Components of IMC include: the foundation , the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools.
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
EVALUATING THE OVERALL IMC PROGRAM Market Share. Level of Innovation. Productivity. Physical and Financial Resources. Profitability. Manager performance and development. Employee performance and attitudes. Social Responsibility.
Which of the following best defines integrated marketing communications ? It involves coordinating the various promotional elements and other marketing activities that interact with a firm’s customers.
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.
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 ( IMC ) is an approach to creating a unified and seamless brand experience for consumers across channels. Integrated marketing is a strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing.
For example , integrated marketing communication ( IMC ) employs several channels to convey the campaign messages. This enables prospects and customers to interact with your brand via their preferred channel. That’s why integrated marketing strategies are often called integrated marketing communications or IMC .
6 Steps in the IMC Planning Process Step 1: Know your target audience. As a general rule, there is no “general audience”. Step 2: Develop a situation analysis. Step 3: Determining marketing communication objectives. Step 4: Determining your budget. Step 5: Strategies and tactics. Step 6: Evaluation and measurement.
We believe the following seven metrics serve as your best indicators of marketing success : Website traffic growth (KPI) Visitor-to-lead conversion rate (KPI) Sales-qualified leads generated (KPI) Opportunities (or pipeline revenue) generated (KPI) New customers generated (business outcome)
Here are some of the common KPIs you should measure for each of your campaigns, regardless of the type, channel or medium: Return on Investment (ROI) Cost per Win (Sale) Cost per Lead. Conversion Rate (or Goal Completion Rate) Incremental Sales. Purchase Funnel. Customer Lifetime Value.
Other reasons why companies evaluate marketing performance include: Determining what areas of the marketing mix – product, price, place, and promotion – need modification or improvement to increase some aspect of performance. Assessing whether company goods, services, and ideas meet customer and stakeholder needs.
Which of the following is central to the definition of marketing communications ? All marketing mix variables, and not just promotion alone, can communicate with customers. Julie and her department are responsible for making brand-level fundamental and implementation marcom decisions.
Good direct marketing campaigns focus on promoting a specific product or service, and call on your customers to act — to receive further information, register their interest, visit your website, make a booking or a purchase.
An example of trade advertising would be a Coca-Cola advertisement placed in a trade magazine, such as Progressive Grocer, in order to promote Coca-Cola to food store managers. The primary objective of trade advertising is to promote greater distribution of the advertised product.