Content Filtrations 6. Lecture Notes On Integrated Marketing Communication. TOS 7. Today, more and more companies are adopting the concept of Integrated Marketing Communications (IMC). 2.1. Integrated Marketing Communication (IMC) is not a new concept as it has emerged as early as 1980’s. The possible driving or favouring forces of a move towards greater integration in marketing communication are: 4. Shift from mass communication to selected media. Disclaimer 9. An appropriate promotional mix must be created in order to meet the promotional objectives of any given promotion strategy. It leads to total marketing communication strategy aimed at communicating the company’s products and image to the consumer. Companies often fail to integrate their various communications channels and the result is a confused consumer. To discuss marketing, marketing communication, integrated marketing communication and OOH advertising media from a theoretical perspective, in order to identify and apply the key IMC principles that should guide the planning of OOH advertising media as part of an overall IMC campaign. ADVERTISEMENTS: Notes on Integrated Marketing Communication! Under this concept, the company uses various communication channels to communicate the same clear, concise and crisp message to the target audience. Plagiarism Prevention 4. When used individually by companies to communicate a message, they all portray different images. This will involve an appropriate selection from the range of tools that are available for use as part of the promotional mix. Since then IMC has developed into one of the most influential mana-gerial structures and its importance has grown all around the world. PDF | A series of ... Notes on the Definition: Agents - Term used here to describe all individuals and or ganisations involved in the . At first, IMC was Integrated Marketing Communications unifies the company’s image shaped by thousands of activities carried within the organisation. Notes on Integrated Marketing Communication! This note explains the following topics: Understanding Integrated Marketing Communication, Budgeting, Evaluation of Integrated Marketing Communications, Creative Execution in Advertising, Regulation, Social and Ethical aspects of Advertising and promotion, Federal Regulation of Advertising. Content Guidelines 2. IMC – A marketing communications planning concept; Recognises the value of a comprehensive plan; A plan that evaluates the strategic roles of several communications disciplines (listed above) and combines these disciplines to provide; o Clarity o Consistency o Maximum communications impact Every promotional tool has a different role to play. qgëñsϱígÝUºÅÎvð5?°g¶ô{|°|KHSrÉÀÖ¡×A£ Áb¬sÐñùQ 35²Ø¿q®ÝO¦« üÓù¤ª ADVERTISEMENTS: Conflicting messages confuse brand positions and company images. Companies often fail to integrate their various communications channels and the result is a … When used individually by companies to communicate a message, they all portray different images. Prohibited Content 3. Integrated Marketing Communications. Image Guidelines 5. Integrated Marketing Communication Strategy Communication is always one of the vital and most important strategic areas of any company’s success. This adds consistency to the entire campaign. Reinforces the images and messages continuously to the consumer, iii. 5. Report a Violation, The 8 Basic Process of Marketing Communication in International Promotion, 8 Things to Remember to Make a Successful Integrated Marketing Communication (IMC) Programme, Importance of Sponsorship in Advertising and Sales Promotion : by Meenaghan (1983). Conflicting messages confuse brand positions and company images. Advantages of promotional combinations. Privacy Policy 8. The promotional mix is the combination of different promotional channels that is used to communicate a promotional message. Coupling methods together improves communication as it harnesses the benefits of each channel, which when combined together builds a clearer and vaster impact than if used individually. Before publishing your articles on this site, please read the following pages: 1. Integrated marketing communications (IMC) is the use of marketing strategies to optimize the communication of a consistent message of the company's brands to stakeholders. PDF | Promotion is one of the four major elements of the marketing mix. For instance, Cadbury’s message runs parallel across all media, be it off-line or online, TV or newspaper, English or Hindi. Every promotional tool has a different role to play. This is known as Integrated Marketing Communications. Copyright 10. Åúé¨ã'døÌ õLq. Better communication consistency and greater sales impact. But when using the IMC concept, a company has to keep the following factors in mind: ii.
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