Uloga i značaj integrisanih marketing komunikacija za kreiranje marke uslužnih organizacija

Abstract

Intense competition, dynamic business conditions, development, and increasing application of modern information and communication technologies have caused changes in the way of performing business activities of service organizations and in achieving communication with consumers. In such conditions, it is necessary for organizations to analyze the impact of marketing messages on consumer attitudes and preferences and to adjust the marketing communication strategy accordingly. Integrated Marketing Communications (IMC) play a significant role in the efforts of organizations to communicate effectively with target consumer segments. The concept of IMC represents a paradigm shift from mass marketing to consumer orientation. The goal is to achieve a coordinated approach in combining the instruments of the promotional mix and developing a marketing communication strategy. Effectively achieving a defined goal means that all forms of marketing communication deliver a consistent message. Integrated marketing communications create consumer awareness of the brand, encourage positive reactions to the brand, contribute to the establishment, development, and maintenance of long-term relationships of the organization with consumers. Their role is to create a positive image and a good brand position by integrating all marketing instruments. As an important strategic tool, a valuable brand enables organizations to achieve a better position in the market, greater profitability, and competitiveness. In modern conditions where organizations and consumers face numerous opportunities and when it is more difficult for them to make a choice, the valuable brand simplifies making a purchase decision. The brand communicates with consumers through its value. It gives them a relevant and distinctive promise, facilitates the choice and decision to purchase, minimizes perceived risk. As a guarantee of quality, the brand is an instrument for attracting and retaining consumers.