Integrated Мarketing Communications as a Function of Brand Development

Date

2014

Authors

Melović, Boban
Mitrović, S
Djokaj, A
Nesic, A
Leković, Miljan

Journal Title

Journal ISSN

Volume Title

Publisher

Construction of unique buildings and structures

Abstract

Modern brand management represents the integrated management of all contacts of the brand with the consumer. Brand is also an instrument and a subject of market communications. In this respect, it is necessary to harmonize the different forms of communication with the company’s defined brand strategy. Authors put forward the hypothesis that the appropriate choice of the communication resources and the message sent to consumer are in direct positive correlation with effects that can be produced to existing and potential customers in order to stimulate the purchase. The ultimate goal is to devise a communication method (message) which would be adequately understood and received in the appropriate environment and that would produce the desired effects for the advertisers.

Description

Keywords

integrated marketing communications, brand, promotion, communication, message

Citation