Literature survey is a study involving a collection of literature is the selected area of research in which the researcher has limited experience, therefore critical examination and comparison of literature to have a better understanding of research area is necessary.
During the process of literature survey for this research, the following important literature was collected.This Chapter presents a theoretical background of the effectiveness of integrated marketing communication. Various literatures focusing on Effectiveness of advertisements, Personal selling, Publicity, sales promotion, direct marketing and digital marketing are critically analysed and presented. Literatures on effectiveness of integrated marketing communication are also analysed.
This chapter will also address the first objective of the study to analyze the influencing factors in formulating the integrated marketing communication strategies for housing projects in Bangalore urban district.2.1 MARKETING COMMUNICATION EFFECTIVENESSMarketing communication is a crucial tool in any organisation’s strategic marketing efforts, and may include the use of advertising, public relations and publicity, personal selling, sales promotion, and direct and interactive marketing, or a combination thereof (Kotler, 2003). The objectives of a marketing communication strategy they generally involve informing, persuading and reminding a target audience about the organisation’s market offerings (Ferrel & Hartline, 2008) in order to buildawareness of and demand for that organisation’s market offerings (Schiffman, Kanuk & Wisenblit, 2010).Solcansky and Simberova (2010)researched on the importance of marketing measurement with a special focus on describing the most important marketing methods that can be successfully used in practice. They studied the method of ABC (Activity Based Costing), index ROI (Return on Investment) and ROMI (Return on Marketing Investment).
The study also explored the dependence of revenue development on marketing spending, and on how the marketing department can quantify the effectiveness of its activities. The improvement of the company’s effectiveness is possible only if the activities are numerically evaluated to show the progress and the growth. Therefore, the study proposed that the current marketing effort to come up with a method which can comprehensively evaluate the company activities.Jerman and Zavrsnik (2012) discussed the managerial implications of marketing communications in a B2B market, with a focus on its effectiveness and impact on organizational performance.
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They argued that while any company can develop a marketing communication program regardless of size or budget, the key to implementing a successful program is to incorporate measurement and analysis right from the beginning. The increasing call for accountability of significant marketing communication spending leads to the context of marketing communication
