Essay on Integrated Marketing Communications

5418 Words Sep 29th, 2010 22 Pages
INTEGRATED MARKETING COMMUNICATIONS
Definition: Integrated Marketing Communication Definition: IMC is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines – for example, general advertising, direct response, sales promotion, and public relations – and combines these disciplines to provide clarity, consistency, and maximum communications impact by The American Association of Advertising Agencies (the 4A’s)

The Emergence of IMC The Market revolution forcing a movement towards IMC: • • A shift of marketing dollars from media advertising to other forms of promotion, particularly consumer and trade oriented sales
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rchy-ofEffects Model
Awareness

InnovationAdoption Model

Communications Model
Exposure

Cognitive stage

Attention Knowledge

Awareness

Reception

Cognitive response Interest Liking Preference Desire Conviction Evaluation Interest Attitude

Affective stage

Intention

Behaviour stage

Trial Action Purchase Adoption Behaviour

Steps in Developing Effective Communication

Identify target audience 1 8

Manage integrated marketing communicatio n Measure results

Determining objectives 2 7

3

Design communicatio n

Decide on media mix 6

Select channels 4

Establish budget 5

01::: Identify the Target Audience: The process must start with a clear target audience in mind: potential buyers of the company’s products, current users, deciders, or influencers; individuals, groups, particular individuals, or the general public The target audience is a critical influence on the communicator’s decisions on what to say, how to say it, when to say it and to whom to say it

02::: Determine the Communications Objectives: 4 possible objectives have been stated as follows for communication: Category Need: Establish the need for a new category Brand Awareness: Ability to recognize and recall the brand Brand Attitude: Evaluation of the way consumers perceive the brand Brand Purchase Intention: A need to move the consumer to buy Most effective communications often can achieve multiple objectives

03::: Design the Communications: MESSAGE

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