'Integrated Marketing Communications Essay\r'

' description: Integrated Marketing Communication Definition: IMC is a concept of marketing communicatings training that recognizes the added value of a comprehensive plan that evaluates the strategical roles of a variety of converses disciplines †for example, general advertise, taper response, gross sales promotion, and public relations †and combines these disciplines to provide clarity, consistency, and uttermost communications impact by The American linkup of Advertising Agencies (the 4A’s)\r\nThe Emergence of IMC The Market revolution forcing a movement towards IMC: • • A shift of marketing dollars from media advertising to other forms of promotion, particularly consumer and trade oriented sales promotions A movement away from relying on advertising-focused approaches, which try mass media such as television and field of study magazines, to solve communication problems A shift in marketplace power from the manufacturer to the retailer The rapid growth and development of database marketing Demands for greater answerability from advertising agencies and changes in the way agencies are even off The rapid growth of the Internet, which is changing the very disposition of how companies do business and the ways they communicate and interact with consumers • • • •\r\nThe Role of Marketing Communication Marketing communication performs several functions for consumers: • Consumers are told how the product is used, by what harming of person, and where and when • Consumers learn about who makes the product and what the company and the discoloration stand for • It allows companies to link their instigants to other people, places, events, brands, experiences, feelings, and things • It also contributed to brand equity by establishing the brand in computer retrospection and crafting a brand image Marketing communication contributes specifically to brand equity in the following wa ys: • By creating awareness of the brand • Linking the accountability associations to the brand image in the consumer’s memory • Eliciting positive brand judgments or feelings • Facilitating a stronger consumer-brand liaison\r\nMarketing Communication Forms Marketing communication consists of 6 major modes of communication: Advertising: Any nonrecreational form of non-personal presentation and promotion of ideas, goods, or run by an identified sponsor gross sales advance: A variety of short-term incentives to encourage outpouring or purchase of a product or a service Events and Experiences: Company sponsored activities and programs designed to form daily or special brandrelated interactions Public relations and publicity A variety of programs designed to prove or protect a company’s image or its individual products Direct marketing: Use of mail, telephone, fax, e-mail, or internet to communicate instantly with or solicit response or d uologue from specific customers or prospects Personal selling: opposite interaction with one or more likely purchasers for the purpose of making presentations, answering questions, and procuring orders Advertising Sales Promotion Events\r\n'