WHAT EXPERTS TELL ABOUT INTEGRATED MARKETING COMMUNICATION FOR EFFECTIVE BUSINESS PROMOTION AND SALE STRATEGY

The expert’s study about integrated marketing communications for promotion and sales strategies ineffective business activities is the main objective of this study. We address the core gap here through a literature review that addresses integrated marketing communications in sales and promotions in every business. We found data from more than 50 articles on the economics of marketing and business communications in sales and promotion. After we found the data, we studied it comprehensively under the phenomenological approach to finding findings or answers that were valid and believed to be valid. Because this study was carried out during the implementation of public mobility restrictions, we tried secondary data with a search system with the help of Google Scholar on several scientific publications such as Google book, Taylor, Sagepub, and Elsevier. Based on the existing data and discussion of the results, we conclude that a successful integrated marketing communication will establish a core message, emphasize the competitive advantage, address the right target market, and adapt the message to suit supporting media channels. The message is essentially the same across platforms, but the delivery mechanism varies.


INTRODUCTION
Integrated marketing communication is a critical study in science and business practice in the global era to survive and win the tough competition (Villarreal, 2010;Sudarmo et al., 2021;Ariani, 2021). The study of facilitated publication correspondence usually understands how business strategies can be forwarded with comparative messages across all marketing media. The main reason for studying this kind of communication activity is that business people can influence many consumers with a significant part in it that can touch the level of understanding and connection (Rehman and Ibrahim, 2011).
Usually, the part of communication used in the promotion business is small selling and significant selling. Low-time selling for the present situation combines publication, promotion, integrated communication, and utterly discreet communication to influence potential customers to the level of insight to partnering. Of course, solid sales, which combines personal selling, direct selling, and organizational development, are used to influence groups of prospects (Isaenko and Tarasov, 2014).
Business people need to understand and implement an integrated marketing communication strategy with an advanced framework as a joint publication correspondence is fully prepared to assist each exhibition in the association in achieving its business targets (Blakeman, 2018;Nuraini et al., 2021). They consider that this integrated communication is still like communication to forward a reliable marketing message so that every potential customer can receive and understand the information obtained when doing business transactions later. The integrated communication strategy is also essential in building the company's brand image. Because all the parts contained in a brand will be in the same way combined and will be more easily recognized by customers, so this kind of communication is also essential to drive the customer experience before they come to the transaction. In the high-level world of business, every group is not only looking for the thing or organization they need; they also need an experience that can truly satisfy their longing. Moreover, today's business is run in the context of competition, not only locally, nationally, and even internationally (Kitchen and Burgmann, 2010).
Besides having the option to reinforce a strong message in the group's character, this integrated communication is also ready to turn into an undeniable message and reason in business (Mihart, 2012). Implementing the integrated marketing communication strategy What Experts Tell About ….. 50 that we use as the core of the problem in this study is to have several objectives that underlie each cash supervisor in advancing an item with the correspondence of a joint exhibition. Join promoting correspondence is done to convey all messages in one way reliably. Until the end, the buyer understands and understands the message contained in an item (Barker, 2013). In the end, an integrated marketing strategy can develop a good effect on the brand or company. They are not limited to messages about a thing but things that clients will see better. Associated with these extraordinary characteristics are logos, content, and voice messages that can be conveyed well, so they need to create a brand that is easier to know and review by the broader consumer community (Wheeler, 2017).
According to Finne and Grönroos, (2009) creating a structured and integrated comics strategy helps build good customer inclusion. After all, based on the subtle developments in the high-level world, buyers are not only looking for things subject to quality and organization. Clients moreover need things that have a picture that fits their needs. With messages of valuables in unified follow-up correspondence, buyers who have experienced goods can similarly choose how goods messages can be given to individuals as a general rule to make good profits for the association (Luxton et al., 2015). Various examples of integrated marketing communications will be the subject of this study. We chose this study considering that such communication is beneficial for marketing managers and product business promotions, but there are also other benefits of integrated marketing communication, highlighting competitive advantages that can drive high sales. For companies that tend to be minor, like startups, an integrated marketing communications strategy helps quickly draw customers to the buying stage. Based on this evidence, we are interested in presenting the findings in the next section (Kitchen and Burgmann, 2010).

RESEARCH METHOD
The primary goal of this research is to find out what professionals have learned about integrated marketing communications for unsuccessful company promotion and sales tactics. We bridge the gap here by doing a literature study on integrated marketing communications in sales and promotion in all businesses (Damgaard et al., 2001). We gathered information from over 50 publications on marketing economics and corporate communications in sales and promotion. After we have found the data, we use a What Experts Tell About ….. 51 phenomenological method to examine it thoroughly to discover results or responses that are both valid and perceived to be genuine. Because this study was performed at the introduction of public mobility limitations, we used secondary data from Google Scholar on many scientific papers published in the past ten years, such as Google book, Taylor, Sagepub, and Elsevier, to bring our results up to date. In reporting and evaluating data, we follow the direction of qualitative research (Doz, 2011).

RESULTS AND DISCUSSION
This section will describe and discuss the results of a particular study on several papers published in high-impact journals interested in discussing how the need for integrated marketing communications is to market business products in the current digital era.

