Open Access Open Access  Restricted Access Subscription Access

A Review and Analysis of the Role of Integrated Marketing Communication Message Typology in the Development of Communication Strategies


Affiliations
1 University of South Africa, South Africa
 

This conceptual paper proposes that communication strategies should be aligned to the IMC message typology in its entirety. In order to shed light on the role of IMC in the development of communication strategies a literature review was conducted. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages (unplanned, product, service) to ensure message consistency and maximum communication impact. In simple terms, an organisation should strive to match its brand promise made through planned messages with actual performance as reflected in its product, service, and unplanned messages. The paper provides a communication planning framework to organisations on how to use IMC message typology to ensure message consistency and maximum impact.

Keywords

IMC Message Typology, Marketing Communication Tools, Product Messages, Planned Messages, Unplanned Messages, Service Messages, Communication Strategy.
User
Notifications
Font Size

Abstract Views: 95

PDF Views: 18




  • A Review and Analysis of the Role of Integrated Marketing Communication Message Typology in the Development of Communication Strategies

Abstract Views: 95  |  PDF Views: 18

Authors

Takalani Mudzanani
University of South Africa, South Africa

Abstract


This conceptual paper proposes that communication strategies should be aligned to the IMC message typology in its entirety. In order to shed light on the role of IMC in the development of communication strategies a literature review was conducted. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages (unplanned, product, service) to ensure message consistency and maximum communication impact. In simple terms, an organisation should strive to match its brand promise made through planned messages with actual performance as reflected in its product, service, and unplanned messages. The paper provides a communication planning framework to organisations on how to use IMC message typology to ensure message consistency and maximum impact.

Keywords


IMC Message Typology, Marketing Communication Tools, Product Messages, Planned Messages, Unplanned Messages, Service Messages, Communication Strategy.