Academics recognize that marketing communication is an open system and customers are influenced by multiple communication platforms. Although wholesalers, distributors and retailers are the primary focus, oftentimes the consumer is the indirect benefactor of these trade-oriented tactics.
External Integration, on the other hand, requires external partners such as advertising and PR agencies to work closely together to deliver a single seamless solution — a cohesive message — an integrated message. Consider how, say, advertising imagery can be used in mail shots, exhibition stands, Christmas cards, news releases and web sites.
This is enhanced when integration goes beyond just the basic communications tools. New media and the use of databases were enabling marketers to communicate with customers on a one-to-one basis.
It has become one of the most dominant sources of information for most consumers. Communications Theory How do we communicate? Develop a sequence of communications activities which help the customer to move easily through each stage.
Where a consumer may miss a message in video or audio perhaps a loud noise interrupts, or someone blocks their view in print the message remains visible indefinitely. In addition, people who like the same TV drama, like Game of Thronesor fans of the same movie star, such as Tom Cruisewill group together to discuss and share their feelings.
Develop a sequence of communications activities which help the customer to move easily through each stage. Unlocking the power of Integrated Marketing Communications: Research rates guerrilla advertising as having a higher perceived value compared to other communication platforms, which tends to result in a positive consumer response.
The course explores the trends and issues affecting corporations, crisis management, public affairs communication, consumer affairs, employee relations, environmental issues, investor relations, issues of multinationals, ethics, and governmental relations. This marketing communications platform allows organizations to directly target customers to remind them to renew subscriptions, give exclusive product discounts, or build brand reputation through competitions or sweepstakes.
An important aspect of working on problems in class is an introduction to the various techniques and strategies of communicating with target audiences. Buyers often loop backwards at various stages perhaps for more information.
The AAAA defined IMC as, "a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines e. Imagine what can happen when sales reps are not told about a new promotional offer!Overview.
Marketing communications includes advertising, promotions, sales, branding and online promotion. The process allows the public businesses use to know or understand a brand.
Successful branding involves targeting audiences who appreciate the organization's marketing program. The following is Part 2 of a 3-part series providing a basic overview of Integrated Marketing Communications (IMC). The channels available to the IMC practitioner are numerous, yet should be considered and selected according to the potential for reaching the desired audience and effectively delivering the appropriate message as well as other determining factors (i.e.
Video created by IE Business School for the course "Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more".
This course is designed as an introduction to the field of Integrated Marketing Communications. Chapter 1—Overview of Integrated Marketing Communications and the Marcom Process TRUE/FALSE The integrated marketing communication process starts by determining the strengths and weaknesses consumer marketing organizations c.
not-for-profit organizations d. None of these are correct. Social Integrated Marketing Communications (IMC) In this module, you will learn an overview of the social integrated marketing communications strategy and how it is deployed.
You will also learn tips to get your content to go viral and how to keep an audience coming back with gamification. Integrated Marketing Communications INTEGRATED MARKETING COMMUNICATIONS (IMC) Integrated Marketing Communications (IMC).The concept under which a company carefully integrates coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.Download