Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. Too often, marketing communications focus on overcoming immediate awareness, image, or preference problems in the target market. But this approach to communication is too shortsighted. Today, marketers are moving toward viewing communications as managing the customer relationship over time. Because customers differ, communications programs need to be developed for specific segments, niches, and even individuals. And, given the new interactive communications technologies, companies must ask not only, "How can we reach our customers?" but also, "How can we find ways to let our customers reach us?"
Communication refers to the process by which the information is transmitted and understood between two or more people.Transmitting the sender’s intended meaning is the essence of effective communication. Communication involves two people – a sender and a receiver. One person alone cannot communicate.
Communication has been defined as a continuous process in which the exchange of ideas and information takes place among different persons.
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It has been pointed out in the characteristics of communication that it is a circular process which means that there are various steps one after the other.
The process of communication is repeated time and again because the work continues unabated in a business organisation and no work can be accomplished without completing the process of communication.