Purpose of this assignment Essay Example | Topics and Well Written Essays - 2750 words

Purpose of this assignment - Essay Example Integrated Marketing Communications (IMC) brings about synergy and better use of communication funds and Balancing the 'push' and 'pull' strategies Improves the company's ability to reach the right consumer at the right place at the right time with the right message. There is also a lot more to developing and implementing a successful Integrated Marketing Communications (IMC) program. This assignment will focus on the rapidly evolving field of integrated marketing communications. The assignment will examine the evolving role of IMC, how it differs from traditional advertising and promotion, and provide insights into how to measure the effectiveness of IMC programs. IMC has an increasingly central role to play in today's market place, because if offers companies a way to strategically coordinate messages and establish a meaningful dialogue with customers. In short, IMC provides organisations with a strategic method for both establishing and maintaining relationships with key stakeholders. And this is essential for marketing success in the twenty-first century The marketplace is changing. What was once a single audience has fragmented and companies have to establish and maintain brand relationships with a variety of groups of people-customers, as well as other stakeholders, such as employees, investors, suppliers and distributors, local communities, and the media. Organisations now have to communicate with these groups using a wide variety of media. Consequently there are more kinds of messages than ever before and inconsistency can become a company-wide problem. That is why IMC is also needed to coordinate communication consistency Because the mass media now have considerably less importance than they have had in the past, dialogue is becoming increasingly critical in this marketplace. That means that companies can no longer rely only on one-way communication targeted to large groups of customers. To be successful now, organizations must not only be able to target messages to individual customers, but also to listen and respond to all th eir stakeholders. That means they must know who these people are, and the key to that is database-driven communication. IMC is critical to brand relationship programs, because it provides the skills and new ways of thinking that are necessary if organizations are to create and successfully manage dialogue with customers and other key stakeholders. Integrated Marketing communication frame work Integrated Marketing Communications provides a framework for managing brand contacts. We all know the importance of branding out product or service, we also know the importance of maintaining a dialogue with our stakeholder relationship marketing, one-to-one, the voice of the customer, and most of us believe in communication consistency. However, these are only techniques that often fail to when practised without clear philosophy, or if not supported by integrated process. At a minimum, IMC provides and underlying model by: Identifying your StakeholdersIdentifying your Brand contacts Analysing Communications amongst Customers At Each Brand Contact Encouraging Dialogue At Each Brand Con