The IMC approach in marketing planning and strategy has been gaining popularity since 1990’s and is being adopted by both large and small companies. The proponents of IMC argue that it is one of the easiest ways for a company to maximize return on its investments in marketing and promotions. Some of the reasons for growing importance of IMC are given below: * Marketing budget being shifted to consumer & Trade promotions. * Retailers becoming more powerful & dominating manufacturers. * New tools target specific rather mass media & are economical. * Internet & e-commerce have redefined way business is done & the way companies interact with consumers. * Companies emphasize communication with consumers.
* Advertisers want more accountability of advertising agencies & the change is taking place rapidly. * There is rapid growth & development of database marketing. The tools used to accomplish an organization’s communication objectives are refer to as promotional mix. Promotional mix has various elements that need to be appropriately chosen to design and integrated marketing communication campaign these elements which comprise IMC are illustrated below:
“IMC is a cross-functional process for creating and nourishing a profitable relationship with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging purposeful dialogue with them” (Baker and Mitchell, 2000)
Duncan and Everett (1993) also highlight the importance of the unified message and define IMC as: “The strategic coordination of all messages and media used by an organization to influence its perceived brand value” The most widely used definition in present day IMC literature, and considered much tighter than Schultz’s (1993) “big picture” definition is the one developed by a task force from the American Association of Advertising Agencies (AAAA) reported by...