Integrated Marketing Communications

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Introduction to Integrated Marketing Communications
An Integrated Marketing Communications program is based on the foundation provided by the communication model. IMC programs have been described in several ways; the consensus is to define them as follows: Integrated Marketing Communication (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This integration affects all firm’s business-to-business, marketing channel, customer-focused, internally directed communications.

Another definition from the American Association and of Advertising Agencies (4As) ; “ a concepts of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communications impact.”

Integrated Marketing Communication (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.

Reasons for the Growing Importance of IMC,
The move towards integrated marketing communications is one of the most significant marketing developments that occurred during the 1990s, and the shift toward this approach is continuing as we begin the new country. The IMC approach to marketing communications planning and strategy is being adopted by both large and small companies as business-to-business marketers. There are a number of reasons why marketers are adopting IMC approach.

The IMC approach to marketing communications planning and strategy is being adopted by both large and small companies as business-to-business marketers. There are a number of reasons why marketers are adopting IMC approach.

A fundamental reason is that they understand the value of strategically integrating the various communications functions rather than having them operates autonomously. The move to integrated marketing communications also reflects an adaptation by marketers to a changing environment, particularly with respect to consumers, technology, and media.

Major characteristics of this marketing revolution include: A shifting of marketing dollars from media advertising to other forms of promotions. A movement away from relying on advertising-focused approaches, which emphasize mass media such as network television and national magazines, to solve communication problem. The Web alone cannot be used to build brands; brand awareness potential is limited Best bet is to wed traditional branding efforts with the interactivity and service capabilities of online communications Web efforts can enhance relationships

Using IMC, the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands

2. Promotional Mix: the tools for IMC
It is not enough to have good products sold at attractive prices. To generate sales and profits, the benefits of products have to be communicated to customers.

Promotion is all about companies communicating with customers. A business' total marketing communications program is called the "promotional mix" and consists of a blend of advertising, personal selling, sales promotion and public relations tools. In this revision note, we describe the four key elements of the promotional mix in more detail. It is helpful to define the four main elements of the promotional mix before considering their strengths and limitations.

A business' total marketing communications program is called the promotional mix and consists of a blend of: •Advertising
•...
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