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Answer:
Integrated marketing communication is the cognitive operation of organizing all this action across
different communication methods. Integrated Marketing Communications (IMC) is a concept under
which a company carefully integrates and coordinates its many communications channels to present a
clean and coherent message. Effective marketing communication is goal directed, and it is adjusted with
an organization’s marketing strategy. It proposes to present a special message to a specific audience
with a targeted purpose of changing perceptions and/or conduct. Integrated marketing communication
(IMC) makes this marketing activity more efficient and efficacious because it relies on multiple
communication methods and customer contact points to deliver a coherent message in more ways and
in more compelling ways.
IMC is an integration of all marketing tools, approaches and resources within a company which
maximizes impact on the consumer mind resulting in maximum earnings at minimal price.
In that respect are several IMC tools which are also called Promotion Mix. The promotion mix refers to
how marketers combine a range of marketing communication methods to carry through their marketing
actions. Different methods of marketing communication have distinct advantages and complexities, and
it takes skill and experience to deploy them effectively. Marketing communication methods evolve over
time as new communication instruments and capabilities become available to traffickers and the people
they target. Some of the tools of Promotion Mix are:
a) Advertising:
Any paid form of representing ideas, commodities, or services by an identified sponsor. Historically,
advertising messages have been tailored to a group and employ mass media such as wireless, TV,
newspaper, and mags. Advertising may also target people according to their profile characteristics or
behaviour; examples are the weekly ads mailed by supermarkets to local residents or online banner ads
targeted to individuals based on the sites they visit or their Internet search terms.
The chief advantage of advertising is that it reaches geographically dispersed consumers. Consumers
generally tend to consider that a heavily advertised brand must provide some ‘good value’ but at the
same time, advertising proves to be an expensive form of publicity.
A diversity of programs directed toward bettering the relationship between the organization and the
public. Advertising is a one-way communication, whereas public relations are a two-way communication
which can monitor feedback and adapt its message for providing maximum benefit. A common
instrument used here is publicity which capitalizes on the news value of the product or service so that
the info can be broadcast to the news media.
The role of public relations is to create goodwill between an arrangement (or the things it promotes)
and the “public” or target segments it is attempting to achieve. This happens through unpaid or earned
promotional opportunities: articles, press and media coverage, winning prizes, making demonstrations
at conferences and events, and otherwise getting favourable attention through vehicles not paid for by
the sponsor. Although organizations earn rather than pay for the PR attention they get, they may spend
substantial resources on the activities, issues, and people who generate this attention.
c) Personal selling:
Face-To-Face interaction with single or more buyers for the intention of creating presentations,
responding inquiries and taking orders proves to be the most efficient tool in the later phases of the
purchasing process. The advantage is that the message can be customized to the demands of the
purchaser and is focused on building a long-term relationship with the purchaser.
Personal selling uses people to grow relationships with target audiences for the function of trading
merchandise and services. Personal selling puts an emphasis on face-to-face interaction, understanding
the customer’s demands, and demonstrating how the product or service offers value.
d) Sales promotion:
It is a variety of short-term incentives to further trial or purchase of a product or service.t may include
consumer promotions – focused towards the consumer – such as a distribution of free samples,
coupons, offers on purchase of higher quantity, discounts and premiums or trade promotions – focused
on retailers – such as display and merchandising allowances, volume discounts, pay for performance
incentives and incentives to salespeople.
Sales promotions or marketing actions that point to temporarily boost sales of a ware or service by
appending to the basic value offered, such as “buy one get one free” offers to consumers, or “buy
twelve cases and capture a 10 percent discount” to wholesalers, retailers, or distributors.
Sales promotion helps to attract the attention of the consumers and offers an invitation to occupy in a
transaction by passing on various types of inducements.