Now there are more people, who are blogging, besides the celebrities and experts. The first aspect is that he sees IMC as an ongoing process rather than it being a static integration of various elements of the communication process. Here IMC can come to the rescue to formulate right kind of strategy for the company. It also tries to create interactivity in the sales and promotional messages through the usage of technology. 2. The marketing communications activities of the personal computer and software markets provide such an example. However, once the purchase transaction has been completed, the consumer soon realizes that the marketing messages they received prior to the purchase concerning customer service provision do not ring true. In the past three decades, the perspective towards marketing communication changed from it being specific variable oriented to being more integrated where all promotional tools are given strategic importance at the same time. 1. While pharmaceutical companies give more emphasis on trade related sales promotion schemes towards Chemist Shops and Doctors. Messages being communicated are consistent with an organization’s corporate and marketing activities. Though absolute sales might grow in an expanding market, a firm’s share of the market can decrease, which bodes ill for future sales when the market starts to drop. Publicity is not always under the control of the organisation and is sometimes unfavourable. The PowerPoint PPT presentation: "Model of the IMC Planning Process" is the property of its rightful owner. Example: Consumer durables are purchased during festival season. Expense Analysis: The key ratio to watch in this area is usually the “marketing expense to sales ratio. This had led to the marketers spending more on promotional tools than before. Horizontally — make sure that all managers, not just marketing managers understand the importance of a consistent message — whether on product quality or delivery trucks. What are the elements of IMC? IMC programme should be considered a long-term investment for development of business. But PR has a broader objective than the publicity. Be prepared to change it all. Organised retailers like Big Bazaar, Reliance Digital, Spencer’s etc. Sales promotions programmes are not selected unless they fit into the overall marketing communication strategy. Tango initiated a direct response campaign that invited television viewers to write in with comments about Tango products and promotions. Promotion activity supports and adds synergy to the overall business and marketing strategy. The goal of an organization is to create and maintain communication with its own employees and customers. Robert Lauterborn calls promotion as communication from the perspective of the consumer. As such conflicting messages from different sources create confusion in the consumers mind. 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 with the increased use of community websites like Facebook, Orkut, Twitter etc, consumers are connected through the Internet. Road Shows is a BTL (Below the line) activity that brands use to move closer to the masses and also to their target audience. We must understand and develop empathy for the people we are trying to reach — and put them at the core of our efforts. This has its direct impact on communication planning involving the greater use of various promotion tools and not just advertising. This organizational structure will make it possible to plan and monitor brand and corporate messages coming and going from all levels of the organization and to optimize their impact. Therefore, two big budgeting decisions should be resolved up front: When determining a budget for an integrated marketing plan, it is important for managers to understand the components of IMC in order to allocate funds properly. Faster way to spread the brand communication. An IMC strategy with a budget of $2 million will be radically different in size, scope and reach than a marketing budget of only $2,000. More number of television channels, more AM and FM channels on radio, more magazines, and more newspapers with more supplementary editions is what is meant by media fragmentation. Role 6. Boasting an impressive range of designs, they will support your presentations with inspiring background photos or videos that support your themes, set the right mood, enhance your credibility and inspire your audiences. It also involves low cost, as there is no direct expenditure to buy the time or space in a channel or a publication. There are two types of communication channels i.e., Personal and Non-personal and within each are many sub-channels. It Helps in the Careful Link of Messages: IMC helps in the careful link of messages. Designed by Liquid. Third aspect is that the definition views internal audiences such as – employees as an important part of IMC. Select communication tools which are right for each stage. Do you have PowerPoint slides to share? Today, a company needs to integrate all the marketing communications activities to get the maximum reach to the target audience with minimum resources. The Role of IMC in the Marketing Process. Limitations 12. IMC also increases profits through increased effectiveness. The progressive steps for the implementation of IMC throughout the organization. In reality, the sanctioned budget is often less than the ideal budget needed by the organization, so it may have to prioritise communication activities accordingly. The shift from a transaction to a customer focus acknowledges that all marketing is about communication, for people form their images of brands and companies from information provided by a variety of sources. Continuous monitoring of performance against predetermined targets is of utmost importance. For the effective IMC, organisation must make sure the design manual or even a brand book is used to maintain common visual standards for the use of colours, logos, typefaces and so on. Promotional tools – This includes trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs. Promotion is the part of the marketing mix, while sales promotion is a part of promotional mix. Organisations often send out different messages through different media of communication. Example- The name Coco-Cola is associated with refreshing. Technologies such as – check-out scanners provide retailers with all the information about the effectiveness of manufacturer’s promotional programs. Sometimes, ad space or the time is donated by the newspaper or magazine or by the TV channel or by radio for public service announcement. As it reaches more people, it also becomes a very cost effective medium for the advertiser. Direct market companies are also gaining ground with usage of Mobile, Internet and online payment. In marketing, the terms – promotion and sales promotion are often confused. The result of fragmented media is lesser scope for having customer attention. Or use it to create really cool photo slideshows - with 2D and 3D transitions, animation, and your choice of music - that you can share with your Facebook friends or Google+ circles. For this purpose adopt crystal-clear communication objectives and clear positioning statements. In both the cases, the promotional requirements are different. Market share is tracked through parameters including overall market share, segment share, relative share, annual fluctuation rate of market share, and the specific market sharing of customers. Carefully linked messages help buyers by giving timely reminders, special offers and updated information which, when presented in a planned manner, help them (buyers) move comfortably through the various stages of their buying process. How shall these efforts be funded? The topic of this article: IMC Meaning, Definition, Components, and its Process. Again, Salman Khan was almost on all the channels to promote his film. For the effective IMC, an organisation must build relationship with customers. Our mission is to provide an online platform to help students to discuss anything and everything about Economics. Now it is seen more as a conversation between marketers and customers. Once strategies have been implemented, they are not changed unless major new events occur. Key ratios include gross contribution to net profit, gross profit to return on investment, and net contribution to profit on sales. Inquiry Success for Students. Practice of marketing communication involves the use of formal/explicit ways of communication.