The Need for Integrated Marketing Communications

Last Updated on Thu, 04 Jan 2024 | Customer Relationships

The shift toward a richer mix of media and communication approaches poses a problem for marketers. Consumers today are bombarded by commercial messages from a broad range of sources. But consumers don't distinguish between message sources the way marketers do. In the consumer's mind, messages from different media and promotional approaches all become part of a single message about the company. Conflicting messages from these different sources can result in confused company images, brand positions, and customer relationships.

All too often, companies fail to integrate their various communications channels. The result is a hodgepodge of communications to consumers. Mass-media advertisements say one thing, while a price promotion sends a different signal, and a product label creates still another message. Company sales literature says something altogether different and the company's Web site seems out of sync with everything else.

The problem is that these communications often come from different parts of the company. Advertising messages are planned and implemented by the advertising department or an advertising agency. Personal selling communications are developed by sales management. Other company specialists are responsible for public relations, sales promotion events, Internet marketing, and other forms of marketing communications. However, whereas these companies have separated their communications tools, customers won't. Mixed communications from these sources will results in blurred consumer brand perceptions.

Today, more companies are adopting the concept of integrated marketing communications (IMC). Under this concept, as illustrated in # Figure 14.1, the company carefully integrates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its brands.

Integrated marketing communications (IMC)

Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Integrated Marketing Communications

Carefully blended mix of promotion tools

Today's customers are bombarded by company messages from all directions. For example, think about all the ways you interact with companies such as Nike, Apple, or Coca-Cola. Integrated marketing communications means thai companies must carefully coordinate all of these customer touch points to ensure clear brand messaqes. --IT_/

: In today's splintered advertising universe, Saatchi & Saatchi Worldwide's CEO Kevin Roberts is scrambling to keep his advertising agency relevant. To become a Web-era player, '"We've got to reinvent and transform the way we work."

Real

Marketing 14.1

Staying Relevant in a Shifting Advertising Universe:

The Old Versus the New

In today's splintering advertising universe, advertising agency Saatchi & Saatchi Worldwide is scrambling to stay relevant. As of now, the New York agency is one of the ad industry's brightest stars. It's still signing up blue-chip clients at an impressive rate and scooping up awards for its creative work. Yet Saatchi CEO Kevin Roberts worries that at a time when there are more new places than ever to stick ads—online, on cell phones, in all places digital and interactive—Saatchi may not be ready for this new universe.

Saatchi & Saatchi is a traditional creative agency. It cut its teeth on developing creative ads for big-budget, mostly television and magazine campaigns. But the ad landscape is now shifting. Here is the universe as CEO Roberts sees it:

TV viewers are using DVRs to blast through the very commercials that are Saatchi's bread and butter. Marketers are stampeding online, where Saatchi lacks the tools and talent to compete. Digital boutiques are proliferating, staffed with tech vets and Gen Y video artists dedicated to making ads for video-sharing and social-networking sites and whatever comes after them.

These days, Saatchi often finds itself outmaneuvered by nimbler new-age rivals. Traditional agencies like Saatchi still have a long way to go to match the new-media prowess of today's digital, interactive, and media agencies. The traditional agencies didn't predict how dramatically the industry would

IMC calls for recognizing all touch points where the customer may encounter the company and its brands. Each brand contact will deliver a message, whether good, bad, or indifferent. Says one advertising executive, "the world has evolved to a place where brands that need to speak to their audience have to understand that everything they do is media."9 The company wants to deliver a consistent and positive message with each contact. IMC leads to a total marketing communication strategy aimed at building strong customer relationships by showing how the company and its products can help customers solve their problems.

IMC ties together all of the company's messages and images. The company's television and print advertisements have the same message, look, and feel as its e-mail and personal selling communications. And its public relations materials project the same image as its Web site or social network presence. Often, different media play unique roles in attracting, informing, and persuading consumers, and these roles must be carefully coordinated under the overall marketing communications plan.

For example, Nikon used a carefully coordinated mix of media in a recent campaign designed to demonstrate that even ordinary people can take amazing digital pictures with its Nikon D40 camera. To prove the point, Nikon gave 200 of the cameras to people in the U.S. state of South Carolina, and then featured the people and their photos in TV and print ads. The ads delivered the brand message and referred consumers to a specially constructed supporting Web site (www.stunningnikon.com/picturetown), where they could explore the stories and people behind the pictures, learn more about the Nikon D40 camera, and find go digital, and they must now struggle to catch up.

