This reduces workload and subsequent stress levels — one of the many benefits of IMC. But its not just managers, but also agencies. Un-integrated communications send disjointed messages which dilute the impact of the message.
Horizontally — ensure that all managers, not just marketing managers understand the importance of a consistent message — whether on delivery trucks or product quality.
The joy of rampant creativity may be stifled, but the creative challenge may be greater and ultimately more satisfying when operating within a tighter, integrated, creative brief. It can create competitive advantage, boost sales and profits, while saving money, time and stress.
This lack of know how is then compounded by a lack of commitment. Ensure all communications add value to instead of dilute the brand or organisation. Ask how each communication tool helps to do this.
How do customers process information? Their sum is greater than their parts — providing they speak consistently with one voice all the time, every time. It ensures that all forms of communications and messages are carefully linked together.
Link core values into every communication. But this kind of planning is not common. Here are two difficult questions — What should a truly integrated marketing department look like?
Meanwhile Internal Integration requires internal marketing — keeping all staff informed and motivated about any new developments from new advertisements, to new corporate identities, new service standards, new strategic partners and so on.
Horizontal Integration occurs across the marketing mix and across business functions — for example, production, finance, distribution and communications should work together and be conscious that their decisions and actions send messages to customers.
Finally, IMC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say, advertising, exhibitions and sales literature. 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.
There are many models and theories. IMC also increases profits through increased effectiveness. A survey inrevealed that most managers lack expertise in IMC. Exploit areas of sustainable competitive advantage.
However the two objectives can be accommodated within an overall IMC if carefully planned. Many messages are received indirectly through a friend or through an opinion leader. In addition to the usual resistance to change and the special problems of communicating with a wide variety of target audiences, there are many other obstacles which restrict IMC.
Agency fees are reduced by using a single agency for all communications and even if there are several agencies, time is saved when meetings bring all the agencies together — for briefings, creative sessions, tactical or strategic planning.
How messages are selected and processed within the minds of the target market is a vast and complex question. Serious marketers read a lot more. At another level, initial research suggests that images shared in advertising and direct mail boost both advertising awareness and mail shot responses.
This requires a marketing information system which collects and shares relevant data across different departments. For example, advertising may be very good at raising awareness or developing interest, while free samples and sales promotions may be the way to generate trial. Sadly, some organisational structures isolate communications, data, and even managers from each other.Integrated Marketing Communications.
Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together.
At its most basic level, Integrated Marketing Communications, or IMC, as we’ll call it, means integrating all the promotional tools, so that they work together in. Page Marketing Strategies in Dairy Industry: A Case Study on Amul Dairy Gedela Rakesh Varma Research Scholar, Department of Commerce and Management Studies.
Marketing and Selling Strategy of Amul Apple Corporation has been successfully integrated its brand recognition into its marketing strategies. As a result, consumers who see any Apple’s product, they will naturally think of other product types manufactured by Apple. Secondly, integrated product line is an effective marketing strategy.
Integrated Marketing Communications attempts to unify all pieces of marketing communications - advertising, public relations, direct marketing, social media, sales promotion, etc.
- to create messaging that is consistent across all channels. V. H. BHOIR JYOTI MOKASHI 1 P a g e “THE SYSTEMATIC STUDY OF AMUL MARKETING STRATEGIES” V.
H. BHOIR Assistant Professor Dept. of Commerce & Accountancy K.B.P. College, Vashi, Navi Mumbai. Case Study: Coca Cola Integrated Marketing Communications Sales promotion for Coca Cola is aimed at two strategies, retail and food service.Download