DEVELOPING INTEGRATED MARKETING COMMUNICATION PROGRAMS

Introduction:
Now, let’s talk about Integrated Marketing Communications (IMC). So, what
is IMC? When say Integrated Marketing Communications is a strategic,
cooperative, and promotional marketing function that influences
consumers' purchasing decisions by delivering consistent and persuasive
brand messaging to a targeted audience through various marketing
channels.
Why do we think it is important? Simply because it helps ensure that
marketers are utilizing all the available channels to enhance a marketing
campaign and brand messaging to reach their intended audience or buyer
persona. So let’s proceed to
Criteria for IMC programs or short for 6C’S
The primary objective of evaluating an IMC program's overall impact is to
design a communication program that is as successful and efficient as
feasible.
1. Coverage – it indicates how far can you reach with all your
communication options. In coverage, it is where they need to reach the
intended target audience. Also, it needs to make sure that there’s no
overlapping in the exposure. For example, if you decided to put both print
media ads and radio, let’s say that your prospective consumer is reading the
newspaper in his office and when he goes home, he listens to the radio ads
with the same product. In this case, the consumer is being exposed to the ad
twice so this is what we called overlapping.
2. Cost – From the word “cost” is about per capital. Businesses must assess
marketing communications considering all the communications optimization
model's criteria while also taking price into consideration. In doing so, the
most effective and efficient communication campaign will be achieved.
Social media managers can run tests utilizing tracking metrics that can
forecast return on investment to increase cost efficiency (ROI). For example,
when you used TV ads it is pricey at first but the advantage it can expose
many audiences to the program.
3. Contribution - In the absence of exposure to any other sort of
communication plan, the contribution represents the primary impact and
capacity of marketing communication to elicit the desired response and
desirable effects in customers. In this case, the goal of the marketers is to
keep the message on the mind of the consumers.
4. Commonality - The level to which associations that customers form is
supported by all forms of communication is known as commonality. In other
words, it refers to the degree to which the meanings of the various
communication alternatives are consistent. According to studies on how
consumers process information, a repeated message is more powerful when
delivered in a variety of formats as opposed to just one. For example, TV ads
and Radio Ads which is two different medium but they both convey one
message.

5. Complementarity - The level to which diverse associations and

connections are emphasized through various communications is known as
complementarity. To build distinct associations with customers for effective
positioning, marketers must make them aware that there are better
communication methods available for each aim they need to accomplish.
For instance, supporting a cause may increase consumer opinion of a
brand's reliability and trustworthiness, but it might also be necessary to
advertise on television or in print media to effectively convey the message.
6. Conformability – It contains in its communication option that should work
with a different types of consumers.