16 5 (what is an integrated marketing communications program)
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What is an Integrated Marketing Communications Program?
-Nikunj G Katkoria-NIT Surat
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“Planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time”
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Evaluates
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Strategic roles of a variety of communication disciplines, such as: 1. General Advertising2. Direct Response3. Sales Promotion4. Public Relations
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And skillfully combines
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To provide:1. Clarity2. Consistency3. Maximum impactThrough seamless Integration of messages
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Coordinating Media
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Marketers should combine personal and non-personal communications channels to achieve maximum impact and increase message reach.
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Promotions when combined with
advertisements are more effective
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Companies can coordinate their online and offline communication activities
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Implementing IMC
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Integrated marketing communications can produce stronger message consistency, help build brand and create greater sales impact
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Management is forced to think about
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Every way the customer comes in contact with the company
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How the company communicates its positioning
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Timing issues
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