The Main Benefits to Using Integrated Marketing Communications or Imc Is That It Is Essential and Cost Effective the Taxi Company

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  • Topic: Marketing, Advertising, Strategic management
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  • Published : September 30, 2011
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Question 5

The main benefits to using integrated marketing communications or IMC is that it is essential and cost effective the taxi company.

Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers:

From media advertising to multiple forms of communication. •From mass media to more specialized (niche) media, which are centred on specific target audiences. •From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market. •From general-focus advertising and marketing to data-based marketing. •From low agency accountability to greater agency accountability, particularly in advertising. •From traditional compensation to performance-based compensation (increased sales or benefits to the company). •From limited Internet access to 24/7 Internet availability and access to goods and services.

An IMC plan will ensure that the brand communication the company is sending to its target audience through various media using various agencies is uniform, and it does not create any confusion, whatsoever, and the audience hears about the company loud and clear. As part of developing an IMC plan, the company will also formulate the message it would like to deliver to its audiences through different channels. This will work as a guiding post for the agencies the company will employ for this work.

IMC also makes messages more consistent and therefore more credible. This reduces risk in the mind of the buyer which, in turn, shortens the search process and helps to dictate the outcome of brand comparisons.

Un-integrated communications send disjointed messages which dilute the impact of the message. This may also confuse, frustrate and arouse anxiety in customers. On the other hand, integrated communications present a reassuring sense of order.

Consistent images and relevant, useful, messages help nurture long term relationships with customers. Here, customer databases can...
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