Intergrated marketing communications
there has been a gradual move towards integrated marketing communications in recent years.
the aim of integrated marketing communcations is to:
ensure that all communications to all potential aduiences are consistent
to create greater reinforcement by the target audiences receiving messages in different ways
be more cost effective
ensure that all potential means of communications are moniotored
Definitions:
FILL,2003: IMC is the management process associted with the strategid development, delivery and dialogue of consistent, coordinated messsages that stakeholds perceive as reinforcing core brand propositions.
Schultz, 1993: IMC is a concept of marketing communcations planning that recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines (for example general advertising, direct response, sales promotion, and plucib relations)...and combines these disciplines to provide clairty, consistency, and maximum communications impact.
A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.
IMC is the strategic choice of elements of marketing communications which will effectively and economically influence transactions between an organisation and its existing and potential customers, clients and consumers (Betts et al, 1995)
Feautres of integrated marketing communications:
clearly identified marketing communcations objectives which are consistent with other organisational objectives.
planned approach which covers the full extent of marketing communications&nbs ...