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INTEGRATED MARKETING COMMUNICATION (IMC)

Integrated marketing communication is coordination and integration of all marketing communication  tools , avenues, and source within a company into seamless program, which maximizes the impact on consumers and other end users at a minimal cost.

This integration affects all of a firm’s business to business, marketing channel, customer focused and internally directed communication.

An integrated marketing communication plan the primary steps required to complete a marketing plan ; they include

ü  Situational analysis (examining problems and opportunities in the organizations external environment and strength and weaknesses in the firms itself)

ü  Defining marketing objectives (sales, market, customer  actions desired )

ü  Budget preparation

ü  Finalizing marketing stretagies

ü  Evaluation of performance.

Account executive must be aware of the new technologies and alternative media that are available for sending and receiving messages .these include

ü  Social  network

ü  Blog

ü  Buzz marketing ,

ü  Lifestyle marketing .

Communication is the process whereby thought are conveyed and meaning is shared between individuals or between organization

FORMS OF IMC

The six forms of IMC are

ü  Sales promotion

ü  Advertising

ü  Personal selling

ü  Publicity

ü  Sponsorship marketing

ü  Point of sales

Sales promotion; sales promotion are the set of marketing activities undertaken to boost sales of the product or service. There are two types of sales promotions; trade and consumer sales.

Advertising; advertising is the communication relayed from companies to purchase their products. The communication is usually through various forms of paid media i.e. TV,RADIO BILLBOARDS,PRINT.

Personal selling ;Personal selling occurs where an individual salesperson sells a product, service or solutions to client. Salespeople match the benefits of their offering to the specific need of it a client. Today, personal selling involves the development of longstanding client relationships.

Publicity ; Given out of information about a product, a person, or a company  for advertising or promotional purposes.

Sponsorship marketing; This is typically done for promotional purposes, to generate publicity, or to obtain access to a wider audience than your budget can afford.

Point of sales ;a place where sales are made. On a micro level, a point of purchase may be mall, market or city.

Reference;

Pearson education inc

Economics times

Marketing teacher

Advertising handout  Yaw O,Gyau (GIJ)