Components of IMC include: the foundation , the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools.
The role of integrated marketing communication is to ensure the synergic effect between the brand positioning and values, obtaining a common message of all communication techniques, sent on a special tone, meant to make the difference among products.
An integrated marketing communications plan or IMC plan incorporates market research, strategic planning , audience segmentation, marketing channel selection, creative briefs and campaign messaging, budgeting, ROI analysis and a system for campaign metrics and evaluation. to achieve maximum impact of marketing
The promotional mix is made up of five elements, shown below: Advertising (TV, radio, press, PPC) Advertising covers all avenues where a business pays for their message to be broadcast. Direct marketing & digital marketing (email, social media, gamification, etc) Public relations (PR) Personal selling . Sales promotion .
Define IMC and Features of IMC Customer the focal point: Use communication mix: Coordination of Messages and Media. Build relationships: Encourage behavioural response: Consistency: Post testing of Advertising. Measure impact:
Southwest Airlines has launched an integrated marketing campaign called “Transfarency.” The airline uses television, radio, print and digital assets to demonstrate how customers will pay for things like checked bags, flight changes and snacks and drinks.
Tools of Integrated Marketing Communications Advertising . Personal selling . Direct Marketing . Mobile Marketing. Social Media Marketing. Public Relations . Sales Promotion . Sponsorships.
Integrated marketing allows you to spread your marketing message across multiple channels and increases the chances of it being heard. Best of all, customers engaged through multiple channels tend to spend more than other customers. Therefore, spreading your marketing message can increase your return on investment.
Objective. The aim of marketing is to create awareness of a brand and generate sales. IMC , on the other hand, aims to integrate the various promotional tools and approaches used by a company to ensure that consistent messages are delivered that creates a more powerful impact on the minds of the consumers.
Belch suggest that the IMC process consists of six steps outlined below: Contextual or Situational Analysis . The first stage of the IMC planning process is to conduct a situational/ contextual analysis . Target Markets. Communication Objectives. Budget. Marketing Mix Strategy. Evaluating the Programme.
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.
The six major modes of communication in marketing include advertising, digital marketing, direct marketing , personal selling , public relations and sales promotion .
A marketing communication tool can be anything from: advertising, personal selling, direct marketing , sponsorship, communication , social media and promotion to public relations.
Marketing refers to the broad concept of developing strategies to satisfy customers with engaging products and messages. On the other hand, marketing communication , or marcom , is a subset of marketing that uses specific promotional tactics to implement the overall marketing strategies.