In the next session I am in charge for the role of the recorder, but to profit even more by the closing discussion I did my own research anyway. Below, you can read what I have found to IMC:
Learning Objectives
How to use integrated marketing communication
effectively in a company?
·
What is
Integrated Marketing Communication (IMC)?
o What is the definition of IMC?
Integrated Marketing Communication (IMC) is the application of consistent brand messaging across both
traditional and non-traditional marketing channels and using different promotional] methods to reinforce
each other.
An approach to achieving the objectives of a marketing campaign, through a well coordinated use of
different promotional methods that are intended to reinforce each
other.
As defined by the American Association of Advertising Agencies, integrated marketing
communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact."
What are included in IMC? (Internal, external)
o What are the channels of IMC? (Media, event sponsorship, consumer
promotion and others)
From my point of view and in reference
to my research is there no limit of channels so there exists a really wide
range of channels. Some examples as follows:
·
What are the purposes and goals of IMC?
o
Why companies need IMC?
o What is the benefit of an effective IMC?
Consistency of message is one of the most important elements of
integrated marketing communication. The copy style and content should be
consistent across all media. When prospects read an advertisement, visit a
website, pick up a leaflet or take a call from a telemarketing specialist, they
should perceive the same product descriptions and benefit statements in each
communication.
Design consistency also is important. Using the same colors,
photographs and other visual elements helps to reinforce the important campaign
messages and links the various campaign elements together. As an added bonus,
design consistency can help reduce campaign costs by specifying standard
elements and reusing visual material across all media.
Reinforcement is a
key element. Integrated marketing communication ensures that all the elements
of a marketing campaign work together to achieve objectives and deliver
results. A campaign to improve sales through a retail network, for example,
would include retailer training guides, templates for local advertising and
direct marketing, sales incentives for the retailer sales force, and
advertising that drives business to the retail network.
·
How to coordinate IMC within a company?
o
Which department is in charge of IMC?
Unfortunately, I
couldn’t find a specifically responsibility for some department which is in
charge of IMC. From my point of view, the best way to implement IMC is to compile
a temporary task-force in the marketing department and develop a guideline for
the future.
o
How to use IMC effectively?
Research
conducted by Kitchen and Schultz 1999 focused on advertising agencies, while
best practice IMC cases were explored by the American Productivity and Quality
Center (APQC 2007) led by Schultz). The findings of these studies enabled a
four-stage model (see Figure below) in order to understand the development
process of an IMC approach within client organizations.
·
Closing: The Importance of IMC in marketing
Integration has
become a widely used concept in marketing. Marketing theory that was
established during the discipline’s formative years has been overtaken by the
complexities of real-time, multimodal, multi directional communication.
Sources:
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