KUDAMO
A PIUS
BACP016036
LEVEL
200A
Integrated marketing communication
(IMC) is a strategic business process used to plan, develop, execute and
evaluate coordinated, measurable, persuasive brand communications programs overtime
with consumers, customers, prospects, employees, associates and other targeted
relevant external and internal audiences. The goal is to generate both
short-term financial returns and build long-term brand and shareholder value
FORMS OF IMC
Advertising
is defined as any paid form of non-personal communication about an
organization, product, service, or idea by an identified sponsor. Advertising
can be used to create favorable and unique images and associations for a brand
which can be very important for companies selling products or/services that are
difficult to differentiate on the basis of functional attributes.
Sale
promotions is generally defined as those marketing
activities that provide extra value or incentives to the sales force, the
distributors, or the ultimate consumer and can stimulate immediate sales, this
can be done through contests, demonstrations/exhibitions, discounts, trade
shows, games, merchandising, special offers and other similar activities. Sales
promotion is generally broken into two major categories: consumer-oriented and trade-oriented
activities. Consumer-oriented sales promotion is targeted to the ultimate user of
a product or service and includes couponing, sampling, premiums, rebates,
contests, sweepstakes, and various point-of-purchase materials. Trade-oriented
sales promotion is targeted toward marketing intermediaries such as
wholesalers, distributors, and retailers.
Personal
selling, a form of person-to-person or face-to-face
communication in which a seller attempts to assist and persuade prospective
buyers to purchase the company’s product, service or to act on an idea. This
interaction gives the marketer communication flexibility; the seller can see or
hear the potential buyer’s reactions and modify the message accordingly. The
personal, individualized communication in personal selling allows the seller to
tailor the message to the customer’s specific needs or situation.
Publicity/Public
Relations, another important component of an organization’s
promotional mix is publicity/public relations. Publicity refers
to non-personal communications regarding an organization, product, service, or
idea not directly paid for or run under identified sponsorship. Public
Relations on the other hand is defined as “the management function which
evaluates public attitudes, identifies the policies and procedures of an individual
or organization with the public interest, and executes a program of action to
earn public understanding and acceptance. Traditionally, publicity and public relations
have been considered more supportive than primary to the marketing and
promotional process. Public relations uses publicity and a variety of other
tools—including special publications, participation in community activities,
fund-raising, sponsorship of special events, and various public affairs
activities—to enhance an organization’s image.
Direct
Marketing is the instance in which organizations communicate
directly with target customers to generate a response and/or a transaction. Direct
marketing is much more than direct mail and mail-order catalogs. It involves a variety
of activities, including database management, direct selling, telemarketing,
and direct-response adverts through direct mail, the Internet, and various
broadcast and print media.
Sponsorship
Marketing, this is typically done for promotional purposes,
to generate publicity, or to obtain access a wider range of audience than your
budget can afford, this is done financially through the provision of products
or services to support an event, activity, person, or an organization where two
or more parties benefit from the arrangement. The key to building successful
sponsorship programs is to match the correct products or services with the
people who want to purchase them.
REFERENCES
‘Integrated
Advertising, Promotion, and Marketing’ by Kenneth E. Clow and Donald Baack.
