Privacy Policy 9. This module is an introduction to integrated marketing communication. Their marketing communication activities must be integrated to deliver a consistent message and to achieve the appropriate strategic positioning. The consumers and their desires and requirements are better understood and analysed. The integrated communication concept, on the other hand, stresses on the dynamic integration between both inward and outward channels of communication. The concept of integrated marketing communication (IMC) was introduced in the 1980s (Schultz and Schultz, p. 19) and has since changed the way communicators and marketers interact and conduct business. They'll run equity and drive brand sales, from the prospective of building brand equity. Copyright 10. [MUSIC] Welcome everybody. Functions, Integrated Marketing Functions, Marketing Management. And can … Integrated Marketing Communication or IMC involve coordinating the various promotional elements and other marketing activities that communicate with the firm’s customers. © 2020 Coursera Inc. All rights reserved. The basic IMC tools used to accomplish an organisation’s communication objectives are referred to as the promotional mix. Content Filtration 6. Finally, through the Promotional activities (Communication) session, explore the different communication channels available and understand the importance of the media plan, dealing specifically with social media and omni-channel strategy. The marketing communications team will serve as the public voice of the company, creating campaigns that lead to positive brand awareness. Integrated marketing communication is essential not only for business to business marketing but also for direct interaction … 4. Some would even go as far as using all marketing communication tools in order to achieve their business goal. Customers can discover who develops and supplies the marketing offering. Huge Collection of Essays, Research Papers and Articles on Business Management shared by visitors and users like you. Public relations and publicity is a variety of programs designed to promote or protect a company's image or its individual market offering. At the end of this module you will be able to construct and manage your own Marketing Communication Mix, after having understood its role and importance in the Marketing Mix as a whole. You will have access to the latest trends and tools that are used in the integrated marketing communication. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods or services, by an identified sponsor. The marketing communication mix consists of eight major modes of communication. The business process and approach becomes comprehensive in character and methodology as it gives due importance to the roles played by each segment or function – selling, advertising, sales promotion, customer service, etc. Marketers need to assess which experiences and impressions will have the most influence at each stage of the buying process. It allows companies to link their brands to other people, places, events, brands, experiences, feelings and things. Events and experiences. Brand promotion increases awareness of products and services and eventually increases their sales, yielding high profits and revenue for the organization. The eight step is managing the integrated marketing process. Customers can discover who develops and supplies the marketing offering. In this article we will discuss about the concept and advantages of integrated marketing functions. Additionally, you will be able to establish your marketing communication budget. Integrated marketing communication goes a long way in creating brand awareness among customers at a minimal cost. For example, someone interested in buying a new car might talk to others, might watch a TV advertisement, read articles, look for information on the internet. Depending on the needs of the company, Integrated Marketing Communications can be synonymous with MARCOM, marketing communications. So the best firms carefully develop their brands to reflect this customer's perceived values. According to Kotler and Keller marketing communications are the means by which firms attempt to inform, persuade, and remind customers about the brands they market. Compliment this with skills from the âPâ session Place, where you consider channels and retail strategies with the overriding objective of defining a distribution strategy for your product or service. Integrated marketing communications (IMC) is an approach used by organizations to brand and coordinate their communication efforts. Account Disable 12. It could also be an incentive or reward for trial or usage. Integrated Marketing Communications It is essential for organizations to promote their brands well among the end-users not only to outshine competitors but also survive in the long run. People-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing and consuming market offerings. Companies must also communicate with present and potential customers, stakeholders and the general public. And you will also see professional points of view on the creative process. Direct Marketing. The integrated marketing functions offer the following advantages to a business entity:-. And then try several car models in the dealership, so we need to have all these things, all these contacts in mind. Integrated Marketing Communication (IMC) IMC “is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program … Before uploading and sharing your knowledge on this site, please read the following pages: 1. The team work among the different levels of executives and different functions in the production—distribution—sales system is greatly enhanced, and a unified action is possible to be pursued. The concept of integrated marketing functions refers to the total marketing system with all its subsystems whereby all the activities related to the effective implementation of the marketing function are combined in a way that would result in a co-ordinated team work to achieve maximum success for the business enterprise. Now that we understand the role of marketing communication and we know which are the major communication modes. Finally, we will work on the elements of the marketing communication mix. To view this video please enable JavaScript, and consider upgrading to a web browser that Integrated Marketing communication helps in integrating all essential components of marketing to communicate similar message to potential and existing end-users. And can contribute to brand equity. Communications it’s about getting the message out & repeating to get the message to the audiences you are trying to reach. The decisions for improvements in products, markets, profits, etc., are possible to be promptly made instead of adhoc judgements.
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