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Integrated Marketing Communications

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Integrated Marketing Communications are the practice of developing a message that will combine the strengths of several different tactics across numerous media to ensure that maximum market penetration is achieved. This can include, but is not limited to, coordinated campaigns consisting of advertising, public relations, direct selling, product demonstrations, trade shows, and sales promotions like coupons and volume discounts.

How can we utilize and incorporate all of the marketing information available to us as an organization (including research, sales history, knowledge of distribution channels, and pricing strategies) to develop an Integrated Communications campaign? How can such a campaign invoke an emotional response with the target market, lower the market's sales resistance, and persuade the market to purchase the product? Be sure to include examples from your own experiences and/or the readings to provide support for your answers.

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Integrated Marketing Communications are the practice of developing a message that will combine the strengths of several different tactics across numerous media to ensure that maximum market penetration is achieved.

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We can utilize all the marketing information available to us in different components of IMC campaign by customizing the campaign in a manner that suits the company in the best possible manner and yields maximum benefits for the overall marketing plan and corporate strategy.

Marketing information gathered via primary and research such as information about customer needs, preferences, concerns and decision making criteria can be effectively used in customizing the IMC campaign to appeal to the target audience in the best possible manner. Similarly, other information and reports generated via software tools such as CRM, ERP, etc., like information about customer demographics, etc. can be effectively used to decide on the best combination of media or channel for IMC. ...

Solution provided by:
Sandeep Bardia, MBA
Education
  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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