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Integrated Marketing Communications - Assignment Example

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The author examines the dimensions and importance of integrated marketing communications, integrated marketing communication-barriers, and gateways, methods of dissemination in communication, media plan, and media strategy, and criteria for selection of media. …
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Integrated Marketing Communications
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Download file to see previous pages The ambiguity centered on the definition of IMC has created complexity in assessing the operational efficiency of the process. There are many levels of integration, which produces problems collectively as well as individually. The ideal execution of IMC calls for the sharing of the entire organization.
The purpose of marketing communication is to influence the thinking process of the recipient the communication about a brand, a project, a service etc. This called the conceptualization ion of the idea. The next step is the relationship building. The recipient of the communication and the brand should establish an emotional connection. This activity takes place at the subliminal level. Marketing communication should establish a relationship of trust with the entire clientele, which is comprised of the every day functional user of a product in the wider society as well as the user of a product in a chosen niche of the community. This trust of the recipient would be expressed in sales inquiry or attempt to switch to the new brand. This is the activation of behavioral change in visible forms. Once the activation is discernable, it is to be supported by immediate help by the quick operation of the service sector of the brand in the form of further information by some form of contact. This is followed by a product experience, which makes the initial trust with the communicator and the recipient of communication a concrete reality. All of the above dimensions have to be performed in a coordinated manner.
An integrated marketing communications program guarantees that every chance to send a message to a customer functions efficiently and smartly. Many needs of the enterprise like increasing membership, ensuring member retention, or increasing non-dues revenue, entry into an impenetrable market etc is achieved by stretching and straining all the sinews and muscles of the enterprise. This can be also called persuasive communication. Chris Fill has observed the complexities that communication involves.  ...Download file to see next pagesRead More
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