Integrated Marketing Communications is an integration of marketing tools such as advertising, online marketing , public relation, direct marketing , and sales promotion. Promotional tools are effective when they work together rather than in isolation.
Treating marketing departments as separate entities limits communication and reduces operational efficiency. An integrated approach to marketing communications ensures that all channels are aligned and following the same strategy, overarching business objectives and company values.
As the field grows, graduates with a master’s degree in integrated marketing communications are in high demand. The market for integrated marketing communications degree holders is strong , and the career opportunities are both varied and lucrative.
Components of IMC include: the foundation , the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools.
Examples of market integration are the establishment of wholesaling facilities by food retailers and the setting up of another plant by a milk processor. In each case, there is a concentration of decision making in the hands of a single management.
Benefits of Using Integrated Marketing Communications Improved Results. With the traditional marketing, you’ll find businesses setting up different campaigns for separate marketing streams. Improved Brand Image. Cost Effective. Increased Morale. Diversity. Reduced Confusion. Maintained Focus.
How can TV be best used in an integrated marketing communications program ? – can impart brand meaning to either attract people to the brand, or reinforce current relationship with it, through its unique ability to deliver a creative big idea. TV + radio ratings depend on the time of a day a program runs.
The IMC mix of Nike comprise of advertising, branding, cyber marketing, direct marketing, personal selling, sales promotion and publicity and public relations. It uses traditional as well as online tools of mass media to reach its customers.
These five levels of integration include horizontal integration, vertical integration, data integration, internal integration and external integration. In order for a business to begin implementing the integrated marketing communications model there must be a shift in marketing priorities.
Integrated Marketing Communication (IMC) Integrated Marketing Communication majors pursue careers in advertising and public relations agencies, consulting firms, and positions requiring strategic communication planning and strategy. Enhanced Major : Students may take up to 15 additional credits for an enhanced major .
The objective of guerrilla marketing is to stand out from traditional advertising and focus on creativity. The goal is to achieve an effect of surprise or shock. Indeed, a good guerrilla marketing strategy must be able to make a lasting impression.
Integrated Marketing Communications ( IMC ) is a strategic , collaborative, and promotional marketing function where a targeted audience receives consistent and persuasive brand messaging through various marketing channels in an integrated way to move buyer’s through the decision making process.
Integrated Marketing Communication tools refer to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing, sales campaigns to promote brands so that similar message reaches a wider audience.
Integrated marketing communications ( IMC ) is a process through which organizations accelerate returns by taking a customer-centric approach to aligning their marketing and communication objectives with their business or institutional goals. (Definition provided by Don and Heidi Schulz.)