The Role and importance of intagrated marketing communication in branding process

ABSTRACTFundamental changes, since 1980s, have been experienced by the marketing World.Technological development which has especially eliminated the problems arisen from theproduction, also together with the alternatives it created in the media sphere, has transferred thecompetition to the field of competition.In our present day wherein the advanced technology and intensive competitive environmenthave been prevailing, the rules of marketing have become changed and the demands and needsof consumers, together with their behaviors shown towards the purchasing, have becomedifferentiated and due to the prevailing density of messages, it has become difficult to reach theconsumers and the effects of traditional advertising/marketing have become declined.Within this newly created environment, it seems that the firms, in spite of the existing financialinvestments, are nomore able to establish a contact with the consumers who are present on thespot of purchasing because the consumers who portray an appearance which is completelydifferent from their demographical characteristics, living styles, familial patterns, expectationsfrom the life demands and needs, have been successful to turn the marketing power balance intheir favor.Firms have become aware of the fact that they, in order to establish a contact with thetargeted masses of customer, had to choose the process of becoming a renowned brand aftercreating differences.A successful process of becoming a renowned brand, along with the production of qualityproducts and establishment of a special tie between the products and consumer, has beencomprising the offer of that product by also giving it sentimental and psychological values. Aharmonious brand image which is created both for the product and firm, after creating a brandfaithfulness on the consumers, has been driving them to a point where they will commit the act ofpurchasing. In our present day, in order to occupy an important and permanent place in the mindsof consumers, especially the brand awareness and concept, must be adopted as a culture in thewhole structure of firm and it has to be ensured that the process of becoming a renowned brandshould be regarded as a style of living, not a final objective.In regard with the process of becoming a renowned brand, up to the recent time, the separatestudies were being conducted for the issues of marketing, advertisement, public relations,personal sale efforts and other fields. Since the efforts and messages of each unit, went to adifferent direction due to this confused structure, the purchasing behaviors expected from theconsumers, were not being realized. This was leading to an important financial loss and waste oftime.Firms, during the recent years, in order to achieve correct positions, have started to adopt theapproaches which are focused on the customer and communications. An integrated marketingcommunications environment which is depending on the basis of getting organized within theframework of a single concept involving the other marketing elements and different fields such asthe personal sale efforts, promotional activities for sale, advertisement, public relations, activitiesexercise on the sale spot, as well as Various sponsorships and direct marketing, is presenting analternative position in this regard.The factors such as the establishment of a bidirectional communications, and making anextreme use of strategical planning a single voice and image thanks to the separation of marketand targeted populations and integration of promotional mix elements, have been discriminatingthe integrated marketing communications environment from the other traditional understandingsof marketing.Although some firms might have resisted against such new approaches, it is now generallyaccepted that the integrated marketing communications environment has been functioning welland providing great benefits towards protecting the power of brand and marketing share.The main obstacle is the uncertainty that stays on the practical side of this new approachbecause no recommendations which are faced towards the implementation, have taken place sofor on any of the recommended integrated marketing models. In other words, no certainconclusion has been achieved in order to bring out the person or persons who are consideredresponsible from strategically planning and managing such a complicated process.Recently there exists some discussions which are concentrated on the suggestion that themethod pertaining to the marketing process, should be managed by the public relationsdepartment on the grounds of their skill and proficiency existing in the field of communications.Owing to the fact that the integrated marketing communications environment, as to create asynergy, has been combining the functions and benefits of advertisement, public relations,personal sale efforts and sales promotions respectively for widespread access, a reliable andrespectful image and permanent customer relations, it must not be ignored that the movement ofany of these units which are considered important in this sense, to the forefront, will indeed be incontradictory with the spirit of integration.The most important thing is the existence of a top level management which adopts theintegrated marketing communications environment as a approach, and also its success achievedin the coordination among the units.