Integration is not easy to achieve but when it is achieved, the 4 Es Essay

Integration is not easy to achieve but when it is achieved, the 4 Es and 4 Cs of IMC create the synergistic benefits of integration - judge ExampleHowever, with lots of choices including the medias bombardment of potential customers with the right messages, this is having no effect to the potential (Figen, 2006).An effective integrate Marketing Communications (IMC) which will join multi-channels, synchronize chat and group together the three aspects of communications advertisement, public relations and marketing towards relating intimately with the customers, is the only solution viable for firms to reap the benefits of marketing. This is do possible by the use of both online and offline marketing channel with complementary media to ensure consistency in the delivery of message.Sometimes even with an effective Integrated Marketing Communications program, firms need have a competitive advantage over other similar firms in the industry and should therefore include the 4Es and the 4Cs on Integrated Marketing communications to create the synergistic benefits of integration. Broderick and Pickton (2005 28) rightfully state that Integration is not easy to achieve but when it is achieved, the 4 Es and 4 Cs of IMC create the synergistic benefits of integration in this respect. The following suggestions will discuss the integration of the 4Cs and the 4Es within IMC.The 4Cs of communication propose that incorporate marketing communications should have consistency, coherence, continuity and be complementary while the 4Es propose integrated marketing communications should be economical, efficient, enhancing and effective (Figen 34).Being economical involves using minimum resources, time and strategies necessary for effective consideration and most importantly, being vigilant with money to avoid overspending. To ensure profitability for any firm, Integrated Marketing Communication should be economical. Costs incurred in running integrated marketing communication shou ld not exceed or level with the expected returns. To