The role of Integrated Marketing Communication is becoming
important due to privatization, liberalization and globalization of Emerging
economies. The International environment is assuming greater importance than
the domestic environment of most firms.
The primary function of Integrated Marketing communication is to
inform, persuade, and remind the target customers about the unique benefits of
products and services existing in the market.
Promotion plays an important role in an organization’s efforts
to market its product, service, or ideas to its customers. The promotion model
includes a marketing strategy and analysis, target marketing, program
development, and the target market. The marketing process begins with a
marketing strategy that is based on a detailed situation analysis and guides
for target market selection and development of the firm’s marketing program. It also helps to
generate awareness regarding existing products thereby inducing trial and
building long-term relationships with the present as well as potential
customers.
In the planning process, the situation analysis requires that
the marketing strategy be assumed. The promotional program is developed with
this strategy as a guide. One of the key decisions to be made pertains to the
target marketing process which includes identifying, segmenting, targeting, and
positioning to target markets. There are several bases for segmenting the
market and various ways to position a product.
Once the target marketing process has been completed, marketing
program decisions regarding product, price, distribution, and promotions must
be made. All of these must be coordinated to provide an integrated marketing
communications perspective, in which the positioning strategy is supported by
one voice. Thus all product strategies, pricing strategies, and distribution
choices must be made with the objective of contributing to the overall image of
the product or brand. Advertising and promotion decisions, in turn must be
integrated with the other marketing-mix decisions to accomplish this goal.
Integrated Communication mix includes personal selling, media
advertising, publicity, public relations and sales promotions. It also includes
internet marketing, sponsorship marketing, direct marketing, database marketing
and public relations.
Role of Digital in IMC can be found by the video:
Target
Marketing Process:
Integrated Marketing Communication developed during 90’s has
strategies that include determining the target audience, establishing
objectives and budgets, analysing social, competitive, cultural and
technological issues, and finally evaluation and feedback regarding the
effectiveness of promotional strategies adopted.
IMC plays a role in IT:
http://www.youtube.com/watch?v=9yCuinVtyBA
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