Abstract
Article history: Received January 14, 2014 Accepted 10 June 2014 Available online June 15 2014 Integrated Marketing Communication (IMC) is one of the needed concepts in competitive edge. IMC is defined as a cross functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or impacting all messages sent to these groups. It ensures that all forms of communications and messages are carefully linked together. This study investigates the effectiveness of marketing communication in an Iranian automaker named Khodro using IMC system. The study tries to audit the rate of marketing relationship integrity and its outcome on organization performance. The study designs a questionnaire and distributes it among 384 randomly selected people who use this firm’s services and Cronbach alpha has been calculated as 0.974. Hypotheses of this survey are exanimated by Pearson correlation test as well as pairwise t-student tests. The results show the effects of integrated marketing Communication on organization performance. In addition, there is a significant positive correlation relationship between integrated marketing communication with mission marketing, Cross functional Strategic Planning and Interactivity. Finally, there is a significant positive correlation relationship between dimensions of IMC. © 2014 Growing Science Ltd. All rights reserved.
Highlights
Marketers have turned away from mass marketing and they have concentrated more on integrated marketing
The purpose of this study is to evaluate the effectiveness of the implementation of integrated marketing communications by using Integrated Marketing Communication (IMC)
To analyze the Evaluation of effectiveness of Marketing Communication by using Integrated Marketing Communication in Iran Khodro Co, the necessary data were gathered by researchers via designed questionnaire by them and they were collected and reviewed and analyzed by means of Binomial Test, T- test and Friedman test
Summary
Marketers have turned away from mass marketing and they have concentrated more on integrated marketing. Marketing is a set of activities to create value exchange between business and customers (Shimp, 1993). It involves the exchange of information between producer and client (Pearson, 1996), it identifies essential customers’ needs (Hersey & Blanchard, 1988). Customers cannot differentiate between the sources of the messages as marketers. In terms of consumer advertising, messages from various data channels are merged and the boundaries often disappear. Conflicting messages from various data sources are the causes of the different images that people have from the company and the different products will be distorted. Firms cannot merge or integrate different communication channels, thereby establishing heterogeneous communication with customers
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