INDEX NUMBER:
DCSM2014009
WHAT IS INTEGRATED MARKETING COMMUNICATIONS (IMC)?
Integrated
marketing communication by American Association of advertising agencies (also
4As) in 1989, defined IMC as “an approach to achieving the objectives of
marketing campaign through a well-coordinated use of different promotional
methods that are intended to enforce each other”. The 4As definition of IMCs
recognizes the strategic roles of various communication disciplines (advertising,
public relations, sales production etc.) to provide clarity, consistence and
increased impact when combined with a comprehensive communication plan.
Basically, it’s the application of consistent brand across both traditional and
non-traditional marketing channels.
WHAT ARE THE SIX FORMS OF INTEGRATED MARKETING COMMUNICATIONS (IMC)?
Integrated marketing communication effectively
integrates all modes of brand communication and uses them simultaneously to
promote various products and services among customers effectively and
eventually yield higher revenue for the organization. There are six forms of
IMCs which are advertising, public relations, personal
selling, sales promotion, sponsorship marketing and point of purchase, which are also known as
promotional tools.
Advertising as
a form of Integrated Marketing Communication is any paid form of non-personal
presentation of ideas, goods or services by an identifiable sponsor. An
advertisement does not only increase the consumption of a particular
product/service but also create brand awareness among customers. Marketers need
to ensure that the right message reaches the right customers at the right time.
Secondly,
public relations is also a form of integrated marketing communications which is
a management function which evaluates public attitudes, identifies the policies
and procedures of an individual or organization with the public interest and
execute a program of action to earn
public understanding acceptance. Public Relations aims at maintaining positive
image of a company.
Personal
Selling as a tool of integrated marketing is a form of person to person
communication in which a seller attempts to persist or persuade prospective
buyers to a company’s product, service etc. It involves face to face activity.
Sales promotion
is also a tool of Integrated Marketing Communication which provides extra value
or incentives to the sales force, distributors or the ultimate consumer and
helps to generate immediate sales.
Point of purchase communication encompasses display, posters, signs, and a variety of other materials that are designed to influence buying decisions at the point of purchase.In store displays played a critically important role in attracting consumer's attention to trial size samples product.
Sponsorship marketing is the practice of promoting the interests of a company and its brands by associating the company or one of its brands with a specific event such as the World Cup in soccer.
Sponsorship marketing is the practice of promoting the interests of a company and its brands by associating the company or one of its brands with a specific event such as the World Cup in soccer.
REFRERENCE
1.
Integrated Advertising, Promotion and
marketing Communication by Clow, Kenneth, Baack and Donald (March 22, 2006).
2. How
advertising works by Bovee