Publish promotions continuously
Promoting correspondence in the advanced economy can hardly be underestimated, and the goods are constant. The timing of this change is visible here, reporting on the progress by organizations and offices from an emphasis on the independent custom correspondence component to where all components are combined. The combination is driven by innovative advances, media discontinuity, market demassification, and severe stressors. According to Kitchen and Burgmann, (2010) incorporating advertising communications is one type of progress completed by sensitive sales that must be published. Because in it, advancing helps show the superiority of an object and understanding its position, which deviates from various things. Overall, publications can be used in various media, such as TV, online media, radio, and others. What Experts Tell About ….. 52 also reported a similar study, which successfully integrated marketing communications in travel marketing journals.
In the same way, publications are also crucial for providing buyers with data about a brand. The basic model is to exhibit informative publications; the remarkable progress reliably gives the impression and desire for reliable data to emerge in the client's character.
For this reason, the findings of Naumovska and Blazeska, (2016) with a study of correspondence-based advertising models display coordinated. The featured and hypothetical correspondence industry is facing rapid changes according to the concerns of businesses and societies worldwide. The most executed instrument for displaying correspondence -promotes, loses its power to attract interchanges; clients become overly publicized and immune to the usual increase in publications. Promoting business products because of the extensive single-way correspondence communication tools so far have not been as successful as before, so currently cannot fulfill the task of driving the promotional mix tools. A similar study was also conducted by Juska, (2017) who said that integrated marketing communication could be in the form of advertising and promotion with the help of digital technology tools.

Online promotion
Following the views is from Papasolomou and Melanthiou, (2012) who said that online media is the best new companion for marketing advertising today globally. The success of promotional efforts and coordination of advertising correspondence is influenced by the exciting use of the progress of data correspondence, including the almost evenly distributed use of the InternetInternet in every community, both in cities and remote areas.
With online media on the rise, some might say that traditional performance rehearsals, as far as we know, are going to be eliminated. The essence of this exploration is to distinguish and talk about the development of ubiquitous online media and investigate the expected effect on promoting practice.
Likewise, the views of Bara et al., (2021) were an essential part. What Experts Tell About ….. 53 speculation as a condensation for Stimulus-Organism-Response (SOR), which affects how human personality responds to the design of online communication media, which is increasingly in demand by the community today. It turns out that the digital online problem in the current era has become an important issue that beats print media even in remote areas (Yamin, 2017). He said that the impact of digital marketing as an effective means of marketing communication is seen in the behavior of consumers in Bangladesh.
Continuation of online advertising, Melović et al., (2020)  Additionally, as customer care is fundamental for promoting, publicizing ought to be moreover conceivable directly. This system is one way for likely customers to become more familiar with association or brand more. This method ought to be done pleasantly and exuberantly, to have the choice to give a positive impression to customers and welcome them to return. Promoting is a sort of facilitated displaying correspondence to extend purchaser trust in the picture and things.

Advancement through sales promotion
Advertising is one of the most remarkable advances in product offerings in an integrated marketing communications strategy. The simple model is limit and easy; each overall financial manager will do free one-get-one promotion or discounted food prices The following study by Alimpic, (2014) also proves the adequacy of transaction progress instruments from the consumer's point of view. The motivation behind this exploration is to understand how effective the transaction progress method is in causing changes in client behavior. Information is broken down using two measurable/econometric strategies: ANOVA and T-test to achieve this goal. As per discovery, limits and extra packages are the most productive method of increasing offers to inspire the best response from clients.

Business promo through events and experience
Findings from Briciu and Briciu, (2020)

Deals through direct selling
Create and carry out a planned promotional correspondence process that includes promoting a mixed philosophy to be presented and carrying out different efforts that have been chosen, according to Ruswanti et al., (2019). They evaluated the impact of advertising, sales promotion, personal selling, and direct selling on vegetable purchase intent in West Jakarta retail. The body needs ordinary food to be consistently strong, regardless of expense. Buyers will eat non-ordinary veggies daily since they are more costly than common vegetables. This study aims to see whether common veggies can be introduced to regular customers via publicity, bargaining, individual selling, and direct  Pearson, (2016) found that generating economic value from customer connections direct strengthens brands.
The study of Hanifah et al., (2017)  Many business-to-business organizations anticipate that their salespeople should leverage online business channels to clients as an elective approach to buying in the computerized economy. However, salespeople are often reluctant to follow this method, which is rarely analyzed by academic research despite its functional significance. Content creators develop a hypothetical structure that describes the critical determinants of online retail channel salesman progress. The same thing was done by Tarkiainen, (2020) who tested how to handle the benefits of selling socially in a company that was just a startup.

Reasons for integrated marketing communications strategy
Several steps must be taken to achieve the best results in implementing a coordinated advertising communication methodology, to be more specific, for example, wanting to separate an advertising marketing situation, the method is to examine the advantages and disadvantages of using certified data, understand the signs of the problem, and also find actions. David and Martina, (2011) believe through situational assessment that the process of looking at an association and its opposites depend on the size and share of the market, the history of the bargain, including costs and benefits, use of promotions, nature, and type of customers and it is only a hint of something bigger. (Key and Czaplewski, 2017).
Use genuine reviews; situational checks describe anticipated customers, surveys that project a turn of events, assess competitors, and make reasonable business evaluations. It remembers focusing on a clear goal, being alert, and recognizing the parts that help or hinder objections (Suzuki, 2017). The business makes the promotion state test. Organize a state check; businesses must consider the difficulties and patterns that may affect the company's promotional program, be prepared for the financial cycle, and check the current status of business opponents. Once marketing has identified these dangers and loopholes, businesses need to provide a realistic idea of reacting to them.
Separate the information provided, one way is to understand the delayed effects of the examination on each response from obtaining information, the stages in sending information, and the information media used. Market inspection is the most widely recognized method of gathering information about markets within an industry (Scoboria and Fisico, 2013). The company check considers the components of the market and what is