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Integrated: Composed and Coordinated To Form A Whole Fragmentation: The Act of Fragmenting or Something Fragmented

Integrated marketing communication (IMC) is an approach where different marketing modes like advertising, PR, sales promotion, and social media work together to create a seamless brand experience. The goals are to present a consistent brand message and make marketing efforts more cost effective. Common IMC goals include developing brand awareness, increasing demand, and encouraging repeat purchases. IMC strategies must be tailored based on marketing budgets and target audiences.

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22 views2 pages

Integrated: Composed and Coordinated To Form A Whole Fragmentation: The Act of Fragmenting or Something Fragmented

Integrated marketing communication (IMC) is an approach where different marketing modes like advertising, PR, sales promotion, and social media work together to create a seamless brand experience. The goals are to present a consistent brand message and make marketing efforts more cost effective. Common IMC goals include developing brand awareness, increasing demand, and encouraging repeat purchases. IMC strategies must be tailored based on marketing budgets and target audiences.

Uploaded by

Seema
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Key Points

 Integrated Marketing Communication (IMC) is an approach to brand


communications where the different modes work together to create a seamless
experience for the customer and are presented with a similar tone and style
that reinforces the brand’s core message.
 Some of the most common goals of IMC campaigns include increasing brand
awareness, generating sales and reinforcing repeat purchases.
 Only changes in the marketplace, new competitive forces, or new promotional
opportunities should cause companies to alter strategies and reassess IMC
goals.

Key Terms

 integrated: composed and coordinated to form a whole


 fragmentation: The act of fragmenting or something fragmented;
disintegration.

Setting Goals

Integrated Marketing Communication (IMC) is an approach to brand communications


where the different modes work together to create a seamless experience for the
customer. Customers are presented with a similar tone and style that reinforce the
brand’s core message. The ultimate goal is to make all aspects of marketing
communication– advertising, sales promotion, public relations, direct marketing,
personal selling, online communications and social media –work together as a
unified force, rather than in isolation. This synergy between different marketing
elements maximizes their cost effectiveness.

Integrated Marketing: Integrated marketing communications can be used to develop brand awareness,
increase consumer demand and change beliefs towards a product.

The cost effectiveness of mass media due to fragmentation has forced integrated
marketing communications to the forefront of modern marketing. As consumers
spend more time online and on mobile devices, the goal for marketing teams should
be for all exposures of the brand to tie together so they are more likely to be
remembered. Increasingly the strategies of brands cannot be understood by looking
solely at their advertising. Instead they can be understood by seeing how all aspects
of their communications ecosystem work together and in particular how
communications are personalized for each customer and react in real time.

Common IMC Objectives

In addition to considering recent market, consumer and technological shifts, brands


must assess their marketing budget and target audience when setting IMC goals. An
IMC strategy with a budget of $2 million will be radically different in size, scope and
reach than a marketing budget of only $2,000. Thus, smaller businesses with tiny
IMC budgets may rely heavily on social media advertising and word-of-mouth
networks to increase brand presence and generate new leads, rather than more
expensive television and billboard advertising.

Despite varying budgets, product features and benefits, and consumer behaviors,
organizations typically set and work towards the following goals when implementing
IMC strategies:

 To develop brand awareness


 To increase consumer or business demand for a product category
 To change or influence customer beliefs or attitudes
 To enhance purchase actions
 To encourage repeat purchases
 To build customer traffic to physical stores, websites or other marketing
channels
 To enhance firm/brand image
 To increase market share
 To increase sales
 To reinforce purchase decisions

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