For most of the twentieth century the so-called creatives ruled the industry. They didn't worry about where or how an ad ran. They were about Big Ideas that would connect a brand emotionally with millions of consumers. Today, you might say, the Small Idea is ascendant. Ads are targeted at individuals or communities of consumers rather than to the masses. The media universe is now so fragmented— into blogs, social networks, television, magazines, and so on—that finding the right medium is fast becoming more important than the creative message itself. And the people best equipped to deal with this new world are not the big creative agencies. Instead, it is the direct marketers who are now perfect for the Web—the folks who've always interacted directly with individual consumers. And as the media fragment and reform, media buyers—once consigned by the creative agencies to back-office obscurity—are playing a much bigger role in helping clients figure out where they should spend their advertising budgets. More and more, these media buyers are steering advertisers into new digital and direct media, a powerful threat to the venerable 30-second TV spot that has always been at the heart and soul of traditional creative agencies like Saatchi.

Saatchi's CEO Roberts still believes in the power of creative—the emotional connection to the customer. But the truth is that creative and media feed off of one another, and media is shifting into a new realm that Saatchi has yet to master. Most clients still believe in creating an emotional bond with consumers. But in today's fragmented media universe, advertisers are looking for agencies that can help them create an integrated customer experience across multiple media, including both the traditional mass media that Saatchi knows so well and the new digital and direct media that remain a bit beyond Saatchi's comfort zone.

To fill the widening gap between traditional and digital, Saatchi is now hiring its own corps of Web ad makers, direct marketers, and digital media specialists. In fact, a while back, Saatchi tried to buy an existing digital agency, Blast Radius, known for building Web sites and creating passionate online communities for with-it companies such as Nike and game maker Electronic Arts. However, in a deeply troubling development, Blast Radius declined Saatchi's proposal. Instead, it merged with Wunderman, one of the world's largest direct-marketing agencies. Said Blast Radius's CEO at the time, "As an interactive agency, ... we saw a big chasm between us . . . versus the more traditional agencies. The traditional agencies were still very much about [messages and creativity]."

Interestingly, Publicis Groupe, the mammoth holding company that owns Saatchi & Saatchi along with dozens of other communications agencies, appears not to be counting on Saatchi and its other traditional agencies to lead the digital transformation. Instead, Publicis invested heavily to purchase an existing interactive agency, Digitas, and to bankroll the creation of another, Droga5. Publicis's CEO sees these interactive agencies as defining the very future of both his company and the entire advertising industry. His goal is to make Publicis the industry's premier digital-marketing outfit—to create a blueprint of the agency of the future. "It's not about cosmetic changes," he says, "it's about profound and unsettling changes."

Such actions and thinking have created an undercurrent of near-panic at some traditional creative agencies, including large and successful ones such as Saatchi & Saatchi. The question is clear: With digital and direct agencies muscling onto Saatchi's turf, is it "too late for an old-school creative shop to transform itself into a Web-era player"? CEO Roberts doesn't think so. But it won't be an easy transition for Saatchi and the other traditional agencies. "We've got to reinvent and transform the way we work," he says.

Sources: Excerpts and quotes adapted from Burt Helm, "Struggles of a Mad Man," BusinessWeek, December 3, 2007, pp. 44-49: and Linda Tischler, "A Mad Man Gets His Head Together," Fast Company, January 2008, pp. 90-97.

out where to buy one. The ads, Web site, supporting PR, and even the event itself were carefully integrated to deliver a unified message.

In the past, no one person or department was responsible for thinking through the communication roles of the various promotion tools and coordinating the promotion mix. To help implement integrated marketing communications, some companies appoint a marketing communications director who has overall responsibility for the company's communications efforts. This helps to produce better communications consistency and greater sales impact. It places the responsibility in someone's hands—where none existed before— to unify the company's image as it is shaped by thousands of company activities.

Author I To develop effective Comment | marketing communications, you must first understand the general communication process.

— A View of the Communication

Process (pp 431-433)

Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to obtain the desired audience response. Too often, marketing communications focus on immediate awareness, image, or preference goals in the target market. But this approach to communication is too shortsighted. Today, marketers are moving toward viewing communications as managing the customer relationship over time.

Because customers differ, communications programs need to be developed for specific segments, niches, and even individuals. And, given the new interactive communications technologies, companies must ask not only, "How can we reach our customers?" but also, "How can we find ways to let our customers reach us?"

