CREATIVE PROMOTION

P2. EXPLAIN THE IMPORTANCE OF INTEGRATED MARKETING

COMMUNICATION ACTIVITY TO CONTRASTING BUSINESS
Integrated marketing communication is the passing of information to
consumers, which is consistent. This is included in all types of marketing
communication, which includes; Advertising, sales promotion, public
relations, direct marketing, and social media.

Conveying different messages to consumers creates an that portrays the

organization as unreliable. Therefore, Integrated marketing communication
allows an organization to have similar messages across all the marketing
platforms, thus creates trust, presents the organization as professional
entity. Also, integrated marketing communication plays an important role in
passing on information for brand awareness to a large audience. It also
helps in ensuring that the messages that are being passed on are
consistent.

Now I will discuss about the consistency of promotional actives;

Using different branding segments like; advertising, sales promotion and

etc., organizations help support various messages that are not
contradictory. So, we the marketing team sends out similar messages
throughout different promotional platforms that is known as a consistent
promotional activity.

Importance of IMC

As IMC helps with passing information to the consumers that is constant, it

important that organization implement IMC in order to have long term
marketing that is successful and reaches a large number of people. Even
though it is mix of promotional methods it helps in providing brand
awareness and recognition in a very well-maintained way, while sending
out clear, constant and similar messaged to all customers.

Consistency of Promotional activities

Having put the same kinds of effort throughout different kinds of

promotional activity like; advertising, direct selling, and others is known as
Consistency within the promotional activity. If an organization delivers
similar message throughout all the promotional activity, the consistency is
maintained, thus resulting better brand recognition. For example: Colgate
delivers similar messages “cavity protection” throughout all
promotional activity, keeping the steadiness in promotional activity
resulting in consistency of promotional activity.
Consequences of Inconsistency in IMC

Every organization needs to send messages to consumers that is similar

across all the marketing platforms. If an organization fails to do so, the
inconsistency in IMC will reduce the trust and reliability of the customers for
that organization. Also, as stated before this portrays the organization as
an unprofessional entity for doing business with, moreover in consistency
of IMC will leave the customer confused. For example: GP advertises a
3GB internet bundle for 222 Taka on a tv advertisement, even though
it is claimed on the website differently. This creates a state of
confusion among the consumers and damaging brand image, some
may even leave the operator.