The Role of IMC and its theory
Is it a bird? is it a plane? Is it a business theory or a marketing theory? A management practice? A philosophy or a concept? A traditional linear marketing process (Kliatchko, 2008) or a cross-functional departmental process that requires management and board ‘buy-in’ (Duncan & Moriarty 1998)? Moreover, in this era of rapidly developing communications (Internet, mobile phones, digital communications and rapidly changing society, (demise of the family unit, the prosumer) is it now a necessity? The theory of IMC has been dissected, bissected, post-mortemed and analysed, yet consensus on what it is (in theory) and how it should be applied (in practice) has become somewhat of the holy grail to academics. But
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Firstly what is marketing communication? Keller (2001) defined marketing communications as the means by which firms attempt to inform, persuade and remind customers directly or indirectly about the brands they sell. A brand is the foundation upon which the building blocks of stakeholder relationships are built. The brand is also where marketing communications are focused in order to affect perceptions of value. According to dictionaries, the meaning of integration is described as 'the act of combining parts into an integral whole ', 'creating links between separate parts ', with synonyms such as 'centralised, ' 'unified and 'incorporated ' used to describe its implementation. The integration of marketing attempts to combine and synergise the communications mix to cross polinate and thus reinforce the positive effects of each tool (Schultz & Schultz, 1998). This maximises the message and adds brand equity and value to consumers perceptions of the brand and thus greater profitability. Kitchen et al (2004) bring this argument further by suggesting it is a means to achieve competitive advantage and my case study of Jameson confirms this in practice.
The concept or IMC idea has been driven by a number of factors; which include mass media or 'above the line ' strategies giving way to 'through the line ' (media neutral) or ‘below the line’ targeted strategies (Kitchen, 2005). Amongst marketing practitioners BTL strategies tend to be
| Adherence: Marketers are integrating new media with the traditional IMC tools to help understand the consumers and how they wish to interact with the brandDeviations: The tools must be understood and tested to prove that they are being used effectively to create the brands that consumers want, and not brands that the clients wish the consumers to want
Marketing « below the line » is a strategy that aims at avoiding major media to launch a communication campaign. It is short-lived, highly targeted, inexpensive, and has the advantage of establishing a close
Moreover, (Product) RED uses the INTEGRATED MARKETING COMMUNICATIONS (IMC)technology for its marketing campaign. The IMC involves the utilization of all the elements of the marketing mix, which specifically includes
“Racing, competing, it's in my blood. It's part of me, it's part of my life; I have been doing it all my life and it stands out above everything else” says racer Ayrton Senna. For a little over 100 years the International Motor Contest Association (IMCA) has been running races. The IMCA is one of the most popular associations to race dirt track. Dirt track racing provides a pastime for hundreds to thousands of people worldwide.
Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and services of others....
Integrated marketing communication is combination of all marketing tools, resources and approaches within a corporation which capitalize on impact on consumer mind and results into maximum profit at low minimum cost. In general marketing starts from "Marketing Mix". Promotion is one part of Marketing Mix. Promotional activities consist of Advertising, sales and trade promotion and personal/ direct selling activities. It also includes sponsorship marketing, internet marketing, direct marketing, public relations and database marketing. And incorporation of all these promotional tools along with the other components of marketing mix to achieve edge over rivals is called Integrated Marketing
Marketing is an important area in any company. Integrated marketing is an area of the marketing world. This type of marketing can increase brand value and this allows for a high turnover on the company’s investments. We will review a company and describe the purpose and value of integrated marketing, as well as showing what value the plan adds to the company.
The integrated marketing communication media are fragmented, making it more difficult to communicate a message clearly. This is because, consumers are bombarded by thousands of pieces of information each and everyday, not having a consistent message makes communicating with the consumers even more difficult.
“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”
Chapter 14 Communicating Customer Value: Integrated Marketing Communication Strategy 1) A company 's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) direct marketing B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing Answer: C Diff: 1 Page Ref: 402 AACSB: Communication Skill: Concept Objective: 14-1 2) The use of short-term incentives to encourage the purchase or sale of a
Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.
This integration of marketing tools in association with the organisation’s strategic objective transmitted through a carefully chosen media, results in an effective integrated marketing communication strategy. This amalgamation of strategy, tool, message and media is called the marketing communication mix.
Integrated Marketing Communications is about understanding the consumer and their needs. Marketing is not only about advertising what can you give to your customers but how can you cater their needs. Customers are very cautious with what you can give to them. This is the proposition of “What’s in it for me?
To ensure an effective marketing campaign an Integrated Marketing Strategy must be developed to communicate the brand and work collectively with various tactics to deliver a seamless message to consumers that stand out amongst competition. The objective is to make certain all elements of the marketing communication including, public relations, advertising, online communication, direct marketing, social media, and sales promotions are a collaboration of a unified campaign to effectively promote a product, rather than each tactic working independently, and would not have a maximize effectiveness. Csikósová (2014).
IMC can be defined as 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 (Belch & Belch, 2013). Agencies overcome this challenge by understanding and embracing technology and its effectiveness in solving clients’ problems.