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What is integrated marketing communication (IMC)?
There's always different meanings but the one that I like the most is one from Schultz and Kitchen (2000)
"IMC is a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, and other targeted individuals"
(Philipp J. Kitchen, Patrick de Pelsmacker.(2004). Integrated Marketing communication: A primer)
In my opinion IMC is the whole process of creating a new product and the promotion, the communication with the internal and external people.
1. Why did many companies start using IMC?
IMC becomes so popular in the late 20th Century and people used IMC to show the customers new products the first companies that used IMC was:
there is more companies that used IMC its a very effective way to promote a new product or service, increased customers and money.
· In which way is IMC different from traditional marketing communication tools?
IMC is the whole process and is always creating a continuos feedback , starting with the plan and finishing making the campaign for the customers and tradicional marketing is just the promotion of the product using different types of channels is not that complex. also if you want to use IMC requires a big amount of money.
2. What are the challenges/benefits in IMC?
Creativity is a very important topic to consider for making a good campaign, with a good production; send the right message, everything depends on the budget and your target audience, also everything depends on the goals of the company and the values. A good IMC could be more effective and increase sales.
3. How to create successful IMC? How to get everyone in the organization on the same page?
There is many channels for internal communication like internet (facebook, email, twitter, etc.) but also if you want to have a successful IMc you have to involve one person of each department, marketing, human resources etc.
· What are the steps in IMC planning process? What should be taken into consideration?
1. Analyze internal and external situations (goals, values, budget(how much they want to spend), time, Strength,weakness, opportunities, threats)
2. Target audience
3. defining the marketing communication (tools that youre going to use
4.Create strategy, and solve the problem
5.Divide the budget
6.Choose the different channels you want to use
There's always different meanings but the one that I like the most is one from Schultz and Kitchen (2000)
"IMC is a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, and other targeted individuals"
(Philipp J. Kitchen, Patrick de Pelsmacker.(2004). Integrated Marketing communication: A primer)
In my opinion IMC is the whole process of creating a new product and the promotion, the communication with the internal and external people.
1. Why did many companies start using IMC?
IMC becomes so popular in the late 20th Century and people used IMC to show the customers new products the first companies that used IMC was:
- Dow Chemical
- Ernst & Young
- FedEx
- Fidelity Investments and Prudential Insurance.
there is more companies that used IMC its a very effective way to promote a new product or service, increased customers and money.
· In which way is IMC different from traditional marketing communication tools?
IMC is the whole process and is always creating a continuos feedback , starting with the plan and finishing making the campaign for the customers and tradicional marketing is just the promotion of the product using different types of channels is not that complex. also if you want to use IMC requires a big amount of money.
2. What are the challenges/benefits in IMC?
Creativity is a very important topic to consider for making a good campaign, with a good production; send the right message, everything depends on the budget and your target audience, also everything depends on the goals of the company and the values. A good IMC could be more effective and increase sales.
3. How to create successful IMC? How to get everyone in the organization on the same page?
There is many channels for internal communication like internet (facebook, email, twitter, etc.) but also if you want to have a successful IMc you have to involve one person of each department, marketing, human resources etc.
· What are the steps in IMC planning process? What should be taken into consideration?
1. Analyze internal and external situations (goals, values, budget(how much they want to spend), time, Strength,weakness, opportunities, threats)
2. Target audience
3. defining the marketing communication (tools that youre going to use
4.Create strategy, and solve the problem
5.Divide the budget
6.Choose the different channels you want to use
· Who participates in IMC process?
marketing, communication, stockholders, employees, government regulators
· Find some examples of successful/unsuccessful IMC campaigns.
-Apple
-Mcdonalds
-Starbucks
-Coca-cola
-Sneakers
Starbucks he always try to communicate that they care about their clients, and they treat well each customers and talking them by their names. and to drink coffee on mondays.
Commercial produced in Egypt by Advance Marketing for Arab Dairy (panda cheese) Its an hilarious campaign adding this funny song and the panda making a disaster every time someone said no to the panda.
References
- Philip J. Kitchen, Patrick de Pelsmacker .(2004). Integrated Marketing Communications:A Primer. From: https://books.google.fi/books?id=8OFPU7agSLUC&dq=Integrated+marketing+communication&source=gbs_navlinks_s
- MMC Learning. From: http://www.multimediamarketing.com/mkc/marketingcommunications/
- International Journal of Education Advancement. (2008). An examination of integrated marketing communication in US public institutions of higher education. From : http://www.palgrave-journals.com/ijea/journal/v8/n3/full/ijea20091a.html#bib33
- Watkins, H. (2015) Integrated Marketing for small business. From: https://www.ironistic.com/integrated-marketing-for-small-business/
- West Virginia University(2015). Integrated Marketing Communications. From : http://imc.wvu.edu/about/what_is_imc
- Tom Duncan and Sandra E. Moriarty
Journal of Marketing
Vol. 62, No. 2 (Apr., 1998), pp. 1-13
Published by: American Marketing Association
Article Stable URL:http://www.jstor.org/stable/1252157