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| Integrated Marketing Communication |
This definition
is insinuating the idea that all the relevant tools needed to draw the
attention of the consumer to a particular product or service are employed. These tools are
both online and offline marketing channels which include online marketing,
advertising, public relations, personal selling, sales promotion, and direct selling.
This market concept aims at ensuring
consistency of messages and complains through the use of the media. It is
believed that to keep the loyalty of a customer or consumer, there is need to
use this particular marketing concept.
This is a market concept that I believe
that it always draw the attention of the customer in all aspect due to the use
of both online and offline marketing channels.
Now let us take time to digest the
concept in detail by looking critically at the various forms of the aforementioned
IMC:
Online
Marketing
is one on of the IMC mentioned
earlier on. This is the deliberate effort made in the media to draw the
attention of a group of audience to utilize a product which is under
discussion. For instance, when using “Facebook” especially, one could see a lot
of ads from ‘Tigo’ and firms inducing the users of that online page to switch to their
network or use their product. This is a perfect example being adopted and displayed by many of our
media houses as well; example, myjoyonline.com, radioxyzonline.com, citifmonline.com
and many more.
In addition, advertising is the most glamorous and elaborate of marketing tools.
This is why many but not all organizations spend huge sum of money on
advertising annually. This is via the airtime they buy with the radio and
television stations and the spaces they pay for in the print media. Advertising
is defined as any paid form of non-personal presentation and promotion of
ideas, goods and services via the mass media with an identifiable sponsor. It tries to persuade the customer as well as
the potential customers to be loyal to the organization in question. It is
designed to get someone to do something.
Moreover, Public Relations
is another form of IMC in which the company or organization
manages its reputation. This tool focuses on communication that can
actually
foster goodwill between an organization and its many constituent groups.
the constituents include businesses, individuals in the public domain.
This is done through
the use of various techniques such as press releases, newsletters and
community
activities with the aim of reaching the targeted audiences. As mass
media
becomes clustered with ads and as consumers retain a healthy skepticism
of
advertising, Public relations and communication are being viewed as
important
addition the marketing mix.
Personal
selling
is another form of the IMC used by firms. It is the presentation of information
about a firm’s product or service by one person to another person or to a small group of people. Personal selling can be
distinguished from all forms of promotion in that it is the only one to one
communication that can deliver a completely customized message based on
feedback from the receiver of the message. The various types of personal
selling include order taking, and creative selling. This is why you will see
boys and girls with network card moving around to such for potential customers.
Sales Promotion is another form
of IMC which cannot be overlooked because it plays a pivotal role the market
concept. It is the use of the incentive techniques that create a perception of
greater brand value among consumers, the trade and business buyers. A sales promotion has four types which are consumer
sale promotion, trade promotion, business to business promotion, and sales
person’s promotions.
Sales
promotion may not seem as stylish and sophistication as a mass media
advertising, but expenditure on this tool is impressive. There is a rise in the
use of sale promotion. The enormous amount been spent on various programs make
sales promotion one of the prominent forms of marketing.
The
last form of Integrated Marketing Communication we shall discuss at this moment
is direct marketing. This is an
interactive system of marketing that uses one or more advertising media to
affect a measurable response and or transaction at any location.
Direct
marketing is often used to bring forth a direct reply. A powerful is upon
getting the message, the receiver phone or mail in an order for a product or
service. There is no other form of promotion designed to elicit immediate
action.
In
this modern world, the primary methods of direct marketing are direct mail,
telemarketing, telephone sales solicitation, and direct response advertising in
magazines, newspapers and on television and radio.
Online
ordering through the internet is fast-moving form of direct marketing and has
come to be popularly none as e-commerce because of the totally electronic
communication between buyers and sellers.
References
- Advertising Exellence- Bouve et al(1995)
- Effective public relations. Eight Edition by Scott Cutlip et al
- Integrated Marketing Communications. Second Edition by David Pickton and Amanda Broderic
- www.iust .edu.sy/courses/clow-imc04-im-ol.pdf
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