Integrated advertising promotion and marketing communications pdf free download

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Introduction: Integrated Marketing Communication Integrated Marketing Communication is a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

In a piece of music, while every instrument has a specific task, the goal is to have them come together in a way that produces beautiful music. Integrated marketing communications IMC is an approach used by organizations to brand and coordinate their communication efforts. The American Association of Advertising Agencies defines IMC as "a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communication impact.

The primary idea behind an IMC strategy is to create a seamless experience for consumers across different aspects of the marketing mix. The brand's core image and messaging are reinforced as each marketing communication channel works together as parts of a unified whole rather than in isolation. Prior to the emergence of integrated marketing communications during the s, mass communications—the practice of relaying information to large segments of the population through television, radio, and other media—dominated marketing.

Marketing was a one-way feed. Advertisers broadcasted their offerings and value propositions with little regard for the diverse needs, tastes, and values of consumers. But as methods for collecting and analyzing consumer data through single-source technology such as store scanners improved, marketers were increasingly able to correlate promotional activities with consumer purchasing patterns.

Companies also began to downsize their operations and expand marketing tasks within their organizations. Advertising agencies were also expected to understand and provide all marketing functions, not just advertising, for their clients. Today, corporate marketing budgets are allocated toward trade promotions, consumer promotions, branding, public relations, and advertising.

The allocation of communication budgets away from mass media and traditional advertising has raised the importance of IMC importance for effective marketing. Now, marketing is viewed more as a two-way conversation between marketers and consumers. New techniques and technologies have emerged on the surface of the business arena and have become eminent for effective marketing strategies. IMC is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.

Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. Integrated marketing communications IMC is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program, which maximizes the impact on consumers and other end users at a minimal cost.

There are a number of reasons why marketers are adopting the IMC approach. A fundamental reason is that they understand the value of strategically integrating the various communications functions rather than having them operate autonomously. By coordinating their marketing communications efforts, companies can avoid duplication, take advantage of synergy among promotional tools, and develop more efficient and effective marketing communications programs.

Advocates of IMC argue that it is one of the easiest ways for a company to maximize the return on its investment in marketing and promotion. The move to integrated marketing communications also reflects an adaptation by marketers to a changing environment, particularly with respect to consumers, technology, and media. Major changes have occurred among consumers with respect to demographics, lifestyles, media use, and buying and shopping patterns.

Major Characteristics of Integrated Marketing Communication The integrated marketing communications movement is also being driven by changes in the ways companies market their products and services.

A major reason for the growing importance of the IMC approach is the ongoing revolution that is changing the rules of marketing and the role of the traditional advertising agency. Many marketers feel that traditional media advertising has become too expensive and is not cost-effective. Many companies are turning to lower-cost, more targeted communication tools such as event marketing and sponsorships, direct mail, sales promotion, and the Internet as they develop their marketing communications strategies.

Due to consolidation in the retail industry, small local retailers are being replaced by regional, national, and international chains. Large retailers such as Wal-Mart are using their clout to demand larger promotional fees and allowances from manufacturers, a practice that often siphons money away from advertising.

This is leading many marketers to shift their focus to promotional tools that can produce short-term results, such as sale promotion. Many companies are building databases containing customer names; geographic, demographic, and psychographic profiles; purchase patterns; media preferences; credit ratings; and other characteristics. Marketers are using this information to target consumers through a variety of direct-marketing methods such as telemarketing, direct mail, and directresponse advertising, rather than relying on mass media.

Advocates of the approach argue that database marketing is critical to the development and practice of effective IMC. Many companies are moving toward incentive-based systems whereby compensation of their ad agencies is based, at least in part, on objective measures such as sales, market share, and profitability.

Demands for accountability are motivating many agencies to consider a variety of communication tools and less expensive alternatives to mass-media advertising. The Internet revolution is well under way, and the Internet audience is growing rapidly. Reason for Integrated Marketing Communications Five major shifts in the worlds of advertising, marketing and media have caused an increased interest in and need for IMC.

Those who practice IMC are avoiding duplicate messages, capitalizing on the synergy among promotional tools, creating more effective marketing programs and maximizing ROI. An IMC strategy benefits all organizations at every level of the organization.

IMC provides alignment of the brand position with the differentiation business strategy giving the company one voice and one look in all communications. The benefits that an IMC approach built on a comprehensive and well-developed brand strategy include: Operations :At the operational level, IMC reduces transaction costs, interdepartmental conflict, and duplication of effort.

Campaign :At the campaign level, IMC creates synergy with the communications mix providing a higher return on campaign investment than the competition. Brand Performance: At the brand performance level, IMC provides clarity and consistency to brand messages to create brand loyal customers. Market and Position : At the market and position level, IMC can decrease the rate of defection, increase market position, sales, and sales growth.

Advertising has played a major role in consumer marketing, and has enabled companies to meet communication and other marketing objectives. Typically, advertising is used to inform, persuade, and remind consumers.

It importantly reinforces their attitudes and perceptions. Advertising has been a target of criticism for decades. Advertising has been hailed as a capitalistic virtue, an engine of free market economy, and a promoter of consumer welfare. Its detractors on the other hand accuse it of an array of sins ranging from an economic waste to purveying of harmful products, from sexism to deceit and manipulation, from triviality to intellectual and moral pollution.

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