Thus, the communications process should start with an audit of all the potential touch points that target customers may have with the company and its brands. For example, someone purchasing a new kitchen appliance may talk to others, see television ads, read articles and ads in newspapers and magazines, visit various Web sites for prices and reviews, and check out appliances in one or more stores. The marketer needs to assess what influence each of these communications experiences will have at different stages of the buying process. This understanding will help marketers allocate their communication dollars more efficiently and effectively.

To communicate effectively, marketers need to understand how communication works. Communication involves the nine elements shown in \ Figure 14.2. Two of these elements are the major parties in a communication—the sender and the receiver. Another two are the major communication tools—the message and the media. Four more are major communication functions—encoding, decoding, response, and feedback. The last element is noise in the system. Definitions of these elements follow and are applied to a McDonald's "I'm lovin' it" television commercial for fast food.

• Sender: The party sending the message to another party—here, McDonald's.

• Encoding: The process of putting thought into symbolic form—McDonald's advertising agency assembles words, sounds, and illustrations into an advertisement that will convey the intended message.

• Message: The set of symbols that the sender transmits—the actual McDonald's ad.

• Media: The communication channels through which the message moves from sender to receiver—in this case, television and the specific television programs that McDonald's selects.

• Decoding: The process by which the receiver assigns meaning to the symbols encoded by the sender—a consumer watches the McDonald's ad and interprets the words and images it contains.

Elements in the Communication Process

There is a lot going on in this figure! For example, apply this model to McDonald's. To create great adertising—such as its long-running "I'm lovin' if' campaign—McDonald's must thoroughly understand its customers and how communication works.

: Decoding

Sender's field of experience

Receiver's field of experience

• Receiver: The party receiving the message sent by another party—the customer who watches the McDonald's ad.

• Response: The reactions of the receiver after being exposed to the message—any of hundreds of possible responses, such as the consumer likes McDonald's better, is more likely to eat at McDonald's next time, hums the "I'm lovin' it" jingle, or does nothing.

• Feedback: The part of the receiver's response communicated back to the sender—McDonald's research shows that consumers are struck by and remember the ad, or consumers write or call McDonald's praising or criticizing the ad or products.

• Noise: The unplanned static or distortion during the communication process, which results in the receiver's getting a different message than the one the sender sent—the consumer it distracted while watching the commercial misses its key points.

For a message to be effective, the sender's encoding process must mesh with the receiver's decoding process. The best messages consist of words and other symbols that are familiar to the receiver. The more the sender's field of experience overlaps with that of the receiver, the more effective the message is likely to be. Marketing communicators may not always share their consumer's field of experience. For example, an advertising copywriter from one socioeconomic stratum might create ads for consumers from another stratum— say, wealthy business owners. However, to communicate effectively, the marketing communicator must understand the consumer's field of experience.

This model points out several key factors in good communication. Senders need to know what audiences they wish to reach and what responses they want. They must be good at encoding messages that take into account how the target audience decodes them. They must send messages through media that reach target audiences, and they must develop feedback channels so that they can assess the audience's response to the message.

Steps in Developing Effective Marketing Communication <PP 433-438)

We now examine the steps in developing an effective integrated communications and promotion program. Marketers must do the following: Identify the target audience, determine the communication objectives, design a message, choose the media through which to send the message, select the message source, and collect feedback.

Continue reading here: Determining the Communication Objectives

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Readers' Questions

taimi
What is an example of imc supporting a sales promotion?

17 days ago
- Reply

An example of IMC supporting a sales promotion could be a company that is launching a limited-time offer or a special discount on a product. In this case, the company would use various IMC tactics to promote the sales promotion and create awareness among the target audience. For instance, the company may leverage advertising to run commercials or print ads announcing the promotion and highlighting the benefits of the product. They can also use digital marketing channels like social media, email marketing, and search engine marketing to reach a wider audience and create buzz around the sales promotion. Additionally, the company may use public relations tactics to generate media coverage and press releases about the promotion, further increasing its visibility. Direct marketing strategies like personalized emails or direct mail can also be employed to specifically target and engage with potential customers. Furthermore, the company might utilize sales promotion techniques, such as coupons, rebates, or loyalty programs, to incentivize customers to make a purchase during the promotion. These promotional offers can be actively communicated through different IMC channels to encourage participation and increase sales. By integrating these various IMC techniques, the company can effectively support the sales promotion, amplify its reach, and drive customer engagement, ultimately leading to increased sales and brand awareness.

doreen wechsler
Which of the following is a function of an integrated marketing communications system?

