These agencies realize that their future depends upon how able they are in developing their clients marketing program. Marketing, Marketing Communication, Integrated Marketing Communication. Indeed, the bottom line of increasing revenue and profit are still the same. Technologies such as – check-out scanners provide retailers with all the information about the effectiveness of manufacturer’s promotional programs. Sales promotion is a very effective tool in the promotional mix. In this case, dialogue has been encouraged through promotion, but the company has failed to integrate its services and provide an effective feedback loop to deal with customer concerns and requests for help. Consumers are less responsive to traditional media advertising and they may even avoid it by fast forwarding the recorded shows or by changing the channels at the time of commercial breaks. Companies either collect the data themselves or get the job done from the outside sources. The starting point of the integrated marketing communications (IMC) process is the marketing mix that includes different types of marketing, advertising, and sales efforts. Marketers feel that it involves more effort than just coordinating the various elements of their marketing and promotional program into one integrated whole. Test. Now you can also find online communities for various products and services on Facebook, Orkut or Twitter. Starting with assessment of current position of the company, the model specifies the stages of-audience selection; budget; objectives; strategy; tactics; implementation; and lastly an assessment of marketing communication campaign to understand the scope for required changes. It involves a variety of activities, including database management, direct selling, telemarketing, and direct-response ads through direct mail, the Internet, and various broadcast and print media. Develop a Good Marketing Information System which defines who needs what information when. State the most common goals of integrated marketing communications campaigns. IMC makes messages more consistent and credible. When the consumers are less responsive to traditional advertising, it tries to reach through different tools like Internet Marketing, PR and other tools. IMC eliminates duplication in area such as graphics and photography since they can be shared and used in, say, sales literature, advertising and exhibitions. Regression analysis and customer lifetime value are key data elements in this approach. Next, the functional coordination needs to be looked after. After you enable Flash, refresh this page and the presentation should play. This reduces risk in the mind of the buyer which, in turn, shortens the search process and helps to dictate the outcome of brand comparisons. iii. Road Shows is a BTL (Below the line) activity that brands use to move closer to the masses and also to their target audience. Social Media is having a huge fan following with many youngsters across the World. It eliminates duplicates in areas such as graphics and photography. Introduction and Meaning of Integrated Marketing Communications (IMC) 2. Facebook, Twitter, Orkut, etc., are adding users in millions everyday. The small and middle sized local retailers have been replaced by regional, national and international chain e.g., Reliance, More, Walmart etc. Strikes and labour disputes have a negative impact on the image of the firms. The progressive steps for the implementation of IMC throughout the organization. 3. This spreading of marketing responsibility among non- collaborating parties gives rise to uncoordinated (potentially inconsistent and unsubstantiated) marketing messages. The advantage was TOMA for Nescafe and the sender of the SMS did not have to pay any money. ... Strong brand equity is recognized by the financial market and commonly increases the share price of the ... - IMC REVIEW Concepts MARKETING Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably The Chartered ... - Catching the Buzz: Promotional Strategy and Integrated Marketing Communication Chapter Objectives marketing communication communications model promotion mix Chapter ... - 'One seeks to equip the child with deeper, more gripping, and ... Annotated Bibliography. Suggestions 13. This was the beginning of the phase where marketing communications planning which recognized the added value of a comprehensive promotional plan with all ingredients of promotion was accepted as a norm of effective communication with the customers. Because of the increased role of sharing – or online “word of mouth” – the way new products and services are marketed has changed, even though the aim of business in bringing economic and social values remain the same. This lack of expertise is then compounded by a lack of commitment. A strong brand provides customers with assurance of quality and also allows the company to charge more for the products and earn higher gross margins. 5. Horizontally — make sure that all managers, not just marketing managers understand the importance of a consistent message — whether on product quality or delivery trucks.