GODFREY AINOO
DCSA2014016
WHAT
IS INTEGRATED MARKETING COMMUNICATION (IMC)?
Integrated marketing communications (IMC) - The concept
under which a company carefully integrates and coordinates its many
communications channels such as all
different types of media—TV, radio, magazines, the Internet, mobile phones, and
so forth
to deliver a clear, consistent, and compelling message about the organization and its products to
consumers. For example,
Coca-cola bottling Company typically includes the “Aaaah” slogan in the print
ads it places in newspapers and magazines, in ads on the Internet, and in
commercials on television and radio. A company’s ads should communicate a
consistent message.
Don Schultz of Northwestern University
has developed what many think is a more appropriate, definition of IMC, as follows:
Integrated marketing communication
is a strategic business
process used to plan, develop, execute
and evaluate coordinated,
measurable, persuasive brand communications
programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences. The goal is to generate
both short-term financial returns and build long-term brand
and shareholder value.
IMC produces better
communications consistency and greater sales impact. It places the responsibility
in someone’s hands where none existed before to unify the company’s image as it
is shaped by thousands of company activities.
It leads to a total
marketing communication strategy aimed at showing how the company and its
products can help customers solve their problems.
THE SIX (6) FORMS OF IMC
Although the money organizations
spend promoting their offerings may go to different media channels, a company
still wants to send its customers and potential consumers a consistent message
(IMC). The different types of marketing communications an organization uses
compose its promotion or communication mix, which consists of advertising,
sales promotions, public relations and publicity, personal selling, direct
marketing and internet marketing.
ADVERTISING: Any
paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor. It involves paying to disseminate a message
that identifies a brand (product or service) or an organization being promoted
to many people at one time. The typical media that organizations utilize for
advertising include television, magazines, newspapers, the Internet, direct
mail, and radio.
SALES PROMOTION: Short-term incentives to
encourage the purchase or sale of a product or service.
It consists
of other types of promotions—coupons, contests, games, rebates, mail-in offers,
and so forth—that are not included as part of another component of the
communication mix. Sales promotions are often developed to get customers and
potential customers to take action quickly, make larger purchases, and make
repeat purchases. Many stores now place coupons next to products to encourage
consumers to select a particular brand and products.
Sales
promotions are often used to supplement advertising and create incentives for
customers to buy products more quickly.
PUBLIC RELATIONS: Building good relations with the
company’s publics by obtaining favorable publicity, building up a good “corporate
image,” and handling or heading off unfavorable rumors, stories, and events.
Public relations (PR) help improve and promote an
organization’s image and products by putting a positive spin on news stories.
Public relations materials include press releases, publicity, product
placement, and sponsorships. Companies also use PR to promote products and to
supplement their sales efforts. Many companies have internal PR departments or
hire PR firms to find and create public relations opportunities for them. As
such, PR is part of a company’s promotion budget.
PERSONAL SELLING: Personal presentation by the firm’s
sales force to make sales and build customer relationships.
It is
an interactive, paid approach to marketing that involves a buyer and a seller.
The interaction between the two parties can occur in person, by telephone, or
via another technology. Whatever medium is used, developing a relationship with
the buyer is usually something the seller desires.
DIRECT MARKETING: Direct
communications with carefully targeted individual consumers to obtain an immediate
response.
It involves
delivering personalized promotional materials directly to individual consumers.
It provides an interactive approach for organizations to reach consumers in
hopes of getting consumers to take action. Materials may be delivered via mail,
catalogs, Internet, e-mail, telephone, or direct-response advertising. However,
direct marketing is very intrusive and many consumers may ignore attempts to
reach them.
INTERACTIVE / INTERNET
MARKETING: Allow for a
back-and-forth flow of information whereby users can participate in and modify
the form and content of the information they receive in real time.
Unlike traditional forms of
marketing communications such as advertising, which are one-way in nature, the
new media allow users to perform a variety of functions such as receive and
alter information and images, make inquiries, respond to questions, and of
course make purchases. In addition to the internet, other forms of interactive
media include; CD-ROMs, Kiosks, Interactive television, and digital cell
phones.
KEY TAKEAWAY
The promotion (communication) mix
is composed of advertising, personal selling, public relations, sales
promotion, and direct marketing. Once a company decides on a component of the
promotion mix, such as advertising, it must still decide which medium (e.g.,
television, cell phones, and magazines) or media (more than one medium) to use.
Within each medium, the company must also select a vehicle, which may be a
particular television show, radio station, or magazine.
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