NOTRE DAME OF MIDSAYAP COLLEGE

Graduate School
Midsayap, Cotabato

Student: CHERIE ROSE E LINAMAS

Professor: GENEVIEVE ONDOY-TORINO , DBM

A BRIEFER ON IMC INTEGRATED MARKETING COMMUNICATION

Integrated marketing communication (IMC) can be defined as the process used

to unify marketing communication elements, such as public relations, social media,
audience analytics, business development principles, and advertising, into a brand
identity that remains consistent across distinct media channels. It allows public and
private organizations and businesses to deliver an engaging and seamless consumer
experience for a product and/or service, and to optimize an organization’s image and
relationship with stakeholders. Professionals with a background in integrated
marketing communications might pursue employment throughout the marketing and
communications industries, in areas such as social media marketing, digital media,
journalism, market research and consulting, public relations, non-profit and
government, entertainment, television and radio, and other related fields.

integrated
Promotion is one of the four major elements of the marketing mix. Therefore, an

achi The the

eve rationale behind integrated marketing communications (IMC) is to
Managing the communication processes in marketing by creating a
favourablepredisposition towards:
ProductServiceIdeaPerson
Do you remember the first lecture, in which we looked at the five models of the relationship between marketing
and PR? (separate but equal, equal but overlapping, Marketing dominant, PR dominant, both the same
function).Well for this lecture, think of PR and marketing working in harmony. Equal and overlapping. The end
result is marketing and PR are about the same thing ... persuasion. However, the nature of IMC is
promotional, so in that respect it does have a marketing bias.¥ Simply put: it is the
communication processes used in marketing. Semeink definition (2002), and the range of Promotional
tools (known as the mix). Management of these two things equals IMC.As Harrison (p.420) points out,
it also makes sense from a strategic point of view, for PR to strengthen its ties with marketing.
 The Participants Marketing org., Ad. Agency, Specialists : Media orgs., Event mgt. Web designers
Sales promotions ,Direct mktg, and Public Relations. Components : 1. Promotion- the process, 2. Promotional
Mix- the tools, and 3. IMC- using the tools in tandem. The Mix: Advertising, Direct Sales (Personal selling),
Promotion, Marketing Communication , And Direct Selling. Advertising,: paid and mass-media . The Mix-
promotion : Sales -focused and Incentive -based( Samples, Coupons, Contests, and Discount ). Direct
Marketing ( Sales): uses mixed media, elicits direct response, and occurs everywhere.
Integrated marketing communication goes a long way in creating brand
awareness among customers at a minimal cost. Integrated marketing
communication is essential not only for business to business marketing but also for
direct interaction with customers. Organizations implementing integrated
marketing communication not only successfully promote their brands among
target audience but also develop trust among them who would always stick to their
brands, no matter what.

Integrated marketing communication scores over traditional ways of

marketing as it focuses on not only winning new customers but also maintaining
long term healthy relationship with them. Integrated marketing communication
ensures two way dialogue with customers - a must in all business. Customer
feedbacks need to be monitored well if you wish to survive in the long run.
Remember, their feedbacks are valuable and need to be evaluated carefully. Gone
are the days when marketers used to rely only on advertising and simple
promotions to make their brand popular among end- users.

Integrated marketing communication saves time which is often lost in

figuring out the best marketing tool. Through integrated marketing communication,
marketers can smartly blend and integrate all marketing tools for better response.
In a layman’s language integrated marketing communication provides a wide range
of options which help marketers connect easily with their target customers.
Integrated marketing communication ensures that the customer gets the right
message at the right place and right time.

REFERENCES:
https://www.managementstudyguide.com/importance-of-integrated-marketing-
communication.htm
Integrated Marketing Communications

Project: Book: Travel Marketing, Tourism Economics and the Airline Product (Springer
Nature)/Mark Anthony Camilleri/University of Malta

https://www.mastersincommunications.com/faqs/what-is-integrated-marketing-communications

https://www.researchgate.net/publication/319085740_Integrated_Marketing_Communicatio
ns
IMC Integrated Marketing Communication/ Greg Smith, PhD