African Journal of Marketing Management
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Article Number - BD2276C55790


Vol.7(8), pp. 90-97 , October 2015
DOI: 10.5897/AJMM2015.0475
ISSN: 2141-2421



Review

A review and analysis of the role of integrated marketing communication message typology in the development of communication strategies



Mudzanani, Takalani
  • Mudzanani, Takalani
  • University of South Africa, South Africa
  • Google Scholar







 Received: 03 September 2015  Accepted: 06 October 2015  Published: 31 October 2015

Copyright © 2015 Author(s) retain the copyright of this article.
This article is published under the terms of the Creative Commons Attribution License 4.0


This conceptual paper proposes that communication strategies should be aligned to the IMC message typology in its entirety. In order to shed light on the role of IMC in the development of communication strategies a literature review was conducted. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages (unplanned, product, service) to ensure message consistency and maximum communication impact. In simple terms, an organisation should strive to match its brand promise made through planned messages with actual performance as reflected in its product, service, and unplanned messages. The paper provides a communication planning framework to organisations on how to use IMC message typology to ensure message consistency and maximum impact.

 

Key words: IMC message typology, marketing communication tools, product messages, planned messages, unplanned messages, service messages, communication strategy.

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APA Takalani, M. (2015). A review and analysis of the role of integrated marketing communication message typology in the development of communication strategies. African Journal of Marketing Management, 7(8), 90-97.
Chicago Mudzanani, Takalani. "A review and analysis of the role of integrated marketing communication message typology in the development of communication strategies." African Journal of Marketing Management 7, no. 8 (2015): 90-97.
MLA Mudzanani, Takalani. "A review and analysis of the role of integrated marketing communication message typology in the development of communication strategies." African Journal of Marketing Management 7.8 (2015): 90-97.
   
DOI 10.5897/AJMM2015.0475
URL http://academicjournals.org/journal/AJMM/article-abstract/BD2276C55790

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