Integrated Marketing Communication (IMC)
Course Tittle: Marketing Management
Course Code: MBA-024
Monto Chandra Gope
Department of Business Administration
Metropolitan University, Sylhet
ID No: 093-126-020
Batch: MBA 18th Batch.
Metropolitan University, Sylhet
Metropolitan University, Sylhet-3100
Communication is always one of the most important and vital strategic areas of an organization's success. You can have the best or most innovative products or services, but if your internal and external communications are weak, then the demand for your products or services raises a personal flag of concern. When communicating the value of your products or services, you want to focus on how they will benefit your clients.
Definition of IMC:
According to the American Association of Advertising Agencies, “Integrated marketing communications (IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. Such a plan evaluates the strategic roles of a variety of communications disciplines- for example, general advertising, direct response, sales promotion and public relations- and combines these disciplines to provide clarity, consistency and maximum impact through the seamless integration of messages.” Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications means integrating all the promotional tools, so that they work together in harmony. In a broad view, 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 promotional activities include Advertising (by using different medium), sales promotion (sales and trades promotion), and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication..
If companies are ethically planning, communicating, and following industry guidelines, they will most likely earn the trust of their customers and target audience. There are five basic tools of integrated marketing communication: a) Advertising.
b) Personal Selling.
c) Public Relation.
d) Sales Promotion.
e) Direct Marketing.
This tool can get organization’s messages to large audiences efficiently through such avenues as radio, TV, Magazines, Newspapers (ROP), Internet, Billboards and other mobile technological communication devices. This method can efficiently reach a large number of consumers, although the costs may be somewhat expensive. Sales Promotion:
This tool is used through coupons, contests, samples, premiums, demonstrations, displays or incentives. It is used to accelerate short-term sales, by building brand awareness and encouraging repeat buying. Public Relation:
This integrated marketing communications tool is initiated through pubic appearances, news/press releases or event sponsorships, to build trust and goodwill by presenting the product, company or person in a positive light. Direct Marketing:
This tool will utilized email, mail, catalogs, encourages direct responses to radio and TV, in order to reach targeted audiences to increase sales and test new products and alternate marketing tactics. Personal selling:
Setting sales appointments and meetings, home parties, making presentations and any type of one-to-one communication, to reach your customers and strengthen the relationship of organization with the clients, initiate this IMC tool. IMC...