has worked well for organizations like Nokia, Samsung, IBM and Microsoft for the past decades of engaging in the field of international market competition (Van der Lans, et al, 2011). These organizations make use of their brand as the strongest asset they have against their competitors and to make sure that the market knows about this fact, they utilize the most current and most comprehensive process of communicating with their target customers among the public population. Relatively, such involvement in such form of marketing-campaign is considered effective and is assumed to take further improvements in the years to come (Pieters, et al, 2011) as further developments are expected to come along especially in line with the utilization of computer technology in creating better marketing strategies for business organizations to consider.


The emergence of computer-defined operations designed to improve how businesses incur control of the market as they establish the strategies they use to entice the public with what they have to offer promises a more complex yet most effective system of marketing in the future. This is the reason why organizations today, both strong and still-developing ones, are encouraged to consider their position in the market through measuring their capacity to engage in digital marketing which both uses IMC and IBP approaches of marketing communication. This way, stronger and more competitive options of marketing are expected to rise in the future.


Hochbaum, E. Moreno-Centeno, P. Yelland, and R.A. Catena.(2011).Rating Customers According to Their Promptness to Adopt New Products. Operations Research 59(5): 1171-1183. (Retrieved on September 16, 2013).

Dev, Chekitan S.; Don E. Schultz (January/February 2011). “In the Mix: A Customer-Focused Approach Can Bring the Current Marketing Mix into the 21st Century”. Marketing Management 14 (1). (Retrieved on September 16, 2013).

Pieters, R, M. Wedel,  (2011). Goal Control of Visual Attention to Advertising: The Yarbus Implication, in Journal of Consumer Research no. 34. (Retrieved on September 16, 2013).

Van der Lans, R., R. Pieters, M. Wede. (2011).Competitive Brand Salience.Marketing Science, 27(5). (Retrieved on September 16, 2013).