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Tanny- Perception of IMC and Implementation Mehedi- How agencies coordinate and evaluate IMC Namira- Barriers to Coordinated

Approaches Tareq- Barriers to Measuring Effectiveness Shoikat- Managerial Implications and Conclusion Perception of IMC and Implementation IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable and persuasive brand communication programs over time with consumers, prospects and other targeted, relevant external and internal audiences. IMC or integrated approaches to marketing communication are regularly sought by client organizations. We can see that organizations are diversifying and expanding their promotional services, and these services are increasingly integrated. Clients seek solution to communication problems and the resolutions to these problems are often client-driven and customer focused. How agencies coordinate and evaluate IMC There is a significant requirement placed on agencies to work with other agencies in developing and implementing integrated sources for clients. But there is a problem in this type of relationship as agencies prefer to work solo or with their trusted colleagues. Advertising agencies which are in the process of becoming communication agencies normally have this tendency, in comparison to the Public Relation agencies who operate in a wider dimension in communicating with diverse stakeholders.IMC is about coordinating communication discipline rather than being a strategic business process. Barriers to Coordinated Approaches Some barriers to coordinated approaches are: 1. The measurement/ evaluation issue. 2. The structure and relationship between agencies servicing campaigns, which implies time and relationship for trust between client and agency, as well as between agencies.

If IMC is to be no more than an outside in approach, it implies that few client organizations are willing to invest in database technological development or restructuring to allow the return on investment measurements. And in case further development does not take place within client organization, then IMC be well remain the stated norm in literature and practice, but

development toward IMC will probably be a form of expression rather than deeply held philosophy. And here are some difficulties in coordinating the work of different advertising and public relation agencies working on different campaign: 1. Involvement of clients top management 2. A drive to increase existing budget 3. Controlling other participating agencies 4. Being controlled by the main agency 5. Turf battle among the participating agency 6. Different organizational structure between participating agencies 7. Different corporate cultures between participating agencies. Barriers to Measuring Effectiveness Now days, organizations are eager to measure IMC campaign effectiveness rather than the effects of the individual components of a campaign. Advertising agencies do this on a more rational basis than the public relation agencies. An in depth qualitative research is needed to assess the IMC campaign measurement issue. But the cost of this measurement is the responsibility of the client, though in many cases it is delegated to agencies on a fee basis or as part of the retainer. Public Relation agencies see the measurement function as being shared between all parties while the advertising agency does not. The current best measuring methods are related to either financial or behavioral effects. And these relate to the integration of communication with financial and behavioral objectives, Most advertising agencies use brand awareness, while public relation agencies believe in increasing their sales. But there are other factors like objective set and return on investment. Managerial Implications and Conclusion Now days, agencies does not utilize Integrated Marketing Communication fully, they continue with the task they are asked to do. Marketing organizations cannot depend on agencies to do

IMC for them, no matter how integrated the IMC is. Marketing organization should be integrated first and then specific tasks can be handed over to agencies. Some findings about the IMC are given below: IMC development process implies that some progress beyond simple positioning towards adopting an outside in perspective, where to some degree consumers and consumer needs become a driving force leading to appropriate communication. The weakness of IMC lies in apparent inability of agencies to measure behavioral outcomes. Measurement or evaluation represents an additional cost to clients. Given that client should have build up detailed behavioral database of consumer over time, it would be most unreasonable to assume that agencies will be allowed to access to these, unless a strong relationship of trust built over time had been developed. Study shows that, if firms are now moving towards alignment of promotional mix elements, this can be done without recourse to consumers, customers or their needs. In other words, most businesses still adopt an inside-out approach. Inside-out approach resonates with product, production and sales orientation. Now it will be interesting to compare and contrast the findings about IMC across the countries. So it is obvious that integrated approaches to communication are vibrantly alive and well, driven by client needs and are now moving toward a second more simplified stage.