University of Development Alternative (UODA)
1. Introduction: Integrated Marketing Communication
The global market place consists of an increasingly complex arena of competitors within a rapidlychanging environment. New companies are formed on a daily basis, from small business tointernet-based operations, to expanding global conglomerates originating from major takeovers andmergers. At the same time big market leaders invest a lot in marketing activities. From approachesas simple as using billboards to methods as complex as established global websites, the number andways to reach out to customers continually increases.In the face of these sophisticated and cluttered market conditions, firms try to be heard. Theyattempt to speak with clear voice about the natures of their operations and the benefits associatedwith the firm’s goods and services. With so many choices available, and so many media bombarding potentials customers with messages, it is vital that what should be communicated isreaching buyers in a clear and consistent manner.
Integrated Marketing Communications
An Integrated Marketing Communications program is based on the foundation provided by thecommunication model. IMC programs have been described in several ways; the consensus is todefine them as follows:
Integrated Marketing Communication (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.
This integration affects all firm’s business-to-business, marketing channel, customer-focused,internally directed communications.Another definition from the American Association and of Advertising Agencies (4As) ;
“ aconcepts of marketing communications planning that recognizes the added value of acomprehensive plan that evaluates the strategic roles of a variety of communication disciplines— for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communications impact.”
Integrated Marketing Communication (IMC) is the coordination and integration of all marketingcommunication tools, avenues, and sources within a company into a
seamless
program thatmaximizes the impact on consumers and other end users at a minimal cost
.
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