Integrated Marketing Communications and Advertising - Essay Example

The main purpose of integrated marketing communication is to form and carry on the look or message in all elements of the marketing campaign in the same way. Integrated marketing communication does not just include bringing the product to the customers but it also keeps in mind the company's mission, the compensation plan, the management style, and the employee training. Successful integrated marketing communication is made in such a way that the clients' needs are kept in mind and are provided on time, with the possible budget and resources to reach the target.

In order to be very successful the four Ps' of marketing the packaging, promotion, positioning, pricing, and distribution have to be consistent with each other. This will help in attracting the customers and help them in realizing their need and the desired product or service for it to be satisfied. Integrated marketing communication is gaining popularity because it can reach people through advanced media advertising of many forms, more specialized media can center the targeted audience easily.

The challenges faced by managers are that it becomes tough to promote the product through all possible ways though it may look very simple because it is very difficult to create the same message and image using all media. Though managers think that different media is to serve different purposes but to convey the same message, for instance, television is used for awareness and radio to keep the message on top of the mind but all advertising has the purpose to sell. Advertising through telephone to create awareness about the product to the targeted audience is difficult because people mainly do not like to talk to strangers and do not listen but is economical compared to other methods.

Advertising through mail and email is easy and cheap but there is a high possibility that the message goes unnoticed as people many discard the mails and delete the email without giving them a glance. Hence managers face great problems in promoting the products through all possible media and trying to attract customers and it gets expensive spending huge sum of money on all possible advertising which could possibly be ignored. [1]Integrated marketing communication is a successful and essential way of promoting products and attracting customers to them though there are many obstacles faced by the managers in conveying the same message and image through all the media.