Posted by: Female Perspective | October 16, 2010

Chapter 10: Integrated Communication

Chapter 10: Integrated Communication

The text describes integrated communication as “a dynamic communication practice aimed at advancing not just the marketing plan, but the overall operating or business plan of the firm and in doing so aligning brand with reputation.” In other words, it is taking all the different areas of a company and using them to strengthen the relationship between the company’s brand and reputation.

Integrated communication is a tool of marketing to create and get new customers.  It represents a hook that helps “create, capture and sustain value.” It gives products a purpose or niche to fill based on the specific requirements of a consumer market.

The IC Hook model “illustrates the parallel roles of communications and marketing.”  The four separate quadrants represent the role that IC plays in assisting the marketing of a new product: analyze marketing components, construct value proposition, set pricing: capturing and sustaining value, and devise and execute: the marketing mix.

**all this information came from the book, Reputation Management by John Doorley


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