With the launch of the first edition of Integrated marketing
communication (IMC) in 2001, it was the first title with this
title; currently it still is. In recent international publications
on this topic, authors have questioned the use of the concept IMC,
preferring integrated brand promotion (IBP). These authors argue
that IMC emphasises the communication effort, but that IBP goes
beyond this, and they postulate that coordinated promotional
messages need to have brand-building effects and not just
communication effects. By implication it can be deduced from that
statement that integrated marketing communication does not contain
brand-building effects - which, of course, is not true. The use of
the term promotion is also too limiting and refers to a specific
communication device, therefore the authors of this book contend
that IMC is still valid. The authors' view is that the brand is
crucial and must be the focus when the situation and strategy
require it. The central role of brand has been addressed in this
title, and the importance is frequently mentioned in the various
applications of the IMC elements. Since the publication of the
second edition in 2005, valuable comments have been received from
users. The validity of information was re-assessed, and new updates
were made in terms of theory and South African market statistics.
In addition, new cases have been included in various chapters,
measurement techniques have been added in each chapter and more
examples have been included.
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