Critical Review Essay Example | Topics and Well Written Essays - 2500 words - 2

Critical Review - Essay Example There is a common understanding that consumers require information to know about products that have the potential to satisfy their top needs. Information channels that avail the products details consumers want have a place in the current market. The following review will focus on the objectives of integrated marketing communication, the way IMC has developed over the years, review of academic studies, the role of consumers and communication channels in the purchase decision-making process. Understanding consumer behaviour also calls for an evaluation of the proposed IMC model and unearth the strengths and weaknesses. The review further considers the consumer segmentation to know the attributes they look for when making purchase decisions. The re-evaluation also criticizes some of the approaches the author uses to discuss the aspects of integrated marketing communication with respect to consumer behaviour and the ultimate consumer decision-making process. The article is entitled Impact of Integrated Marketing Communication on Consumer Behaviour written by Camelia Mihart. The author uses a comparison of studies to highlight the impact of IMC on the consumer behaviour and decisions they make concerning purchasing. The article features a structured comprehensive flow that starts with an abstract and ends with a model of IMC. The model has been deduced from the studies explored in the literature review section. The author has used the literature review section to explore IMC impact despite myriad of authors studying the topic in the past. Highlighting objectives of integrated marketing communications (IMC) with respect to consumer behaviour is relevant. Companies must keep competition at bay by understanding how consumers behave and providing them with their needs on prompt basis. Consumer satisfaction is far more important than availing the needs that match their tastes and preferences, which is the foundation of integrated marketing communication or