An Analysis of Imc Contact Audience Tools

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AN ANALYSIS OF IMC AUDIENCE CONTACT TOOLS

By GL Morgan

Topic: An Analysis of IMC Audience Contact Tools

Marketing Communications

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(2130 words )

Tables of Contents

I.Executive Summary…………………………………….……………………….1

II.Introduction…………………………………….………………………………..2

III.IMC Audience Contact Tool……………………….……………………………3

A.Broadcast media…………………………….……………………………3 B.Print Media………………………………….……………………………4 C.Public Relations And Publicity………………….……………………….4 D.Direct marketing…………………………………………………………5 E.Sales Promotion………………………………………………………….6 F.Sales Promotion………………………………………………………….6 G.Product placement…………………………………………….………….7 H.Sponsorship And Events………………………………….………………7 I.Word of mouth Advertising………………………………………………8 J.Point-of-purchase advertising……………………………………………8 K.Out of home media……………………………………………………….8

IV.Conclusion……………………………………………………………………….10

V.Reference………………………………………………………………………...11

I.Executive Summary

When it comes to an organization's success, Communication plays one of the most essential and important roles. A firm or company can have the best or most ingenious services or products, but if their internal and external communications are wanting, then the demand for their product or services can spell doom for a company or firm.

As a direct response to the above concern, many organizations are now using an integrated Marketing Communication system to ensure that customers get to know about their products and services and get swayed into taking action to buy those products and services. And at the heart of this are IMC audience contact tools which we are going to analyze in-depth.

II.Introduction

What is integrated Marketing Communication—often abbreviated as IMC—in the first place? Well, according to Wikipedia.org, Integrated Marketing Communications is a method where a firm or company coordinates all its promotional communications; gearing them towards creating a seamless experience for the client and presenting them with a design that enhances their brand name's core message. (Integrated marketing communications 2012).

The objective of an IMC strategy is to make all aspects of advertising communication such as advertising, sales deal, public connections, direct advertising, on-line communications and social networks work together as a joined force, instead of permitting each to work in seclusion. (Integrated marketing communications 2012).

But for more company success, integration goes beyond simply the fundamental IMC audience contact tools that we are going to analyze. There are other levels of integration such as Horizontal, Vertical, external, internal and Data integration that we will not focus on for now.

III.IMC Audience Contact Tool

Our focus is actually to analyze the IMC audience contact tools namely: broadcast media where we have TV and Radio; print media examplified by Newspapers and Magazines; there is Public Relations and Publicity; there is Direct marketing; Sales promotion, Product Placement; the events and sponsorship; world of mouth; Point of purchase which includes Displays and Packaging; there is Personal selling; and finally out of Home media.

A.Broadcast media
For a start broadcast media, is one of the most successful and measurable marketing strategies used by marketers. It involves advertising using broadcast and cable television and radio and Internet (Broadcast Advertising 2012). One principle advantage of this medium is that one can get their messages across to large crowds although the costs could be somewhat pricey for the TV and Radio. The internet on the other hand is quite cheap and has catapulted this medium to new heights. With the ever increasing number of internet enabled mobile phone usage, marketers have been presented with a very effective tool to...
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