Integrated Marketing Communications

Integrated Marketing Communications The Marketing Communications Environment is Changing: Mass markets have fragmented, causing marketers to shift away from mass marketing to target marketing Improvements in information technology are facilitating segmentation Media fragmentation has occurred with companies doing less broadcasting and more narrowcasting IMC = The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. The goal of IMC is to generate short-term financial returns and build long-term brand value.

Traditional Marketing Approach Point of purchase Interactive marketing Special events Sales promotion Media Adver- tising Packaging Public relations Publicity Direct marketing Direct response

Contemporary IMC Approach Packaging Sales promotion Direct response Media Adver- tising Point of purchase Public relations Publicity Interactive marketing Direct marketing Special events

The Need for IMC Strategic integration of communications functions Avoids duplication; creates synergy & more efficient and effective marketing Rapidly changing environment Consumers, Technology, Media Conflicting messages from different sources / approaches can confuse stakeholders: The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently

IMC Mix Advertising Events Meetings Sales Promotions Trade Shows Personal Selling Direct Selling PR Digital Media IMC considers coordination of all promotional activities to produce a unified customer-focused promotional message Success of any IMC program depends critically on identifying the members of an audience and understanding what they want

AIDA IMC Strategy: AIDA How? Awareness Interest Desire Action Grab Attention Provoke Inspire Amuse Tell a Story Expose Challenge Educate Inspire Action Trigger Mobilize Act AIDA Awareness Interest Desire Action Engage your audience creatively Get your audience on your side Spur your audience to action

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