3 months ago
- Reply

Creating a consistent brand message across multiple channels and platforms

Planning and executing promotional campaigns

Monitoring and analyzing customer behavior and responses

Managing and coordinating various marketing communication activities, such as advertising, public relations, direct marketing, and digital marketing

Building and maintaining strong relationships with customers through effective communication strategies

Evaluating the effectiveness of marketing communication efforts and making necessary adjustments to improve results

Coordinating communication efforts between different departments within an organization to ensure consistency and alignment with overall marketing goals.

juan
Which of the following is an example of a firm utilizing public relations as a promotion tool?

4 months ago
- Reply

There is no list of options provided in the question. However, below is an example of a firm utilizing public relations as a promotion tool:
A company organizing a press conference to announce a new product or a significant milestone.

A company sponsoring a charitable event or community initiative and issuing a press release to gain positive publicity.

A company responding to a crisis or negative media coverage through effective communication and media relations strategies.

A company conducting interviews or providing expert opinions to journalists to establish thought leadership in its industry.

A company hosting an industry event or seminar to establish itself as a leader and gain media coverage and industry recognition.
These are just a few examples, and there are many other ways in which a firm can utilize public relations as a promotion tool.

matthias
Which of the following is true of the imc approach to marketing and campaign planning?

4 months ago
- Reply

The IMC (Integrated Marketing Communications) approach to marketing and campaign planning emphasizes the coordination and integration of various promotional tools and channels to create a unified and consistent message to the target audience. It involves the following:
Integrated messaging: IMC ensures that all marketing efforts, such as advertising, public relations, sales promotions, and direct marketing, convey a consistent message to the target audience.

Customer-centric approach: IMC focuses on understanding and addressing the needs and preferences of the target audience, creating tailored messages and campaigns that resonate with them.

Synergy and consistency: IMC seeks to create synergy and consistency across all marketing channels, delivering a unified brand image, message, and experience to consumers.

Multiple communication channels: IMC employs a range of communication channels, such as print, television, radio, social media, PR events, and email, to reach and engage the target audience in different ways.

Data-driven decision-making: IMC utilizes data and analytics to understand customer behavior, measure the effectiveness of campaigns, and make data-driven decisions for optimization.

Long-term relationship building: IMC aims to establish long-term relationships with customers by fostering brand loyalty and trust through consistent and targeted messaging.
Overall, the IMC approach to marketing and campaign planning integrates various promotional tools, focuses on the customer, seeks consistency and synergy, utilizes multiple communication channels, uses data for decision-making, and aims to build long-term relationships with customers.

fre-swera osman
What are the need of imc?

8 months ago
- Reply

The need of Integrated Marketing Communications (IMC) is to create a unified and seamless experience for consumers across all marketing channels. IMC is important because it allows businesses to deliver a consistent message to their audiences, increasing brand recognition and awareness. It also helps businesses reach more potential customers through multiple channels, as well as delivering targeted messages to consumers who are most likely to be interested in their products and services. Finally, IMC helps companies track and measure their return on investment, allowing them to fine-tune their marketing efforts in order to maximize their budget.

hobson
What are the need of imc?

10 months ago
- Reply

Developing Brand Awareness and Loyalty: IMC allows you to create consistent messages across multiple platforms, so your potential customers receive the same message no matter where they interact with your brand. This builds brand awareness, increases recognition, and instills customer loyalty.

Facilitating Two-Way Communication: IMC allows you to easily and quickly interact with your target audience and receive feedback from them. This helps your company see what’s working and what’s not, enabling you to refine your communications over time to better meet the needs of your customers.

Creating a Unified Message: IMC helps you establish a single message for your brand across all platforms. This keeps your message concise, consistent and unified, enabling potential customers to more easily grasp your brand’s purpose.

Reaching Multiple Audiences: IMC helps you reach different target audiences in diverse ways. For example, paid media like radio and television advertisements allow you to reach a large number of people, while earned media like social media or blogging enable you to interact directly with individual customers.

mebrat
Which of the following is true of integrated marketing communication?

11 months ago
- Reply

Integrated Marketing Communication (IMC) is a comprehensive approach to marketing that involves multiple channels and messages to promote a product or service. IMC includes elements such as advertising, public relations, digital marketing, sales promotion, direct marketing, social media, and more. It seeks to coordinate all of these elements to create a unified, consistent, and effective message to consumers.

LAKESHA
Which of the following is not a factor driving the integrated marketing communications movement?

12 months ago
- Reply

The need for speed.

faith
Which of the following is true of consumers in the new marketing communications model?

