Integrated Marketing Communication

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According to Don Schultz: IMC is the process of developing and implementing various forms of persuasive communication programs with customers and prospects over time. The goal of IMC is to influence or directly affect the behaviour of the selected audience. IMC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages. Further, IMC makes use of all forms of communication which are relevant to the customer or prospect, and to which they might be receptive. In sum, the IMC process starts with the customer or prospect and then works back to determine and define the forms and methods through which persuasive communications methods should be developed. Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from email, banner to latest web related channels for webinar, blog, micro-blogging, Internet TV etc. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion).

The goal of selecting the elements of proposed integrated marketing communications is to create a campaign that is effective and consistent across media platforms. Some marketers may want only ads with the greatest breadth of appeal: the executions that, when combined, provide the greatest number of attention-getting, branded, and motivational moments. Others may only want ads with the greatest depth of appeal: the ads with the greatest number of attention-getting, branded, and motivational points within each.


Although integrated marketing communications is more than just an advertising campaign, the bulk of marketing dollars is spent on the creation and distribution of advertisements. Hence, the bulk of the research budget is also spent on these elements of the campaign. Once the key marketing pieces have been tested, the researched elements can then be applied to other contact points. IMC is a new approach to marketing communications planning being driven by technology, customers, consumers, and by organizational desire to properly allocate finite resources. IMC is still an emerging discipline and integration is a transition between the old historical product-driven outbound marketing systems versus the new informationdriven interactive consumer focussed marketplace of the twenty-first century.

IMC - it's significance and importance:
Many organizations proclaim IMC to be a key competitive advantage of marketing. Integration of communications - as with anything else, attempts to combine, integrate, and synergize different elements of the promotional mix, so to consumers, messages through a variety of different mechanisms look, sound, and feel alike. Growth Factors: • • • • • • • From media advertising to multiple forms of communication. Media explosion and accompanying fragmentation. Greater segmentation and emergence of niche and unitary markets. A revolution in information technology which is still sweeping the world. The importance of reinforcing consumer loyalty via relationship marketing. The importance of building and increasing a brand's image based equity. The spread of multinationalization and globalism, supported by economic and political means.


(Caywood 1991)

Marketing communications and IMC:
Communication is the foundation of all human relationships and concerns exchange of information, ideas, or feelings. Thus, developing communications strategy requires extensive learning and coordination throughout a...
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