Question

Question/Task: Discuss the role of integrated marketing communication in international marketing. You can take a company or brand as example to explain the concept.

Answer 1

International marketing needs to make use of the company's ability to present all their processes, communications, messages and marketing practices in a way which connects it all together. What this means is that everything the company does, need to have a common message and therefore, need to be relatable to their brand image creating the necessary sense of cohesiveness in approach from them. International marketing is different from marketing processes in the domestic market, mainly because the perception of brand value is even greater in an international scenario and the presence of a larger number of variables makes it difficult for the company to standardize their approach, especially when there is immense implication of culture and the differences in the understanding of the target audience. Horizontal integration occurs in the company's functions, making it so that the functions such as production, finance, distribution, and communication need to act as a single unit.

For example, the campaign “Be more dog” by for 02 has can clearly be defined as an integrated marketing communication campaign.