12 months ago
- Reply

Consumers are more informed and empowered than ever before.

Consumers have an increased ability to control the flow of marketing messages.

Consumers have more avenues to interact with companies and brands.

Consumers are less likely to be influenced by traditional marketing channels.
All of the above are true.

ETHAN
Which of the following is true of advertising in the new marketing communications model?

1 year ago
- Reply

All of the above are true. Advertising is still a key component of the new marketing communications model, along with other elements such as public relations, search engine optimization, content marketing, and social media.

adaldrida
What are the need of imc?

1 year ago
- Reply

To reach more potential customers: Integrated marketing communication is a powerful tool that enables businesses to reach more potential customers from different channels, including television, radio, digital media, and print media.

To drive sales: By utilizing various types of marketing communication, businesses are able to attract more customers and drive sales.

To create brand awareness: Through various forms of marketing communication, businesses can create brand awareness and increase visibility for their products and services.

To build trust: Integrated marketing communication campaigns help businesses to build trust with their customers by providing quality information and engaging with them on different levels.

To increase customer loyalty: By utilizing integrated marketing communication, businesses can increase customer loyalty, as customers will be reminded of their brand on a regular basis through different channels.

Juhana
Why do today's firms need integrated marketing communications systems?

1 year ago
- Reply

Integrated marketing communications systems allow companies to create a cohesive message that can be delivered through multiple channels. This helps companies target audiences more effectively and efficiently. Integrated marketing communications systems also allow companies to better track results and measure success. By having a unified system, companies can also save time and money by streamlining processes across departments.

esmeralda
Why would nike need to integratetheir marketing communication?

1 year ago
- Reply

Nike needs to integrate their marketing communication in order to create a unified message and consistent branding across all of their marketing channels. This will help ensure that their customers are being exposed to a consistent message and that their brand identity is reinforced and strengthened. This will help Nike create an impactful and cohesive marketing strategy, while also increasing brand recognition and loyalty.

Kalle
Why need to integrate all promotional tools?

1 year ago
- Reply

Integrating all promotional tools is essential for businesses to maximize their reach and gain maximum exposure for their products and services. It allows businesses to create a cohesive messaging strategy and ensure that customers are receiving consistent information from all sources. Integrated promotional tools also allow businesses to track their progress and results more easily, enabling them to assess the effectiveness of their promotions and optimize their campaigns accordingly.

omar
What is an intergreated marketing blend communication?

1 year ago
- Reply

Integrated marketing blend communication is a combination of different marketing tools, such as advertising, public relations, direct marketing, content marketing and social media, to create a unified message that communicates with targeted customers. By combining several marketing strategies within a single message, businesses can more effectively reach their target audience and build brand awareness.

kathrin
How IMC solves communication problems?

1 year ago
- Reply

Integrated Marketing Communications (IMC) is a holistic approach to marketing communications that focuses on how to bring together all of an organization’s communications activities into a unified, coordinated campaign. IMC helps to solve communication problems by unifying the various marketing platforms and channels that are used by the company. By coordinating all of the company’s communications activities, IMC allows for better control of the message that is being sent, as well as consistency across the various channels. Additionally, IMC allows for the measurement of the effectiveness of the communications efforts, allowing the company to adjust their strategy accordingly.

molly maclean
When companies fail to ________ their various communications channels consumers may become confused?

1 year ago
- Reply

harmonize

jaana
How to use imc and fragment marketing media to reach target audience?

1 year ago
- Reply

IMC (integrated marketing communication) and fragment marketing media are powerful tools to reach a target audience. Here are some tips to use IMC and fragment marketing media to reach target audiences:
Identify Your Target Audience: Before you can implement an effective IMC and fragment marketing media campaign, you will need to identify the target audience that you want to reach. Consider their age, gender, interests, lifestyle, and other factors that will help you determine the best way to reach them.

Research Your Audience’s Media Habits: Once you’ve identified your target audience, it’s important to research their media habits. What types of media are they likely to consume? Do they have preferences for certain platforms or channels? Knowing the media habits of your audience will help you create an effective IMC and fragment marketing media plan.

Choose the Right Platforms: Once you've identified your target audience and their media habits, you'll need to select the right platforms for your campaign. Depending on your target audience, you may choose to use social media, email marketing, native advertising, search engine marketing, or other platforms.

Craft Your Messaging: Once you've selected the relevant platforms for your IMC and fragment marketing media campaign, it’s time to craft your messaging. This is the part of the process where you will decide on the message, content, and visuals that you want your audience to see. Make sure to keep your messaging consistent across all platforms.

