"Integrated Marketing Communication: Creating Brand Communities, A Case Study"

Abstract

Integrated marketing communication (IMC) has been the subject of much debate and criticism in regards to its unintended effects on external audiences and internal stakeholders. Critics of IMC question whether the promises of the strategy – complete organizational integration, two-way communication with consumers, internal cooperation and the ability to control message interpretation – can be achieved in today’s technology-mediated environment. Concerns have increased in proportionately to the use of social networking channels. According to Moran and Gossieaux (2010) “people united by nothing more than a common interest can now have a voice equal to that of corporations; companies no longer exclusively control the platforms on which messages are sent” (p 237). By raising these issues, in addition to explicating the barriers faced by organizations implementing IMC programs, researchers have raised several issues about the overall outcomes and applicability of IMC in an organizational overall communication strategy. These issues will be discussed further in terms of the viability and strengths of IMC as a long-term approach to business communication. A case study will provide for supporting evidence for best practices in managing an integrated marketing communication strategy.