Once we identify the concept of integrated communication is important that we clarify the difference with general communication. Handbook of public relations, advertising and communications, José Daniel Barquero Cabrero, Mario Barquero Cabrero, Page 219
The CI is a strategic tool within businesses, which combines various communication activities, to discuss the origins of the CI, it is important to first know the history general communication. Later
integral communication, begins in the nineteenth century, in a time of change and upheaval brought by the industrial revolution. All that seemed unshakable foundations begin to change. Events are occurring which create a society based on new ways of thinking and doing, speaking of economic liberalism of supply and demand birth of big business, class society, expansion of markets, exhibitions, consumer finance, retail and wholesale, romanticism, realism, imperialism, crisis, social movements, new countries, the struggle for fundamental rights, securities and desire for progress.
The evolution of economic activity and the appearances of the capitalist spirit were two conditions that are conducive to developing advertising, however it would take to set up your own operating system. The bases that support the integral development of advertising are:
Increased production posed by the need to activate the demand and to differentiate products and enforce.
The development of media, that make possible the mass dissemination of messages.
The fight for the right to freedom of expression, which is of great value to the plurality of media.
The configuration of the advertising profession, which should create the necessary structures and develop techniques to improve the process of creating and distributing campaigns and thereby ensure maximum achievement of the objectives of advertisers.
Economic development raises four events, at a particular time in history, occur first.
Increased movement of buying and selling, until then limited by conditions of any kind.
The diversification of products and services, enabling consumers and customers to choose between different options.
The growth of competition, which increases with the overall economic development and new production and trade.
surplus product that gives back to the mentality of manufacturers, until now only awaiting its production capacity.
The fight for the right to freedom of expression, which is of great value to the plurality of media.
The configuration of the advertising profession, which should create the necessary structures and develop techniques to improve the process of creating and distributing campaigns and thereby ensure maximum achievement of the objectives of advertisers.
Economic development raises four events, at a particular time in history, occur first.
Increased movement of buying and selling, until then limited by conditions of any kind.
The diversification of products and services, enabling consumers and customers to choose between different options.
The growth of competition, which increases with the overall economic development and new production and trade.
surplus product that gives back to the mentality of manufacturers, until now only awaiting its production capacity.
The problem is not having a production enough, but to dispose of the products can be manufactured more quickly and with less cost. In this situation, the advertising is seen as a valid formula to make known to influence the supply and sales, without this leading to preclude their use by other non-commercial organizations.
The relationship between business and the media begins to mature, they can share their needs. The Company is fully communicate the existence of products and services and get sales and contracts, the media is to disseminate information and opinion on events affecting the community they target. Both have a common target, therefore, any manufacturer or trader who wants to publicize its message can be inserted into the media. Them to transfer part of its space, manage financing they need to survive or grow, as the sale of copies is not enough.
The two activities, business and journalism, technical advances in an ally that has revolutionized their potential. By increasing the rolls, newspapers, now cheaper to extend the number of readers and businesses view them as an ever more effective in achieving their goals of fame and acceptance. There are several examples of these types of integrated communication of a way for us old.
Modern history gives advertising a vital role in business and communication system that is reinforced in the contemporary era, where the combination of various communication activities generates the start of integrated communication.
0 comments:
Post a Comment