Measure Results: Finally, once you've launched your IMC and fragment marketing media campaign, it's important to measure the results. Track your reach, engagement, and conversions in order to make sure you are achieving your desired outcome. This will also give you an idea of what tactics have worked best and can be used again in the future.

ARCANGELA CALABRESE
Is coke following the integrated marketing communication concept?

1 year ago
- Reply

Print Ads: Publish ads in various magazines and newspapers to increase brand awareness and reach a wider audience.

TV Ads: Develop commercials to be aired on TV channels and on streaming sites to increase brand recognition.

Digital Advertising: Invest in online campaigns such as display ads and search engine optimization to maintain a presence online.

Social Media Campaigns: Develop social media campaigns utilizing the power of platforms such as Facebook, Instagram, and Twitter.

Experiential Events: Organize events such as sampling and product launches to increase customer engagement and loyalty.

Promotions: Create promotions and contests to motivate customers to purchase and engage with the brand.

Public Relations: Utilize public relations tactics such as press releases, interviews, and media events to increase brand visibility.

Influencer Marketing: Reach out to influencers in the industry to post about the brand on their channels and create content that promotes the product.

Direct Mail: Send direct mail pieces to customers to keep the brand in their mind and encourage repeat purchases.

Point of Purchase Advertising: Place eye-catching displays at the point of purchase to promote the product.

caramella
How do firm follow the imc concept?

1 year ago
- Reply

Develop a unified message: Companies should create and communicate a unified message across all marketing channels. This ensures that all methods and platforms are used to promote a single concept, which can help establish a consistent and recognizable brand for consumers.

Use the right mix of marketing communication strategies: IMC suggests that companies use the right mix of marketing communication strategies to deliver the unified message. This includes advertising, direct marketing, public relations, sales promotion and other communication tools.

Establish a dialogue with customers: To ensure effective IMC, companies should establish a dialogue with their customers. This means taking the time to understand their needs and desires, then creating messages and campaigns that resonate with them.

Monitor performance: Companies should monitor their IMC performance to see if their efforts are leading to desired results. This allows them to make any necessary adjustments and refine their communication strategy.

victoria
Why should firms follow intergrated marketing communications?

1 year ago
- Reply

Integrated marketing communications (IMC) is a strategic process used by firms to leverage their marketing resources to create a unified and persuasive message to their customers. By using integrated marketing communications, firms are able to create a more consistent, effective and targeted message that resonates with their customers. This unified brand message is more likely to be received positively, resulting in increased sales and customer loyalty. Additionally, integrated marketing communications allows firms to save time and money by consolidating their marketing efforts into one comprehensive campaign.

karri
Why do firms follow the imc concept?

1 year ago
- Reply

The IMC concept seeks to ensure that all different aspects of a company’s marketing communication strategy are integrated and consistent across all channels. This allows a company to ensure its messaging is consistent, reinforcing its brand identity and increasing awareness of its products or services. Additionally, it helps a company to gain better control over marketing costs by ensuring resources are used wisely and no budget is wasted.

Leea Gardemeister
Why companies follow the integrated marketing communication concept?

1 year ago
- Reply

Integrated marketing communication (IMC) is an approach to achieving the objectives of a marketing campaign, through a well-coordinated use of different promotional methods that are intended to reinforce each other. Companies employ IMC to create a unified and coherent brand message, which is more likely to be noticed and remembered by customers. By creating a unified message across all channels and touchpoints, companies can ensure that customers receive a consistent and coherent message. Additionally, IMC helps to create a positive brand experience, since customers do not need to switch between different messages or platforms to get the full picture of the company's offerings. Companies also benefit from IMC by having a better understanding of what activities are effective in driving customer engagement and sales. Finally, IMC can help to reduce costs, since companies can use a single platform to promote their brand instead of multiple channels.

Dora
What is the message behind "the old versus the new” about the ad agency “saatchi & saatchi”?

1 year ago
- Reply

The message behind the old versus the new at Saatchi & Saatchi is that the company is constantly innovating and evolving to stay ahead of the curve. With a strong history as one of the world's most renowned marketing agencies, Saatchi & Saatchi is dedicated to creating cutting-edge campaigns and pushing the boundaries of creativity in order to better serve its clients. By embracing new technologies, strategies, and trends to create unique, powerful campaigns, Saatchi & Saatchi is proving that it is always searching for new ways to provide value to the marketplace and its customers.

The Need for Integrated Marketing Communications

The Old Versus the New

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