The goal of IMC is to generate short-term financial returns and build long-term brand value.
Integrated marketing communications is an approach to promoting a message through multiple strategies that work together and reinforce one another. For example, a company may promote a new logo, slogan, or strategy through multiple media such as print, television, web, and social networks.
The basic objectives of marketing communication have been reduced to three more meaningful directives: (a) to communicate , (b) to compete, and (c) to convince. The primary purpose of MC is to communicate ideas to target audiences.
IMC has four primary objectives: creating brand awareness , generating product interest, increasing the desire for products and prompting action in the form of a sale.
Integrated marketing communications is the process of integrating all elements of the marketing communications (promotional) mix to deliver a consistent message and therefore achieve greater impact.
Simply put, a push strategy is to push a product at a customer, while a pull strategy pulls a customer towards a product. Modern consumers are savvy and require several interactions with a company and product before engaging.
Components of IMC include: the foundation , the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools.
Integrated marketing communications ( IMC ) is an approach to creating a unified and seamless brand experience for consumers across channels. Business Dictionary.com. Integrated marketing is a strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing.
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.
The four main goals of communication are: •To inform •To request •To persuade •To build relationships The Tao of communication: Effective communication achieves a balance between the sender of information and the receiver of information. The two main types of communication are verbal and nonverbal.
List the four main purposes of communication . We want to be understood; we want to understand others; we want to gain acceptance for ourselves and our ideas; and finally, we want to produce action.
Some of the major objectives of marketing management are as follows: 1. Creation of Demand 2. Customer Satisfaction 3. Market Share 4.
Having an awareness of integrated marketing communications allows a company to create a multi-pronged marketing campaign that targets wider audiences. A master’s in integrated marketing communications teaches students how to determine the right channels that will target the right audience with the right messaging.
Tools of Integrated Marketing Communications Advertising . Personal selling . Direct Marketing . Mobile Marketing. Social Media Marketing. Public Relations . Sales Promotion . Sponsorships.
8 Key Components of Integrated Marketing Print Marketing. Even in this digital age, print is an important component of an integrated marketing campaign. Banner Ads. Landing Pages. Email Marketing. Social Media. Organic Search Engine Marketing. Paid Search Engine Marketing. Direct Mail Marketing.