What is Integrated Marketing Channels (IMC)?
Integrated marketing communications (IMC) refers to integrating and coordinating the company’s many communications channels (Promotional Mix) to deliver a clear, consistent, and compelling message about the organization and its products.
What is the role of the Promotional Mix?
Promotion Mix, or marketing communications mix, refers to the precise blend of promotion tools that the company uses to engage consumers, persuasively communicate customer value, and build customer relationships. There are five major promotion tools:
IMC is Evolving, Why?
Learning Objectives Upon completion of the course, students will be able to:
Module Reading and Resources
Textbook: Marketing: An Introduction, Chapter 12 This chapter will provide an overview on how companies use advertising and PR as part of their larger marketing strategy
Access this resource by going to the MyMarketingLab area under the course Table of Contents menu.
Presentation: Marketing Concept Glossary V Module-related marketing concepts and terms are presented. Visit the glossary for a quick review of the key terms from this week. You can also look up words in the glossary found along the left-hand navigation bar.
Video: Ad Campaign This video illustrates the process for developing an ad campaign. Transcript available here.
Integrated marketing communication is a key phrase used in the marketing field. It describes a strategy that incorporates many promotional elements into a larger communication strategy. It may include advertising, personal selling, digital and social media marketing, sales promotions, and public relations. One characteristic of a promotion that is part of an integrated marketing campaign is that the message in that promotion is aligned with other promotions across other platforms. Regardless of how someone encounters the brand, the look, feel, and message will be consistent. It is important for marketing communications to be integrated, because consumers are inundated with many messages or “noise” from so many different media, and different consumers respond to different media types. The noise that an ad has to overcome can be substantial. Noise can be other promotions or other distractions in a customer’s life that prevents the customer from receiving the intended message.
Figure 5.1: Diagram of Marketing Communication (Stafford, 2013)
The first element that companies need to consider when developing a promotional objective is the overall objective of the campaign. This will help to determine whether advertising, PR, or another promotional strategy is the best fit for a given campaign. If advertising is a good fit for the campaign objectives, the company then goes through a series of steps to develop and launch the advertising campaign.
The video Ad Campaign goes through the main steps in developing an advertising campaign:
When choosing media, there is much to consider. Table 5.2 from the text (Armstrong & Kotler, 2015, p. 388), presented below, outlines the advantages and limitations of the major media types. Each media type has very clear pros and cons, and one of the important challenges for marketers is to sort through all of the information available and make the best possible decision based on the product and the budget.
Table 5.2: Profiles of Major Media Types (Table 12.2 from Marketing: An Introduction)
Advertising and public relations (PR), that is, the management of information about an organization and the public, are two important components of a promotional strategy. There was a period in marketing history when PR was viewed as a separate marketing activity. For example, advertising agencies created Super Bowl ads and marketing campaigns, whereas PR agencies dealt with company disasters and communication failures and helped CEOs access important publications. As integrated marketing communication has become the more common way to approach marketing, PR is back into the marketing fold. A strong PR strategy can help a company build its brand, position its leaders as trusted experts in the field, and go a long way to minimize the damage when there is a corporate crisis. In addition, with the rise of social media, PR has become even more important as a “customer-facing” function responding in real time to customer comments and concerns.
PR is a discipline focused on communication. PR professionals send out press releases to announce a new product or initiative by a company, work with journalists to ensure that company leaders are quoted in articles, and organize events that are centered on a cause. When a company successfully integrates PR into its marketing campaign, this communication is elevated with an increased focus on brand-building and promotion, rather than straight communication. The rise of content marketing has also put PR back into the spotlight. Content marketing is the section of marketing focused on creating unique content that the company can then distribute through its blogs, social media channels, email lists, and more. As this falls in the “communication” piece of marketing, it often falls to the PR department. A strong PR campaign is focused on customer and prospect engagement. When used strategically, PR is an important and powerful piece of an integrated marketing campaign.
Now, take a minute to review this week’s glossary.
Armstrong, G., & Kotler, P. (2015). Marketing: An introduction (12th ed.). Upper Saddle River, NJ: Prentice Hall.
Stafford, A. (2013, March 5). Diagram 1: A basic communication model showing the sender, message, and receiver [Image]. Marketing Communications Blog. Retrieved from http:// the assignment as follows:
Your written product overview will include a detailed product overview and marketing strategy. It should be a complete, polished artifact containing all of the critical elements of Part I of the final project, including content created in Milestones One and Two. It should reflect the incorporation of feedback gained throughout the course. The Part I Exemplar – Tip Top Bakery Market Overviewuses a bakery promoting a new product to provide you with an example of a complete written product overview, such as the one you will be writing for your pet supply company. Use the Final Project Part I Final Submission Template for your written product overview.
We value our clients. For this reason, we ensure that each paper is written carefully as per the instructions provided by the client. Our editing team also checks all the papers to ensure that they have been completed as per the expectations.
Over the years, our Written Assignments has managed to secure the most qualified, reliable and experienced team of writers. The company has also ensured continued training and development of the team members to ensure that it keeps up with the rising Academic Trends.
Our prices are fairly priced in such a way that ensures affordability. Additionally, you can get a free price quotation by clicking on the "Place Order" button.
We pay strict attention to deadlines. For this reason, we ensure that all papers are submitted earlier, even before the deadline indicated by the customer. For this reason, the client can go through the work and review everything.
At Written Assignments, all papers are plagiarism-free as they are written from scratch. We have taken strict measures to ensure that there is no similarity on all papers and that citations are included as per the standards set.
Our support team is readily available to provide any guidance/help on our platform at any time of the day/night. Feel free to contact us via the Chat window or support email: email@example.com.
Try it now!
Follow these simple steps to get your paper done
Place your order
Fill in the order form and provide all details of your assignment.
Proceed with the payment
Choose the payment system that suits you most.
Receive the final file
Once your paper is ready, we will email it to you.
Written Assignments has stood as the world’s leading custom essay writing paper services provider. Once you enter all the details in the order form under the place order button, the rest is up to us.
At Written Assignments, we prioritize all aspects that bring about a good grade such as impeccable grammar, proper structure, zero plagiarism and conformance to guidelines. Our experienced team of writers will help you completed your essays and other assignments.
Be assured that you’ll get accepted to the Master’s level program at any university once you enter all the details in the order form. We won’t leave you here; we will also help you secure a good position in your aspired workplace by creating an outstanding resume or portfolio once you place an order.
Our skilled editing and writing team will help you restructure your paper, paraphrase, correct grammar and replace plagiarized sections on your paper just on time. The service is geared toward eliminating any mistakes and rather enhancing better quality.
We have writers in almost all fields including the most technical fields. You don’t have to worry about the complexity of your paper. Simply enter as many details as possible in the place order section.