The presence of synergy represents a key feature in planning marketing activities using integrating marketing communication approach. By combining different multimedia activities, companies are able to benefit from synergy between integrated communication channels. In the presence of synergy, optimal media budget allocation, optimal media mix and advertising carry-over effects differ. The extension of a marketing-mix model provides an insight into how different components of the model interact and elucidate the causes of main and side effects resulting in instant sales and brand awareness over time. In order to understand relationships between different components of the integrated marketing communications model, indicators for four communication channels were integrated into the model. Along with four communication channels an empirical tool for evaluating marketing effectiveness in decision-making processes was developed. Such a tool is very important, since the multichannel marketing environment presents a challenge for marketers and a major source of financial input for companies.
|Title of host publication||Towards Solving the Social Science Challenges with Computing Methods|
|Editors||Biljana Mileva Boshkoska|
|Place of Publication||Frankfurt am Main, Berlin, Bern, Bruxelles, New York, Oxford, Wien,|
|Number of pages||12|
|Publication status||Published - 31 May 2015|