Critically Discussed Issues Associated with Integrated Marketing Communications in the UK

In relation to promotions we believe an Integrated Marketing Communication (IMC) strategy would be the best way to proceed. Through IMC the brand will be able to maintain a personality and attitude that communicates effectively with the target segment. It will also help to build a desirable ‘brand image’ and relationships with consumers and distributors. The marketing activities will be very specific. It will involve a range of communication mediums including advertising, media, public relations and sales promotion.

* Though integrated marketing communications is further than just an advertising movement, the bulk of marketing dollars is used up on the creation and division of advertisements. Therefore, the greater proportion of the research budget is also exhausted on these elements of the campaign. The researched elements can be applied once the marketing pieces have been tested: letterhead, logistics, customer service training etc. to complete the IMC cycle

Business organizations often use professionals from specialist agencies to help them produce an effective campaign that will achieve the promotional objectives. A good campaign must also use the right media. You should analyze the contribution of professional advertising agencies and the use of different media in the development of a successful promotional campaign.

Integrated Marketing Communications is defined as “a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation” (Lake 2011). This is critical for Hanes, given that Hanes occupies the frequently dangerous mid-market area of the undergarment market. It is not a high-end retailer that sells clothing primarily upon its image, such as Calvin Klein but there are also cheaper no-brand alternatives competing for consumer attention in drug stores and discount stores. An integrated image for

“The IMC approach to marketing communications planning and strategy is being adopted by both large and small companies and has become popular among firms marketing consumer products and services as well as business-to-business marketers.” There are a number of reasons why marketers are adopting the IMC approach.

“One of the most talked about ideas in marketing during the 1990s was the notion of integrated marketing communications (IMC). And while marketing managers still clearly feel that it is a valuable concept and one that will play an increasingly important role in their companies, there is unfortunately a great deal of evidence to suggest that truly integrated marketing communications is the exception rather than a rule”

Task 4 Importance of IMC IN ORGANIZATION’S planning and implementation of their future Marketing Communications campaigns

Pickton and Broderick (2001) cite Kotler et al. in defining IMC as "the concept under which a company carefully integrates and co-ordinates its many communications channels to deliver a clear, consistent and compelling message about the organization and its products" (p.16) Consumers all over the world became more demanding and accurate in their choice. It has sharpened the competition between the companies, making the latter fight severely for their existing and potential customers. Therefore, it is absolutely necessary to identify significant problems that might be an obstacle in communicating with young people from Europe to be able to work out successful marketing campaigns.

Chapter seven of the Integrated Marketing Communications textbook was discussed in great detail during weeks nine and ten of the semester. This section of the book addresses how online and interactive communications play a vital role towards interactions in the modern world. The goal of this chapter is to effectively incorporate online advertisements to deliver messages to dedicated consumers. Over the course of this paper, it will become clear as to how a current news article applies theory from lectures and the textbook to enhance online communications.

However, with the introduction of new technologies and advances in information technology communication has been completely revolutionised and same has impacted in organisations in there IMC strategies. “For IMC to really take hold, old assumptions must exit, assumptions about the role of advertising and sales promotion, about the organisation of advertising and public relations departments, about agencies and what they do, about the media, and most of all accountability” (Schultz et al. 1994).

Advertising through mass media creates a very strong image for IBM. IBM reaches their target audience, of C level officers, by targeting them during their daily lives. The Masters is a great example, because it’s something people watch for fun, but it’s also watched by many business people who would be IBM customers. Also advertising in the airport where business people may be traveling reaches the target market while they are not at their desk. Average people know IBM also. People know that IBM provides better business solutions, therefore businesses will want IBM be more attractive to customers. IMB should continue to advertise in the ways that they have done, and continue to strengthen their image.

In recent times, there has been a shift from mass marketing using mass communication to relationship marketing using Integrated Marketing Communications (IMC). This shift has developed an emphasis on interaction and relationship building. IMC is the dominant communications marketing approach favoured by many organisations as together the various communication functions create synergy (Belch & Belch, 2012, chapter 1) that consequently builds reputability; short term financial returns and long term brand value (Schultz & Schultz, 2003). This argument will be developed through a discussion and examples of various IMC communication functions, with reference to the greater strategic results are possible with the successful use of IMC these include but are not limited to the development of relationships and brand identity and the ability to target various and specific audiences. The above will be discussed with reference to theorists Belch and Belch (2012), Percy (2014) and Schultz and Schultz (2003) among others, and the Tourism New Zealand 100% Pure New Zealand IMC campaign in order to provide a cohesive and integrated argument.

Integrated Marketing Communication (IMC) is the coordination and integration of all marketing communication tools, avenues and sources within a company into one seamless program. That program is designed to help maximize the communication with consumers, businesses and any other affiliates of an organization (Lascu & Clow, 2012). The Integrated Marketing Communication involves communication to four primary groups. Those groups include customers, channel members, employees and stakeholders (Lascu & Clow, 2012). With IMC, identifying, coordinating and managing all forms of communication is used to bring the company’s brands and divisions under central control (Lascu & Clow, 2012). When it comes to the logos, themes and colors of Starbucks, it’s the mermaid, with “Starbucks Coffee” printed and the colors of the green, black and white on all of their products.

Definition: Integrated Marketing Communication Definition: IMC is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines – for example, general advertising, direct response, sales promotion, and public relations – and combines these disciplines to provide clarity, consistency, and maximum communications impact by The American Association of Advertising Agencies (the 4A’s)

20. Jeff Newman calls on about fifteen clients per day. He visits them in their offices