Integrated Marketing Communications Essay

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Integrated Marketing Communications essay:

Integrated marketing communications (IMC) as defined by the text is, carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. The integrated marketing plan is a superior model for marketing communications because it creates synergy, provides internal focus, is an efficient and effective marketing communication program and has a greater impact than traditional fragmented marketing.

Guinness It’s alive inside:

The company I chose is Guinness. Guinness it’s alive inside campaign is a good example of an IMC by using one core idea across the communications mix. Sponsorship,
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“Swirling clouds tumble as the storm begins to calm, settle, breath in the moment, then break through the smooth, light head to the bittersweet reward. Unmistakably Guinness beer, stout or draught, from the first velvet sip to the last, lingering drop, and every deep-dark satisfying mouthful in between.” Even the description of their product evokes images of it being alive inside. This is effective because it makes you desire a Guinness over any other kind of beer imaginable.

The results

You can contact Guinness via email at Guiness@customer-care.net . Other ways a company can collect feedback is through the use of focus groups. Using a focus group you can get information like does the target group remember the message? How did they feel about the message? What points do they remember about the message? What attitudes they have about the company and the product. They can also use their pull strategy to see how demand for the product has changed since the campaign went into effect. Also to some extent how effective it has been on the younger crowd through researching demand from bars that typically attract the younger generation.

Traditional fragmented marketing techniques have created cynicism. Because of the lack of a unified message it creates doubt about the integrity of the company. IMC provides a clear, unified, and compelling message. IMC cuts through the clutter of massive amounts of marketing
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