Let us understand this with the help of an example. If an organization has a corporate brand with sub-brands (product or service), then IMC provides the ability to achieve a consistent corporate branding across all the sub-brands. It will also be different for products and services, and for consumer companies and B-to-B firms. -markets can be based on industries, size of businesses, geographic location, product usage, or customer value. If you order, one plate from the company, you will receive multiple mailings each month, announcing new issues and encouraging you to place your order. Nike is a prestige brand that adds value to its products communicating an upscale image identified by the Nike swoosh logo distinguishing the purchaser as a selective individual. The success of these organizations and many others provides examples and evidence that IMC is a critical differentiator for success. The good thing is that all is not lost. There are four basic components; all of them are vital elements of the marketing communication process. Then the campaign ends and consumers begin to forget the brand name, it starts decaying. Promotion is only one part of the marketing process and must be integrated into the overall marketing plan. Marketers need to strive hard to implement integrated communication plans within the stipulated time frame with the budget allocated for the same. 48. Nike created a strong brand, through its effective branding using consistent messaging across all communication platforms. The integrated marketing communications plan, is an approach that achieves the objectives of a marketing campaign, through well-coordinated use of different promotional methods that are intended to reinforce each other. IMC facilitates collaboration and creates synergy across departments or work groups. There are typically six steps in the IMC planning process. Difficulty ModerateLearning \u2028 Explain the IMC planning process. During the advertising campaign, sales often continues to climb. The sender, the message, the media (which carries the message e.g. Interbrand. The next steps in the IMC process include developing strategies and tactics, deciding on a budget, implementation, and evaluating the IMC plan’s effectiveness. Remember, your product must exceed customer expectations for customers to stay loyal towards your brand. -They help marketers to understand why consumers buy what they buy. Increased levels of competition and more ways to reach consumers creates a complex set of challenges for organizations in the modern era. An effective IMC approach can create a strong brand based on a consistent message strategy projecting a unified voice. It is always advisable to focus on the best customers. 47. This can be done by certain social media metrics, by analyzing online traffic with the use of Google analytics, by sales and social media tools that allow you to track engagement with certain items. approach emphasizes who uses the product, such as educators for Apple computers, Positioning can be based on the product class. such as beverages, breakfast foods, or sports cars. Pages 27 Ratings 100% (7) 7 out of 7 people found this document helpful; This preview shows page 23 - 25 out of 27 pages. Best Global Brands 2013. Then you need to decide what the benefits are to the consumer and why they would use the product. … Accessibility: Keyboard NavigationBelch - Chapter 01 #4
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Blooms: Understand, Difficulty: ModerateLearning Objective: 01-02
 Identify the tools of the promotional, mix-advertising; sales promotion; public relations; direct marketing; Internet. In spite of all the technology advances, the heart of any quality marketing effort is a sound strategy. Enhance brand image 4. refer to an ads message being remembered or carried over to the time when the product is needed and the consumer is thinking about the purchase. The campaign is used across all media since its inception in 1988. New York, NY: McGraw-Hill/Irwin. -segmentation focuses on how consumers use a product or on their purchase history. Normally, with this approach, management does not see the importance of communications. The plan involves getting a communication message to a customer; this message has to be clear, consistent and compelling. effects happen when an ad or message becomes old and stale and the consumer no longer pays attention to it. Factors Impacting Relationship Between Promotions and Sales. The IMC Planning Process - begins with an analysis of the context, which involves the 3 C's - customers, competitors, and communication. Difficulty moderatelearning explain the imc. B2C companies such as Coca-Cola, Red Bull, Starbucks, Apple, American Express, Stonyfield Farm/Danone and newcomer GoPro are great examples of companies that are doing IMC right. Developing the Integrated Marketing Communication Programme 6. | Proudly powered by WordPress, Analysis and discussion of key marketing elements critical to marketing success, Integrated Marketing Communications (IMC), Intermedia, Datavail, and Rockwell Automation. Brand communication methods instead of being used in isolation are all put together under one umbrella to increase the visibility of a particular brand and eventually yield higher profits for the organization. IMC ensures consistent brand messages are used in every internal and external communication and promotes collaboration amongst all stakeholders. Integrated marketing communication plan needs to reflect similar strategies employed by organizations to promote their brands. Successful implementation of integrated marketing communication plan relies on clear understanding of target customers - specifically their needs and expectations. Whether or not a company uses personal selling as part of its marketing mix depends on its business model. Promotional activities should not be undertaken just for the sake of it and as a mere formality. Explain integrated marketing communication (IMC) Explain the promotion mix; Describe common marketing communication methods, including their advantages and disadvantages ; Explain how organizations use IMC to support their marketing strategies; Integrated Marketing Communication (IMC) Definition IMC: Making an Impact with Marketing Communication. The blending needs to be done with utmost care. For more marketing tips, why not take a look at our article on the 3p's of marketing or join our mailing list to receive actionable digital marketing news with interviews from people high in industry! - begins with an analysis of the context, which involves the 3 C's - customers, competitors, and communication. Relation to text This slide presents the IMC Planning Model … Bird St., Lichfield WS13 6PY T: 01543 223074, Company Number 07286095 | VAT No: 991862178 | Data Protection No:ZA061863, Copyright Ⓒ 2020 Cocoonfxmedia Ltd Terms & Conditions | Privacy Policy. If you are not currently using an Integrated Marketing Communications (IMC) approach, you may have had some of the common thoughts and feelings most marketers have without IMC. It is essential to integrate the various components of marketing mix effectively and sensibly for effective results. It is now being used by about half of all firms. We are a ISO 9001:2015 Certified Education Provider. It is a brave new world with rapidly changing technologies, social media, and apps entering the market at a lightning fast-pace that can give you a headache. The Bradford Exchange is a company that sells collectible plates. Blythe, J. Promotional Programme Situational Analysis 3. are present at the point where the advertising or communications begins to affect consumer responses in a positive direction. - From the analysis of the 3 C's, decisions about the target market and product positioning can be made. Find out how much business would the end-users bring to your organization, before allocating budgets for the implementation of the plan. -sets the budge based on what it will cost to accomplish communication and the marketing objective that has been established. This is not an example of the work produced by our Essay Writing Service. Reinforce purchase decisions Nike instead of concentrating on mature professionals need to devise ways to promote the brand among individuals within age bracket of 16-23 years through integrated marketing communication plans. Example - If you are giving an advertisement in the newspaper, make sure the product details are also available on your company’s website, banners and hoardings are displayed at proper places and so on. Integrated marketing communication refers to integrating all the methods of brand promotion to promote a particular product or service among target customers. 3288 words (13 pages) Essay. Using IMC offers significant advantages and a distinct competitive advantage for a company in the form of financial results, and the ability to compete at a heightened level with the synergy IMC provides the company. Understand who all are the highest users of your brand (products and services)? These can be, a percentage of sales, competitive partially, percentage of profit, a budget depending on objectives and tasks and how much the company can afford.

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