For many years, the predominant promotional activity in many companies was mass media advertising. Companies relied primarily on advertising agencies and in almost all bc data vietnam areas of marketing communication.
Although many entrepreneurs did use other promotional and marketing communication tools, sales promotion and direct marketing agencies and packaging design firms were often viewed as auxiliary services that were usually contracted for specific projects. Public relations agencies served to handle the ongoing unpaid advertising, image, and public affairs of companies, without necessarily being seen as participants in the overall marketing communication process.
Many companies have gradually shifted from the integrated marketing communications process, which involves coordinating the various promotional elements and other marketing activities that serve to engage with the company's customers. The shift toward integrated marketing communications also reflects an adaptation by business people to a changing, competitive and globalized environment, particularly in relation to consumer demographics, lifestyles, media use, purchasing habits and product or service searches.
More and more consumers are surfing the Internet. Some online services, such as those of LAN and other commercial airline companies, for example, have websites for planning flights, searching for special rates, booking and purchasing tickets and hotel rooms.
Many organizations have realized that effective communication with customers and other stakeholders involves much more than traditional communication tools. Many business owners, as well as advertising agencies, are adopting integrated marketing communications and total communications approaches to create and sustain relationships between the company or brand and its customers. In the field of marketing communications, Belch (2012) [1] points out that all messages must be communicated and received on a platform of strategic and executive coherence to create congruent perceptions in customers and other stakeholders. This requires the integration of the various marketing communication messages and the functions of the various promotional facilitators, such as advertising agencies, public relations firms, sales promotion specialists, packaging design companies, direct response specialists and interactive agencies. The objective is to communicate with a single voice, look and feel across all marketing communications functions, and to identify and position the company, brand or both consistently. Therefore, a model of the integrated marketing communications planning process is developed, which shows the decision sequences in the development and execution of the integrated marketing communications program, represented in the following figure.
