21 Aug What is Integrated Marketing Channels (IMC)?
What is Integrated Marketing Channels (IMC)?
Integrated marketing communications (IMC) refers to integrating and coordinating the company’s many communications channels (Promotional Mix) to deliver a clear, consistent, and compelling message about the organization and its products.
What is the role of the Promotional Mix?
Promotion Mix, or marketing communications mix, refers to the precise blend of promotion tools that the company uses to engage consumers, persuasively communicate customer value, and build customer relationships. There are five major promotion tools:
- Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
- Sales promotion involves short-term incentives to encourage the purchase or sale of a product or service.
- Personal selling is personal customer interactions with the firm’s sales force for the purpose of making sales and building customer relationships.
- Public relations refers to building good relationships with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
- Direct and digital marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
IMC is Evolving, Why?
- In this digital, wireless world, consumers are better informed and more Communications empowered. Rather than relying on marketer-supplied information, they can use the Internet, social media, and other technologies to find information on their own.
- Marketers are developing focused marketing strategies designed to build closer relationships with customers in more narrowly defined “target markets.”
- Advances in digital technology are causing remarkable changes in the ways companies and customers communicate with each other.
Learning Objectives
Upon completion of the course, students will be able to:
- Explain the development of an advertising campaign
- Apply advertising strategies to real-world examples
- Analyze when and how advertising and PR should be a part of a marketing campaign
- Create a marketing strategy to address the needs and wants of a target market
Module Reading and Resources
Textbook: Marketing: An Introduction, Chapter 12
This chapter will provide an overview on how companies use advertising and PR as part of their larger marketing strategy
Access this resource by going to the MyMarketingLab area under the cours
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