Penka Goranova, Steliana Vasileva
EMPIRICAL STUDY OF THE SYNERGISTIC EFFECT BETWEEN THE ELEMENTS OF INTEGRATED MARKETING COMMUNICATIONS
Summary:
The coupled use of the elements of Integrated Marketing Communications (IMC) allows them to be combined so that they can complement one another. The aim is to achieve a consistent and logical exposure of the communication messages in their harmony. Thus the overall impact on the target audience increases, which is especially useful when the company conducts low-budget campaigns. The aim of this paper is, based on the conclusions and findings of the empirical study of consumers’ attitudes towards the elements of Integrated Marketing Communications, to offer a tool for decision-making, which will increase the efficiency in the implementation of the IMC concepts of companies.
In connection with the purpose stated above, the following tasks are set:
to explore the essence of Integrated Marketing Communications and the reasons for their occurrence;
to outline the stages of developing a program for Integrated Marketing Communications;
to analyze the synergistic effect between the elements of Integrated Marketing Communications.
The paper proves the thesis that the synergistic effect between the elements of Integrated Marketing Communications is needed in the modern management of companies and as a result of its application the companies achieve better results than by using the IMC elements separately.
The conclusions and findings from the Confirmatory Factor Analysis that was conducted between the elements of Integrated Marketing Communications can be used as a reference in managing the communication policy of companies, and for refining and optimizing the budget allocation between the elements within the IMC concept.
