Integrated Marketing Communications

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Re: Integrated Marketing Communications

#1 Postby rosh77 » Fri Sep 23, 2016 11:28 am

Integrated Marketing Communications is a marketing strategy in which all the forms of communication and messages are linked together. This simple concept deliver many benefits and can create competitive advantages, boost sales and profits. IMC means integrating all the promotional tools, so that they work together in consonance.

Benefits of Integrated Marketing Communications:

1. Integrated Marketing Communications communicate the customers and helps them to move through the various stages of the buying process.

2. It also makes messages more accurate and clear. It helps buyer to take right purchase decisions.
3. Consistent images and relevant messages helps to build relationship with customers. The marketing strategy is very useful for small- or mid-sized firms.

4. IMC is also more cost-effective and time saving method to interact with the brands.

Despite the many benefits of Integrated Marketing Communications, there are many barriers so just beat them and enjoy the benefits of IMC.

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Integrated Marketing Communications

#2 Postby sumeetscmhrd » Sun Jan 11, 2015 8:22 pm

Integrated Marketing Communications

In addition to developing a good product, pricing it attractively and making it accessible to target customers, companies also need to communicate with present/potential customers, retailers/distributors and other stake holders. In order to do this, the company needs to determine what to say, say to whom and how often to say.To communicate effectively marketers need to create & use the promotion mix/marketing communication mix. The promotional mix is made up of :

a) Advertising: Paid form of non-personal form of presentation & promotion of goods/services/ideas by a sponsor.
b) Sales Promotions: Variety of short term incentives to encourage prior to the purchase of product or service.
c) Public Relations & Publicity: Variety of programs designed to promote company’s Image/Individual Products.
d) Personal Selling: Face-to-face interaction with one/more prospective purchasers for the purpose of making presentation or answering questions or procuring orders.
e) Direct Marketing: Use of mail/phone/fax/email/other non-personal contact tools to communicate directly with or solicit direct response from specific customers.

Companies/communicators need to distribute the total promotion budget over the 5 promotion tools:
a) Advertising – Distinctive characteristic of advertising are –
a.Public presentation – Highly public mode of communication. Public nature gives product some legitimacy & suggests a standardized offering. Since many people receive same message, buyers know that their motive for buying would be publicly understood.
b.Pervasiveness – It is a pervasive medium & permits seller to repeat a message many times. Buyer can compare messages of competitors. Large scale advertising suggests positive things about seller’s size/power/success.
c.Amplified expression – Advertising provides opportunity for dramatizing the company/product thru use of multimedia.
d.Impersonality – Advertising is impersonal and audience may not feel obligated to pay attention or respond. It can only carry out a monologue with audience, not dialogue. Hence, it is not as compelling as a sales representative.
e.Advertising may be used to build long term image, trigger quick sales by advertising a sales promotion, and build customer traffic by arousing curiosity.
f.Innovative advertising strategies include
i.Advertorial – print ads that offer editorial content & are designed in a way that makes it difficult to distinguish them from a newspaper/magazine’s content.
ii.Infomercial – TY commercials that appear to be TV shows but are really ads for products.

b) Sales promotions
-Tools are highly diverse in nature. Eg: contests, gifts on purchase, price rebates.
-Effects last for the short run/to induce trial.
-Help in creating stronger/quicker customer response.
-SP tools offer 3 distinctive benefits:
i)Communication: They gain attention. They usually provide information that lead consumers to product purchase.
ii)Incentive – They incorporate some concession/inducement/contribution that gives value to consumers.
iii)Invitation – They include a distinct invitation to engage in transaction now/within specific period.

c) PR & Publicity:
Appeal of PR & publicity based on
-High credibility – news stories/features are inherently more authentic/credible to readers than ads
-Abiity to catch buyers off guard – PR can reach prospects who prefer to avoid sales people/ads. Message gets thru to buyers as news
-Dramatization – Like ads, PR can also be used to dramatize a company/product.

d) Sales Force (for personal selling):
-PS helps in building up buyers preference, conviction, action.
-PS has some advantages over advertising. These are
-Personal interaction – PS involves alive/immediate/interactive relationship between 2 or more persons. Each party is able to observe the other & make immediate adjustments.
-Cultivation – PS permits relationship building of a long term nature
-Response – PS creates a greater need in buyer to attend/respond to seller’s offering.
However, personal sales force involves a long term commitment. It cannot be switched on/off like advertising.

e) Direct Marketing:
Characteristics of DM are
-Non-public – message normally addressed to specific persons
-Customized – Message can be tailor-made
-Up-to-date – Message can be prepared quickly for delivery
-Interactive – Message can be altered based on response.

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