Instead they can be understood by seeing how all aspects of their communications ecosystem work together and in particular how communications are personalized for each customer and react in real time. Limitations 12. The absolute media cost has increased manifold over the last few years particularly in the case of television. Get Senior Management Support for the initiative by ensuring they understand the benefits of IMC. Direct marketing companies regularly advertise their products through direct response ads with mass media vehicles like Newspaper, Magazines, Radio and Television. Make emphasized observance of how advertising imagery can be used in fields like exhibition stands, mail shots, new releases, Christmas cards and websites. 8. Build a new communications plan. Organization must focus on the areas of sustainable competitive advantages. Should a client company place their entire marketing communications requirement with one agency, or should they instead engage a variety of specialists and retain control centrally? Continuous monitoring of performance against predetermined targets is essential in achieving effective & efficient integrated marketing communications. A combination of general advertising, direct selling, sales promotion and public relations was being recommended to provide clarity, consistency and maximum communication impact. Exploit areas of sustainable competitive advantage. Despite the many benefits of Integrated Marketing Communication (IMC), it has also many limitations. It happened also in the debacle of ‘Chandni Chowk to China’, where everybody wrote the film off and it generated a bad publicity for the film. What is IMC? Remember – customer retention is as important as customer acquisition. Despite varying budgets, product features and benefits, and consumer behaviors, organizations typically set and work towards the following goals when implementing IMC strategies: IMC strategies may seek to achieve one, many or all of these objectives throughout the course of a campaign. Organizations are looking beyond their traditional advertising agencies and turning to other marketing communication firms to work on development of their integrated marketing programs. Customers are presented with a similar tone and style that reinforce the brand’s core message. Components 5. Manufacturers are now better able to offer the products which are similar to the existing successful competitive products. But there is a difference. The Role of IMC in the Marketing Process. Organisations often send out different messages through different media of communication. Think Customers First. Today, a company needs to integrate all the marketing communications activities to get the maximum reach to the target audience with minimum resources. Test, test and test for the improvement of the organization year after year. IMC is today recognized as a business process that enables companies to identify the most optimal method for communicating and building relationships with customers and other stake holders. Designed by Liquid. Example: Consumer durables are purchased during festival season. Advertising design and communication channel selection involve matching the message, media, and audience so that the advertisement reaches the targeted audience. In the case of HUL, all the FMCG products are meant for mass consumption and distribution, which in turn makes HUL depend more on TV Commercials than the other media vehicle. Develop a sequence of communications activities which help the customer to move easily through each stage. Share Your PPT File, What is Integrated Marketing Communication: Meaning, Definition, Features, Importance, Tools, Implementation and Other Details, Integrated Marketing Communications (IMC) –. Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers: Moreover, this new “word of mouth” form of marketing can bring benefits to a company; such as: CC licensed content, Specific attribution, http://en.wikipedia.org/wiki/Marketing_plan, http://en.wikipedia.org/wiki/Integrated_marketing_communications, http://en.wiktionary.org/wiki/fragmentation, http://www.flickr.com/photos/jonnygoldstein/4569092576/sizes/z/in/photostream/, http://jaycollier.net/presentations/notes/integrated-marketing/integrated-planning/, http://www.flickr.com/photos/cambodia4kidsorg/2987436201/sizes/z/in/photostream/, http://en.wikipedia.org/wiki/relative%20share, http://en.wikipedia.org/wiki/segment%20share, http://www.flickr.com/photos/prnewswireglobal/6330943490/sizes/z/in/photostream/, http://en.wikipedia.org/wiki/Regression%20analysis, http://www.flickr.com/photos/rosauraochoa/3256031851/sizes/m/in/photostream/. The goal of an organization is to create and maintain communication with its own employees and customers. Third aspect is that the definition views internal audiences such as – employees as an important part of IMC. Boasting an impressive range of designs, they will support your presentations with inspiring background photos or videos that support your themes, set the right mood, enhance your credibility and inspire your audiences. Greater Accountability Asked from the Advertising Agencies: Integrated Marketing Communications (IMC) – 8 Important. The communication value of other marketing and non- marketing decisions carrying implicit communications for the brand is in no way less effective. However, there are a number of indirect measures tracking customer attitudes which can also indicate the organization’s performance over a longer period of time. IMC ppt - Free download as Powerpoint Presentation (.ppt), PDF File (.pdf), Text File (.txt) or view presentation slides online.