Integrated Marketing Communication Assignment.
Integrated Marketing Communication (IMC) has been a key mean of communication
in many business organizations in the world. It is conducted in an interaction manner as
opposed to other isolation means. IMC has proved to be advantageous to organizations in
different ways including; positive product image, customer satisfaction, product and brand
awareness, increased profitability and other more benefits. In this paper, we will explain the
concept of IMC, its increasing importance, and the importance of segmentation in marketing
communication. Integrated Marketing Communication Assignment.
In business organizations, communication is the process of sharing and passing on
meanings and thoughts among consumers and organizations. Thus it keeps distribution
channels combined. Actually, communication enables the organizations and consumers to
transmit influential concerning marketing channels. Through an effective communication,
ideas can be spread, promotion of products can be done, and actually a marketing network can
be created. Integrated Marketing Communication is a developed form of communication
which ensures that all elements of marketing and forms of communication are effectively and carefully linked to ensure perfect synergy. IMC enables business organizations to conducting their marketing activities and campaigns in an efficient and cost-effective way. This is achieved by integrating business process tools. For instance advertising activities, business emails, sales promotion activities, telemarketing, and business social media can be integrated for purposes of information clarity (Kotler 2003). Integrated Marketing Communication Assignment.
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Literature review
Through the Integrated Marketing Communication business process activities and
trends such as consumers’ relationship with the organization, advertisement, marketing
programs, and many others have not just been made efficient and effective but also they have
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aligned, related, and coordinated in order to maximize the benefits of the organization
(Schultz 2003). It is an ultimate process in marketing has also enhanced the standards of
living by offering effective communication (Kotler 2003). Actually, due to the benefits that
IMC has to business organizations many of the managements and business owners of this 21 st
century are interested in it and many of them have already embraced it in their communication
systems. It is reported that any business organization operating without an Integrated
Marketing communication usually experiences inconvenience in accessing information. For
instance, take a case where such organization’s messages are not sent in a combined form, this
may hint a bad perception to its customer due to lack of coherent such as a negative product
image which will affect their behavior. Usually, in order to maximize the benefits of the IMC,
the members of the organization and other involved parties need to understand how the form
works. Better utilization of the IMC can result in greater benefits for the business (Holm
2006). Integrated Marketing Communication Assignment.
The concept of Integrated Marketing Communication
Integrated marketing is actually customers based. It first requires that customers
understand its development, purpose, and its value. IMC incorporates all elements that are
involved in product promotions and maintaining the position of the product in the market.
Usually, an Integrated Marketing Communication system is strategically oriented and
continuous. It is reported that this form had originated from three different areas, these areas
include;
• The clients’ side and related factors such as increasing competition and the increased
marketing risks.
• The awakening of the market and media from ancient forms of advertisement.
• The consumers” changes in lifestyle.
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Presently for the effectiveness of business processes, the organizations require a
planned and perfectly managed consumers’ database which can only be enhanced by IMC.
This begins with customer management, product development, pricing, distribution channel
and other activities which ensure business success. IMC together with marketing mix
strategies can be used to promote a product over competitors by concentrating on the right
touch-points. IMC identifies consumers’ intuition through the use of both on and off-line
distribution channel approaches which assist the organization to establish a firm product-
consumer relationship (Holm 2006).
Reasons for the increasing the perspective of the importance
The Integrated Marketing Communication has very common in 21st because of the
perceptions that business organizations have about it. They believe it has many advantages
over the traditional forms of advertisement and brand promotion strategies. Some of its
advantages include;
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A. Advantageous large audience
IMC performs an integral role in passing a product and brand message to a large
combined audience. It integrates all necessary elements and parties of a marketing process
and communicates the same message to all consumers. The large audience can enable the
organization to fulfill its business process.
B. Creative consistency
IMC combines tools of marketing and incorporates a creative treatment. It makes the
message consistency in the consumers by repeating the key phrase, headlines, and image of
the related brand. Integrated Marketing Communication Assignment.
C. Cost saving
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The repeating nature of IMC and its consistency saves the cost of promoting a brand
since most of the images, and messages are repeated. This saves the cost copy-writing new
message and producing new images.
D. Customer preference
Many customers prefer the IMC because of its interactive nature and therefore
organizations to prefer it. Through IMC customers can share out what they prefer to improve
the organization’s business process.
E. Efficiency and increased revenue
IMC streamline the marketing process by integrating the components involved. Also,
it increases the revenue of the organization by cutting down the product promotion cost
(Kotler 2003).
Reasons why segmentation is important in marketing communication
Differentiating the market into different segments and identifying the target segment
has the following advantages to marketing communication;
a) Easy identification of marketing opportunities
By having the market in different segments, the marketers can easily identify areas
where the consumers’ response is poor and they can be to strategies on how to market there
and ensure product promotion.
b) Determining the perfect marketing program
Through market segmentation, the marketers are able to understand their customer
needs. This will enable them to formulate an effective program of communication and product
production for each segment according to their needs.
c) Proper allocation of marketing resources
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Usually, marketing communication resources can be properly located when the market
is in segments. Marketers can be able to determine which market needs what information and
what services.
d) Easy assessment of the market
Market management becomes simple when it is in segments. In that case, marketers
can easily determine in which segment they are not performing good and in which areas they
are better. This will enhance marketing communication strategies. Integrated Marketing Communication Assignment.
e) Effective advertisement
Having the market in different segments will enable the organization to understand it
customer and determine which mean of advertisement is effective.
f) Marketing efficiency
Through segmentation, specific promotions, pricing, a channel to be used can be
determined and this can enhance efficiency in marketing communication (Kinnear &
Bernhardt 1983).
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References
Holm, O. 2006, “Integrated Marketing Communications from tactics to strategy”. Corporate
Communications, Vol. 11, no. 1, pp.23-33.
Kinnear, T. C., & Bernhardt, K. L. 1983, Principles of marketing. Glenview, Ill, Scott,
Foresman.
Kotler, P. 2003, Marketing management. Upper Saddle River, N.J., Prentice Hall.
Kotler, P., & Armstrong, G. 1991, Principles of marketing. Englewood Cliffs, N.J., Prentice
Hall.
Schultz, D. E., & Schultz, H. 2003, IMC, the next generation: five steps for delivering value
and measuring financial returns. New York, McGraw-Hill.
Sherlekar, S. A., Prasad, K. N., & Victor, S. J. S. 2010, Principles of marketing. Mumbai
[India], Himalaya Pub. House. http://site.ebrary.com/id/10415164. Integrated Marketing Communication Assignment.