What are the functions of IMC?
Learning Objectives
- Define integrated marketing communication (IMC)
- Explain how IMC strengthens the impact of marketing communication tools
- List the primary marketing communication methods marketers use as part of their IMC strategy
What are IMC tactics?
- Point-of-sale displays that make a product highly visible to consumers
- Participating in trade shows and showrooms to demonstrate a product or service to potential customers
- Retailer incentives to stock and sell products, such as discounted bulk pricing
What is integrated marketing communications plan?
Integrated marketing communication plan needs to include:
- Detailed summary of your marketing plan as to how it intends to promote products and services among target customers.
- Background, history and vision of your organization.
- Know your products well. ...
- Target market needs to be described well. ...
- Compare your brand with the competitors. ...
What is IMC planning process?
- Detailed situation analysis
- Specific marketing objectives
- Marketing strategy and program
- Program for implementing the strategy
- Process for monitoring & evaluating the performance
How do you write an IMC plan?
6 Steps in the IMC Planning ProcessStep 1: Know your target audience. As a general rule, there is no “general audience”. ... Step 2: Develop a situation analysis. ... Step 3: Determining marketing communication objectives. ... Step 4: Determining your budget. ... Step 5: Strategies and tactics. ... Step 6: Evaluation and measurement.
What does IMC plan include?
An integrated marketing communications plan or IMC plan incorporates market research, strategic planning, audience segmentation, marketing channel selection, creative briefs and campaign messaging, budgeting, ROI analysis and a system for campaign metrics and evaluation. to achieve maximum impact of marketing ...
What is IMC example?
Another great example of an integrated marketing campaign is Coke's 'share a coke with' campaign, which used unified messaging across TV, Social, Outdoor and Display leading to a 7% uplift in Coke consumption by the target demographic, making it one of the most successful Coke campaigns in history.
What is the difference between a marketing plan and an IMC plan?
Objective. The aim of marketing is to create awareness of a brand and generate sales. IMC, on the other hand, aims to integrate the various promotional tools and approaches used by a company to ensure that consistent messages are delivered that creates a more powerful impact on the minds of the consumers.
What are the 7 steps required when developing an IMC plan?
Step-by-Step Exploration of the IMC ProcessStep 1: Know Your Audience from Behavioral Data. ... Step 2: Develop a Situational or Contextual Analysis. ... Step 3: Determine Your Marketing Objectives. ... Step 4: Establish Your Budget. ... Step 5: Defining Your Strategies and Tactics. ... Step 6: Evaluation and Measurement.
What is the first step in the IMC plan?
The first stage of the IMC planning process is to conduct a situational/ contextual analysis. This can involve a SWOT analysis and an external and internal environmental analysis.
What is the goal of IMC?
IMC has four primary objectives: creating brand awareness, generating product interest, increasing the desire for products and prompting action in the form of a sale.
What does an integrated marketing campaign look like?
An integrated marketing campaign combines multiple channels such as content, email, display advertising and social media in order to promote a consistent message to a specific audience. The main goal of most integrated campaigns is to convert viewers into customers.
What are the types of IMC?
Different Tools of Integrated Marketing Communications (IMC)Advertising. ... Sales Promotions (SP) ... Personal Selling (PS) ... Direct Marketing (DM) ... Social Media Marketing. ... Internet Marketing. ... Mobile Marketing.
Why are IMC plans so important to marketers?
IMC gives an organization an edge over competitors and boosts sales. While communicating with the customer, the brand builds a relationship with them and creates a seamless buying experience, eventually leading to a lifelong, loyal client base. A unified and coherent message has more impact than myriad messages.
What are the 5 components of IMC?
Five Steps of the IMC ProcessIdentify your customers from behavioral data. ... Determine the financial value of your customers and prospects. ... Create and deliver messages and incentives. ... Estimate the return on customer investment (ROCI) ... Budget, allocate, evaluate, and recycle.
What are the features of IMC?
