Integrated communication designates the process of all-comprehensive and interlaced, but purposeful communication in marketing and in the public work. It covers analysis, planning, organization, execution and control (= management) of entire internal and external communication of enterprises, organizations or persons with the goal of ensuring consistent and one on the other co-ordinated enterprise communication.

Modern enterprise communication uses numerous ways, in order to communicate with the respective target groups. Integrated communication has the task to provide from the varieties of the assigned instruments and measures of internal and external communication a communication system assertible closed in itself and in order to obtain an appearance consistent for the target groups of communication over the enterprise and/or over a reference object of the enterprise (e.g. products, services, in addition, ideas or opinions). An example of use within the political range (agenda Setting) supplies the initiative new one social free-market economy.

Integrated communication takes place on two levels, on the one hand on the level of total communication (as planning and co-ordination) and on the other hand on the level of the communication instruments.

Characteristics of integrated communication

• Integrated communication is a goal of enterprise communication
• Integrated communication is a management process
• Integrated communication covers all internal and external communication instruments
• Integrated communication is aligned to create a unit in communication
• Integrated communication is to increase the efficiency of communication
• Integrated communication is related in the result to produce a uniform appearance at the target groups
• Integrated communication is the condition for the relevant mark strategy of an enterprise.

Possible goals of integrated communication

• Uniform appearance and higher customer acceptance
• Realization of synergies with the employment of different communication instruments
• Increase of the motivation and identification of the coworkers
• Improvement of the target group speech
• Agreement of self and foreign picture
• Differentiation in the competition
• Improvement of the controllability of the achievement of kommunikativer measures
• Reduction "“information overload"”
• Realization of Kostensenkungspotenzialen

Interlaced communication management

• exact definition of the enterprise/communication goals
• contentwise, formal and temporal integration of communication
• co-ordinated employment of the individual equipments

See also

• Crossmedia
• CROSS Media Publishing
• Publication
• Manfred Bruhn
• Bentele

Literature

• Manfred Bruhn: Integrated communication. Gabler, 1999, ISBN 3-409-11590-0
• Manfred Bruhn: Integrated enterprise and mark communication. Poeschel, 2003, ISBN 3-7910-2090-0
• Karin Kirchner: Integrated enterprise communication. Theoretical and empirical stocktaking and an analysis of American large-scale enterprises. VS publishing house for social sciences, 2001, ISBN 3-531-13646-1
• Don E. Schultz: The new marketing Paradigm: Integrated marketing Communications. McGraw Hill Companies, 1996, ISBN 0-8442-3452-4

Articles in category "Integrated communication"

We found here 2 articles.

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