IMC

I/ What is Integrated Marketing Communication?

It is a concept under which companies manage messages, medias and promotional tools to target audiences. Companies coordinate communication channels to deliver a message about the organisation and its products. The range of promotional mix elements work in harmony with each other, improving effectiveness.

Kotler “a way of looking at the whole marketing process from the viewpoint of the customer”

Using it implies consistent messages with an integrity, cost savings and a better use of media, efficiency


The 4Es:
- Enhancing (intensify)
- Economical (least cost)
- Efficient (competent)
- Effective (outcome required)


The 4Cs:
- Coherence (connected)
- Consistency (in harmony)
- Continuity (consistent over time)
- Complementary communications (a balanced whole)


1- Horizontal integration: across business functions (production, finance, distribution, communication should work together)
2- Data integration requires a marketing information system, thanks to sales, direct mail and advertising
3- Vertical integration: marketing and communication must support corporate objectives and missions
4- Internal integration: keeping all staff informed and motivates
5- External integration: external partners (advertising, PR agencies)

One standardised message is less confusing and creates more impact

Klatchko: “IMC is the concepts and process of strategically managing audience-focused, channel-centred, and result-driven brand communication programs over time”




IMC enables marketers to combine their communications so as to plan a coherent approach; it focuses on customers and develops a good company-customer relationship












II/ Roles




Media planners understand the nuances of each media and look for the best media matching for a client

Market researchers understand customers and competitors, they test creative ideas and follow the completion of an advertising campaign to measure whether the campaign reached its objectives

The Public Relations team helps to communicate with stakeholders

The Advertising team helps to introduce a campaign to new prospects

The Multimedia team helps to reach the audience behind the written words

The Social Media team helps to spread the word to existing customers

The Product Marketing team helps to develop the connection between the new prospects and the product or service sold

As the degree of specialisation increases, the separation of promotions increases





https://s3.amazonaws.com/academia.edu.documents/51601641/David-Pickton-Amanda-Broderick-Integrated-Marketing-Communications-2005.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1506183544&Signature=n8RpM88uNmyjmaOUR8hcdMMS1BU%3D&response-content-disposition=inline%3B%20filename%3DIntegrated_Marketing_Communications_2nd.pdf

https://www.researchgate.net/profile/Philip_Kitchen/publication/228007097_Integrated_Marketing_Communication/links/55526d2908aeaaff3befe9d3.pdf

http://imc.wvu.edu/about/what-is-imc

https://www.thebalance.com/integrated-marketing-communication-imc-2295501

http://multimediamarketing.com/mkc/marketingcommunications/

https://coschedule.com/blog/integrated-marketing-communications/