Integrated Marketing Communication

Gone are the days when there existed only a few brands of every product in the market and consumers had limited choice. Today thousands of brands both local and international compete together in the market and to inform, remind and persuade consumers to buy one’s brand is an extremely challenging task. Also due to immense growth of media, the consumers are highly aware and convincing them is not easy. Marketing communication is a means to send intended message about products and services to the target customers. Over time, marketing communication has been replaced by Integrated Marketing Communication (IMC). Companies have now started coordinating various promotional efforts within the company to meet the external challenges.

Shah and D’Souza explain IMC as “a management concept that brings together all tools of marketing communication to send consistent messages to target audiences.” (Shah and D’Souza, 2009, p.38) Integrated Marketing Communication (IMC) is a way of looking the whole marketing process instead of focusing on individual parts of it. The basic idea behind IMC is ‘one message with one voice.’ Deciding on IMC involves deciding a perfect marketing communications mix consisting of 5 major modes of communications: advertising, sales promotion, publicity, personal selling and direct marketing. (Kotler, 2003, p.p. 563-585)

Instead of isolating these different tools of marketing communication and making individual strategies for each of them, IMC involves communicating a single message to target customers by looking at these marketing communication tools as inter-related parts of an integrated plan. A single strategy is designed for all tools of marketing communication as it is believed to create greater impact on target audience and generate synergy. IMC is an ongoing process intended to build long-lasting relationships with customers. (Duncan, 2006, p.18) It is a cost-effective means of communication because it avoids any duplication and hence an increasing number of companies are adopting it. (Shah and D’Souza, p.p. 38-41)

References:

1. Duncan T., Principles of Advertising & IMC. Second Edition. 2006. The McGraw-Hill Companies.
2. Shah K. and D’Souza A., Advertising and Promotions: an IMC perspective. 2009. The McGraw-Hill Companies.
3. Kotler P., Marketing Management. Eleventh Edition. 2003. Prentice-Hall of India Private Limited.