Limits Of IMC

Today the way companies are running has changed. The world is driven by intense completion. The demands for workers that have out of box ideas and are creative thinkers have greatly increased. Organizations across the globe however often complain that there is a serious shortage of such creative thinkers with new ideas. Why is there a shortage of such creative employees? It to answer this question that one should read this book. Ken Robinson has successfully answered this question in his book along with other critical questions to provide an effective solution to infuse creativity;

From your reading “Managing for Creativity”, what are key components to enhance creativity? How do the teams compare?

Davis and Scase (2000) say “I’m not sure that you could just take management as a … [generalised] skill and take somebody who’d run a very good motor car plant and put them into running a radio station or a television station” (p.84). This statement implies that there is a distinct difference between traditional workers and creative workers, that creatives are difficult to work with and that a different skill set is required to manage creative work and workers. Bilton (2012) explains that creative work is work dealing in symbolic, intangible goods, it has a different value as it is not about what the products are but the feelings they evoke. The personalities, intrinsic motivations and career orientations of creative workers set them apart from the traditional workforce. Creatives are essential for innovation within businesses so knowing how to effectively manage them is becoming increasingly important in the modern workplace (Bier,1995).

As defined by the American Association of Advertising Agencies, integrated marketing communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact." Integrated marketing communication (IMC) is a combination of five elements, such as, direct marketing, public relations, advertising, personal selling’s, and sales promotion, by which the company can communicate a positive and influencing image/message about a product/service that is present in the market place plus provides how it brings value to the

In the context of creativity’s stated definition, we will proceed to group our arguments into three themes of factors: cognitive ability, expertise training, and environmental conditions. The human brain is highly adaptable and can continue to develop new cognitive abilities, even past adulthood (Norman, 2015). Proper cognitive expertise and training can help workers produce and operate in ingenious ways (Ginamarie, Lertiz & Mumford, 2004). Finally, the working environment can both motivate or stifle creative output. Managers can influence all three components: expertise, thinking skills, and motivation (Amabile, 1998).

The creativity of employees represents one of the most valuable companies’ today intangible assets. It is thanks to her that many organizations fail to find new and revolutionary ways of doing things, achieving change course and achieve success would be unthinkable through other routes. But a problem, derived from the intangibility of creativity arises. And it is not always easy to assess the potential of creativity, and this is presented as a major obstacle to it.

Prior research has revealed numerous topics relevant in the study of integrated marketing communications and how marketer should best handle the IMC process in order to develop truly integrated communication programs (Cook 1997; Kitchen and Schultz 1999; Schultz and Kitchen 1997).

Walmart is a fortune 500 multinational company that operates a number of retail stores and warehouses. Walmart has around 11,000 stores in close to 27 countries. It has stores in many countries including Japan, Brazil and Canada. This headquarters is located in Bentonville Arkansas. Walmart is not only a fortune 500 company, but the world’s largest company going by revenue.

Creativity isn't easily definable and it is even more difficult to implement. Creativity has usually been used to describe artists and there is a huge gap between business and art. Business is more practical while art is more creative. Business is serious while art is whimsical. Once the "important stuff" of business is complete, then we can indulge in art. That is why the topic of creativity triggers a palpable discomfort in most of my audiences.

Companies and organizations need to shift from merrily pushing for creative thinking and focus on what creativity really mean. I don’t think ideas shouldn’t

Ryan and Deci (2000) state that if an individual is extrinsically motivated it can reflect a form of external control, such as finances, or stakeholders. Amabile (1993) further supports this definition by acknowledging that extrinsic motivation can be the intent to control where there is a known reward. Managers are generally associated with being extrinsically motivated. The divide that is generalised to be present between managers and creatives through different motivations is supported by the assumption that can be made by management that creatives are kept in their area so they do not stray too far from their competence zone (Bilton, 2007). This divide unfortunately contributes to a system that is counterproductive by trying to manage the creative process, rather than manage for the

“I hear a lot of bollocks in the industry about this subject. Of course creativity and business can exist together. The simple fact of the matter is we live in a very cut throat world and if you come up with a beautiful idea and fail to subsequently commodify that idea, be assured there is a very long line of sharks/brands waiting to do it for you.

Creativity details about addressing question by another acceptable way. As for one organization, there will some new and tricky problem in new market and we cannot address it by one usual way. Hence being creative is significant in one organization. Also, it will improve people to enhance their self-worth and self-confidence if someone take creativity.

“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”

Amabile, T. M. & Khaire, M. 2008, “Creativity and the role of the leader”, Harvard business review, vol. 86, no. 10, pp. 100.