You will also know how to construct, manage and evaluate advertising and media promotion. It could also be an incentive or reward for trial or usage. Compliment this with skills from the âPâ session Place, where you consider channels and retail strategies with the overriding objective of defining a distribution strategy for your product or service. The marketing communication mix consists of eight major modes of communication. The American Association of Advertising Agencies defines IMC as “a comprehensive plan that evaluates the strategic roles of a variety of communication … It aims to help you make better marketing communication decisions. For example, someone interested in buying a new car might talk to others, might watch a TV advertisement, read articles, look for information on the internet. The consumers and their desires and requirements are better understood and analysed. Their marketing communication activities must be integrated to deliver a consistent message and to achieve the appropriate strategic positioning. It represents the voice of the company and it plans, in other ways in which it can establish a dialogue and build relationships with customers. In this new communication environment, although advertising is an essentially element of a marketing communication program. According to Kotler and Keller marketing communications are the means by which firms attempt to inform, persuade, and remind customers about the brands they market. Uploader Agreement. Best practices for marketing might include a comprehensive style guide that covers legal terms or logo uses. [MUSIC], To view this video please enable JavaScript, and consider upgrading to a web browser that, Establishing the Marketing Communications Budget, Deciding on the Marketing Communication Mix, Managing the Integrated Marketing Communications Process, Expert Interview: José MarÃa Rull, President and CEO of DDB Spain, Managing Media and Evaluating Effectiveness. Public relations and publicity is a variety of programs designed to promote or protect a company's image or its individual market offering. The rise of web based advertising has caused a significant shift from traditional push strategies to modern pull strategies and web-based activities facilitate a customer call to action. They can inform or show customers how and why the market offering is used. Integrated Marketing communication helps in integrating all essential components of marketing to communicate similar message to potential and existing end-users. Construction Engineering and Management Certificate, Machine Learning for Analytics Certificate, Innovation Management & Entrepreneurship Certificate, Sustainabaility and Development Certificate, Spatial Data Analysis and Visualization Certificate, Master's of Innovation & Entrepreneurship. Direct Marketing. The integrated approach offers a mission or a philosophy which begins with the customers’ needs and ends with their satisfaction in its totality. Modern marketing calls for more than developing a good market offering, pricing it attractively, and making it accessible. Privacy Policy 9. The starting point is an audit of all the potential interactions that customers in the target market can have with the company and in all its market offering. This module is an introduction to integrated marketing communication. They can inform or show customers how and why the market offering is used. Integrated marketing communications (IMC) is an approach used by organizations to brand and coordinate their communication efforts. Sales promotion, diverse short term incentives to include each trial or purchase of a product/service. Companies must integrate all the available tools as to reach a wider audience and effectively communicate about brand and products. Huge Collection of Essays, Research Papers and Articles on Business Management shared by visitors and users like you. The decisions for improvements in products, markets, profits, etc., are possible to be promptly made instead of adhoc judgements. Companies cannot afford to continue one medium approach to achieve desired communication effect. Prohibited Content 3. The consumers and their desires and requirements are better understood and analysed. The focus of integrated marketing Communication is to integrate all sources that deliver the outflow of communication from the firm to ensure the delivery of a clear and consistent message to target markets. We will run through the marketing process on how to elaborate on the important decisions the marketing managers need to take through the marketing process. In this article we will discuss about the concept and advantages of integrated marketing functions. Some would even go as far as using all marketing communication tools in order to achieve their business goal. Integrated Marketing Communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer. Now that we understand the role of marketing communication and we know which are the major communication modes. Word-of-mouth marketing. The eight step is managing the integrated marketing process. Thank you so much to my instructor for instructing Ana Pelayo. supports HTML5 video. They'll run equity and drive brand sales, from the prospective of building brand equity. You will have access to the latest trends and tools that are used in the integrated marketing communication. Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing… Marketers should be media neutral and evaluate all the different possible communication options according to the effectiveness criteria, meaning how well it works as well as the efficiency. 5. The expression is not simply confined to the actions of the sales and marketing personnel but relates to the organisation’s ability to create an environment so as to attract new customers and retain the existing customer by a judicious co-ordination of product, price, place, and promotion aspects. fall within this broad term. It is often used interchangeably with IMC (integrated marketing communications), 360-degree campaigns, and omnichannel marketing … In the next class we will learn to develop an effective communications program. Integrated Marketing Communication or IMC involve coordinating the various promotional elements and other marketing activities that communicate with the firm’s customers. IE Professors Maria Teresa Aranzabal and Fernando Cortiñas will guide you through this incredibly important stage of marketing strategy using expert interviews with industry professionals. Technology and other factors have profoundly changed the way customers process information. 1. For most, the question is not whether to communicate, but rather, what to say, how and when to say it, to whom and how often? Marketing Services can be … And can … And you will also see professional points of view on the creative process. Finally, through the Promotional activities (Communication) session, explore the different communication channels available and understand the importance of the media plan, dealing specifically with social media and omni-channel strategy. 2. Terms of Service 7. Marketing communication performs many functions for customers.