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Chapter 1 Introduction To Integrated Marketing Communication

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Tanmay Shrivastav
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104 views3 pages

Chapter 1 Introduction To Integrated Marketing Communication

Uploaded by

Tanmay Shrivastav
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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TOPIC - INTEGRATED MARKETING COMMUNICATION: A STUDY OF THE EFFECTIVENESS OF ONLINE

MARKETING :

Chapter 1 Introduction to Integrated Marketing Communication :


1.1 What is Integrated Marketing Communication?

"A marketing strategy is the foundation of any business strategy; companies exist to provide
goods that satisfy customers."

Organisations utilise integrated marketing communication (IMC) as a way to organise and


brand their communication campaigns. IMC, according to the American Association of
Advertising Agencies, is "a concept that recognises the added value of a comprehensive plan
that evaluates the strategic roles of a variety of communication disciplines, and combines
these disciplines to provide clarity, consistency, and maximum communication impact." An
IMC strategy's main goal is to give customers a seamless experience across all of the marketing
mix's components. Each marketing communication channel functions in concert with the
brand's primary image and statement, rather than independently.

IMC is a component of an organization's marketing mix that is intended to educate, persuade,


and remind the market about the company and/or its products, according to William Stanton.

Integrated marketing communication, according to Koekemoer & Bird (2004), is the


combination of tactics, resources, and media employed by a marketer to enlighten or remind
potential consumers about a certain product offering and try to convince them to buy or use it.

To optimise revenue, IMC combines several marketing, advertising, and communication


services with promotional tools. In the end, IMC is attained by clear, consistent messaging that
builds consumer affinities and familiarity. Consumers can relate to and find value in effective
IMC messaging and imagery. A tried-and-true IMC concept, messaging and branding
consistency, leads to customer satisfaction and loyalty.

1.2 Background of IMC:

IMC was first established by the American Association of Advertising Agencies in 1989,
primarily in response to the demand from customers for more from businesses than just
traditional advertising. The term "new advertising" was first used by the 4As, but this term did
not accurately cover many other components that are included in the term "IMC"—most
notably, those that go beyond the typical advertising process and involve more than just
advertising.

In general, firms switched from the traditional advertising strategy to the integrated marketing
communications (IMC) strategy due to a wave of new market trends that emerged in the late
20th century:
 Diminished credibility and impact of the message: It became harder for a
single message to have a significant impact as the quantity of commercial
communications increased.

 Increasing client expertise: Consumers of public relations and marketing


firms gained knowledge about advertising techniques, policies, and
procedures. Customers started to understand that there were other ways to
contact them besides television advertising.

 Increasing number of overall products: Retailers were inundated with new


products from manufacturers, many of which were exact replicas of pre-
existing items. Therefore, in order to draw in customers and boost sales, a
distinctive marketing and branding strategy was essential.

 Increasing global marketing: International competition for advertising came


in very quickly. Businesses soon came to the realisation that they were now in
the global marketing arena even if they did not conduct business abroad.

 Decreasing costs of databases: Names, addresses, and other data can now be
stored and retrieved from databases for a notably lower price. This
downturn gave marketers a better opportunity to connect with customers.

 Increasing mergers and acquisitions of agencies: Numerous leading


advertising agencies and PR businesses joined up with other communication
organisations or became partners themselves. Increased inventiveness and
the extension of communication beyond advertising to include event planning
and promotion were made possible by these mergers.

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