Features of IMCGreater Accountability Asked from the Advertising Agencies: The producers are demanding greater accountability from advertising agencies by asking them to give instant results. ... Market Place Power with Retail Industry: ... Growth of Database Marketing: ... Shift in Promotional Expenditure.
What are the IMC objectives?
IMC has four primary objectives: creating brand awareness, generating product interest, increasing the desire for products and prompting action in the form of a sale.
How do you create and develop an Integrated Marketing Communications Plan?
According to leading, Marketing Communication author Chris Fill (2013) marketing communication plans should consist of the following components:
The Promotional Mix
This is possibly the easiest to assess, as it is the most audited of all media. Comprehensive audience figures are available on a daily basis, at a very detailed level of analysis. The interactivity afforded by digital television allows us to measure audience response by the number of clicks on the ‘red button’.
What is IMC in marketing?
Although Integrated Marketing Communication (IMC) is a complex web of different marketing and advertising avenues. As a communication plan, it still holds the basic elements that make it as such. It may vary differently compared to a project management communication plan or a construction project communication plan.
What is the first concern when creating an integrated marketing plan?
Your first concern when creating an integrated marketing plan is the goal of the whole plan. If you need to you should ensure that you have enough time to do goal setting. You can use a goal setting sample or template for this if you want to make things easier.
What is integrated marketing communication?
What is an Integrated Marketing Communication Plan? An integrated marketing communication plan is a plan document that people use to ensure the cohesion of their integrated marketing communication. Huge companies such as Coca Cola, Starbucks, and Apple use this to keep their business on the edge of success.
Why is IMC important?
The process of the IMC is important for better managing the communication mix with target audiences and maintaining a strong market position through brand differentiation. Planning provides direction for creating and delivering brand messages, it provides new opportunities for advertising agencies and for companies to create added value ...
What is the final step in IMC planning?
The final step of the IMC planning process is evaluating the programme. This can be done by certain social media metrics, by analyzing online traffic with the use of Google analytics, by sales and social media tools that allow you to track engagement with certain items.
What is integrated marketing communications?
Integrated Marketing Communications (IMC) The integrated marketing communications plan is an approach that achieves the objectives of a marketing campaign, through a well-coordinated use of different promotional methods that are intended to reinforce each other.
How to develop an IMC strategy?
Below are the major steps to keep in mind when developing your IMC strategy. Step 1: Know your target audience. As a general rule, there is no “general audience”. You always want to communicate with a specific audience to make the most effective use of your resources.
How many steps are there in IMC?
There are typically six steps in the IMC planning process. Each are important in their own right and can be applied to practically any business or organization, no matter the size or industry. While your plan might utilize each marketing communications function differently, the overall idea remains the same. Below are the major steps ...
What is IMC campaign?
Brand Awareness. IMC is the best way to increase brand awareness among target groups. Blending of multiple tools to create effective messages is an effective way to achieve this. Moreover, there is a huge range of IMC based campaign tools that a brand can use.
What is IMC in marketing?
The IMC approach is targeted towards achieving maximum brand awareness through marketing channels such as advertising and content creation. Larger brands use it to retain their business persona. While smaller businesses use it to create an impact in the market.
What is IMC approach in advertising?
Advertising makes use of multiple platforms and media channels to present the brand message. Thus, by using the IMC approach in advertising, you can advertise a singular brand message across different classes and social groups to achieve maximum reach.
What is integrated marketing communication?
Integrated Marketing Communication or IMC is a marketing strategy that aligns and interconnects the various platforms and communication channels to create a singular branding message. Through the use of an IMC approach towards marketing, a brand can achieve a variety of competitive advantages. The IMC approach is targeted ...
Why is integrated marketing important?
Integrated marketing messages can provide a long-term relationship between the customer psyche and the brand. So, this can be immensely helpful for beginner brands in creating a solid and loyal customer base.
Why are businesses unable to pull off an integrated marketing campaign?
Lack of Resources . The primary reason businesses are unable to pull off an integrated marketing campaign is the lack of resources. We need marketing experts and managers to pull off such a process, which most businesses do not possess or are unlikely to train for.