Integrated marketing Communication refers to a general approach to marketing. This is aimed at ensuring that there is uniformity of message with the corresponding use of media. It involves the use of online and offline marketing sources. Online marketing channels comprise websites, e-marketing, internet TV, and blogs. Offline channels include newspapers, public relations, billboards, and radios. Some of the benefits that Graves consumer products are likely to enjoy by using this technique include better returns from money used in advertising. This is because the method is capable of effectively capturing the target market thus increasing its buying capacity. The method ensures that there are two-way communications between operators and consumers. This will help Grave’s consumer products in ensuring that they have tailored their products with the needs of their consumers ensuring that no products go to waste. As there will be direct interaction with consumers, Grave’s Consumer Products will be able to develop consumer loyalty as they will be able to immediately cater to problems experienced by consumers concerning the use of their products. By unifying its promotional message, it will be able to reach a wide market thus improving the company’s profit. In today’s busy world, there are numerous promotional messages in the market; using a unified message will help in ensuring that the message reaches the target market. Operations within the company will also be enhanced as time spent in trying to reach consumers will be minimized.
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Integrated Marketing Communications (IMC) Campaign
Integrated marketing Communication refers to a general approach to marketing. This is aimed at ensuring that there is uniformity of message with the corresponding use of media. It involves the use of online and offline marketing sources. Online marketing channels comprise websites, e-marketing, internet TV, and blogs. Offline channels include newspapers, public relations, billboards, and radios. Of late, this method of marketing has grown in importance due to the need for companies to shift from media advertising to methods that incorporate various advertising strategies together. The need for advertising Media that concentrates on a specific market group has made this form most preferred by varied companies. Business institutions would also like to have data on their consumer behavior. IMC becomes the best option to cater for this thus making it more popular. Companies motivate their employees by compensating them according to their performance. With this form of marketing, employees are capable of tracking their employees’ performance (Marketing Communications, 2009, Par. 1-3).
Why IMC is becoming famous
Integrated Marketing Communication is proving to be effective in improving business performance. In the past business has been concentrating on ensuring that their products are always available in the market. There has been a common assumption that by availing products in the market, companies can make great sales. With the introduction of this technique, business operators have learned that not all they produce is required by their consumers. The marketing technique emphasizes the need for business operators to carry out consumer analysis. This has helped businesses in ensuring that they offer goods and services that meet their consumer needs. As a result, businesses have been saved extra cost of producing goods that are not required in the market. Many businesses fail to prosper due to the negligence of the operators in considering the convenience of their business. Business conveniences entail not only ensuring that products are always in the market but also making sure that they have been taken to the right place at the right time. It also pertains to effectiveness in conducting all business transactions and ensuring that business services are readily available. IMC ensures that this is maintained by allowing business operators to evaluate their consumer’s buying trends hence tailoring it to their daily performances (Lingham, 2009, Par. 2-5).
Business promotion that does not convey feedback from consumers is not productive. IMC seeks not only to promote but to communicate with consumers. By incorporating different Media in the strategy, business operators can get feedback from their consumers thus being able to organize their businesses in a way that they draw consumer attention.
Developing an Integrated Marketing Communication
In coming up with an effective Integrated Marketing Communication, various issues need to be considered by all the responsible developers. First, one has to enquire from the marketing director on products and services that they aim to promote. This will help in ensuring that all products and services are captured in IMC. Get clear information on the available exclusive selling propositions of the business. It is imperative to identify the target market. Every business, Grave’s Consumer products included has a specific target market. Understanding the target market helps in identifying their buying behavior thus ensuring that business operations are aligned to these behaviors. In identifying the target market one classifies them according to their age, lifestyle, financial status, and geographical location. Every organization must have a specific objective when embarking on promotion. Ensuring that you have captured the goals and objectives of the company helps in evaluating whether the strategy is meeting these objectives. These could be qualitative or quantitative objectives (Brad, 2005, PP. 1-4).
Different businesses advertise their products in the market. Every day, consumers are faced with new promotional information making them have difficulties in making decisions on products to buy. In developing Integrated Marketing Communication, it is important to come up with a specific message that will run across all media that you intend to use in promoting the products. Focusing on a particular market facilitates ensuring that message is gotten clearly by the intended consumers. Understanding the financial goals of the business helps in setting proper pricing for its products. This is because it becomes possible to set prices at an advanced rate concerning the variable and fixed rate. Promotion can not be successful without having to set aside some money to facilitate it. Depending on the period that IMC is expected to last for, a business can come up with a program where it can be setting aside some cash for the project. This could be yearly or semi-annually (Marketing Communications, 2009, Par. 5-6).
Having come up with all the necessary arrangements, the business can now embark on selecting viable marketing strategies. The involved persons are required to discuss the available techniques to ensure that they chose the most viable. This could be modern media, paid, and non-paid media. The main reason for employing Integrated Marketing Communication is to ensure that the business manages to reach all its target market as well as expanding its market share.
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Brad, D. (2005). Brand strategy and integrated marketing communication (IMC): a case study of player’s cigarette brand marketing. Journal of Advertising. Web.
Lingham, L. (2009). Marketing – PR, Marketing and IMC. Web.
Marketing Communications. (2009). What is IMC? Web.