16 5 (what is an integrated marketing communications program)

What is an Integrated Marketing Communications Program?

-Nikunj G Katkoria-NIT Surat

“Planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time”

Evaluates

Strategic roles of a variety of communication disciplines, such as: 1. General Advertising2. Direct Response3. Sales Promotion4. Public Relations

And skillfully combines

To provide:1. Clarity2. Consistency3. Maximum impactThrough seamless Integration of messages

Coordinating Media

Marketers should combine personal and non-personal communications channels to achieve maximum impact and increase message reach.

Promotions when combined with

advertisements are more effective

Companies can coordinate their online and offline communication activities

Implementing IMC

Integrated marketing communications can produce stronger message consistency, help build brand and create greater sales impact

Management is forced to think about

Every way the customer comes in contact with the company

How the company communicates its positioning

Timing issues