What Is An Integrated Marketing Communications Program?

Kotler Chapter 16Aayushi Aggarwal IIT Kanpur

Why integration?

Many companies still rely on one or two communication tools.Marketers need to assemble various media properties and services in a integrated communication program.

Integrated Marketing Communications can produce stronger message consistency, help build brand and create greater sales impact.

Integrated Marketing Communication(IMC)

An approach to achieving the objectives of a marketing strategy, through a well coordinated use of different promotional methods that are intended to reinforce each other.

Coordinating media

Marketers should combine personal and non-personal communications channels to achieve maximum impact and increase message reach and impact

Promotions can be more effective when combined with advertising – can increase the success of more direct sales pitches

Companies can coordinate their online and offline communications activities.

Web addresses in ads allow customers to fully explore a company’s products

Implementing IMC

Solution

Companies should acquire Promotion agencies, Public relation firms,Website developers and direct mail houses.