What is IMC? (IMC) Integrated marketing communication is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message(Stokes, 2008). One company that I feel has done an excellent job in brand communications is Pep Boys. Their goal is to make all aspects of their marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness (Stokes, 2008). This company was founded in 1921 by four Navy buddies that pooled together $800 to open a single auto parts supply store in Philadelphia. That venture would go on to become the multi-billion dollar nationwide retails and service chain that is known as Pep Boys today(Pepboys.com, n.d.). Pep Boys now has over 700 stores across the U.S. and Puerto Rico. The Company has come a long way from its humble beginnings, and not without some hard work and creative visions. Pep Boys mission statement reads as followed. “The PEP BOYS mission is to serve every costumer with the best ability. We promise to offer the most convenient deals for any costumers in need of auto service. PEP BOYS always promises to be professional, affordable, and efficient in all auto repair services”, (Pepboys.com, n.d.). I think that this important because it tells us that the main focus of the store is to put the customer first. This is that same approach the company has taken in regards to their advertising. They want to make things as easy for the customer as possible. The way that Pep Boys advertises is seamless. They have taken appropriate steps to reach their target audience face to face and this has helped them become a household name. Some of the ways that they have done this was...
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