ADVERTISING WORLD
Integrated Marketing Communication (IMC)is a concept
of marketing planning that recognizes the added value of a comprehensive plan
that evaluate the strategic role of communication disciplines such as direct response,
sales and promotion which use all these disciplines to achieve clarity and consistency.
Integrated Marketing Communication as the name suggests
coordinates the various promotional elements and other marketing activities which
communicate firm’s customer. If integration means to bring something to a unify
whole then I can say that Integrated Marketing Communication unifies all modes
of brand communication and use them simultaneously to provide various products
and services among customers effectively and eventually yield the high
revenue for the organization. Advertising
firms which do need see the essence of Integrated Marketing Communication will
have difficulties in bringing new ideas and also satisfying the needs of its
consumers or customer. As the trend of advertising changes so as a firm’s
operation changes to adapt to the new market .IMC ensures that communication and
message are carefully linked together. It is basically integrating all the
promotional tools so that they work together.
Integration can be horizontal, vertical, internal
and external. Internal market keeps staff informed, motivated about the new advertising
development, new service standards and new strategy. External market also
requires external partners such as advertising and public relation.
THE
SIX FORMS OF INTEGRATED MARKETING COMMUNICATION.
Each communication form
has its own unique characteristics. The forms that marketers commonly use to
achieve their communication objectives are:
1.
Advertising:
Advertising is used to
build up a long term image for a company or product. It is also used to
increase sales. Advertising can efficiently reach geographically dispersed buyers.
Advertising can require large amount of money depending on the channel.
Television advertising is expensive than newspapers or radio advertising. The
presence of advertising might have great negative and positive effect on sales;
consumers might believe that a heavily advertised brand must offer good value.
Some forms used to get buyers to purchase a product include Pervasiveness which
permits the seller to repeat a message many times. It allows the buyer to
select from various competitors: Impersonal; The audience does not feel
obligated to pay attention or respond to advertising. Advertising is a
monologue in front of, not a dialogue with, the audience.
2.
Personal Selling:
Personal selling is
the most effective tool at the later stage of the buying process, particularly
in building up buyer preference, conviction & action. Personal selling has
three distinctive qualities. These include Personal Interaction: Personal
selling involves an immediate & interactive relationship between two or
more persons. Each party is able to observe the others reactions. cultivation:
Personal selling permits all kinds of relationship to spring up, ranging from a
matter-of-fact selling relationship to a deep personal friendship. Response:
Personal selling makes the buyers feel under some obligation for having
listened to the sales talk.
3.
Sales Promotion:
This method is adopted by companies by the use
of sales promotion tools such coupons, contests, premiums, and son to draw a
stronger & quicker buyer response. Sales promotion can be used for short
run effects used to trigger highlight product offers & boost sagging sales.
Some of the sales promotion benefits are;
Communication: They gain attention & may
lead the consumer to the product.
An incentive is when they offer concession,
inducement or contribution that gives value to the consumer. Invitation
is also used to engage in the transaction now.
4. Public
Relations:
Public relations is one of the strongest tools
Marketers tend to under use , yet a well-thought-out program co-ordinate with
the other communication mix elements can be extremely effective. The appeal for
public relations & publicity is based on three importance qualities such as
High Credibility through News stories & features . Ability
to catch buyers off guard and Dramatization: Public relations
have potential for dramatizing a company or product.
5. Direct
Marketing:
The many forms of direct
marketing – direct mail, telemarketing, internet marketing – share three
distinctive characteristics. Direct marketing is customized
that is the message can prepare to appeal to the addressed individual. Up-to-date,
which is when a message is prepared very quickly. And Interactive. This
means that the message can be changed depending on the person’s response
6.Interactive Internet Marketing
Interactive internet
marketing is where a company uses the various internet platforms to sell or
make it’s product known to the world. Internets give a company a large platform
for it to advertise its products and services. Some of the means to advertise using
the internet can be ;one on one interaction. Mass advertising or advertising on
the various social media platform.
