Integrated Marketing Communication Mix

Integrated Marketing Communications (IMC) is a process under which a company integrates and coordinates all its communications channels to deliver a clear and consistent message. The main aim of IMC is to ensure two things, which are, firstly the consistency of the message that they want to deliver and secondly the complementary use of media. In the IMC process, all the marketing tools, approaches and resources available within a company are used in a way that results in maximum profits and minimum cost.

The 8 majorly used IMC tools are:

  1. Advertising: This tool of IMC refers to any paid form of non personal promotions of products and services by a public figure and identified sponsor. The various forms of media used are print, broadcast, network, electronic and display. Advertising form of communication reached geographically dispersed consumers.
  2. Sales Promotions: Sales promotions are a variety of short-term incentive to encourage trial or purchase of product or service. This usually includes consumer promotions- such as distribution of free samples, coupons on purchase of higher quantity, discounts and premiums or trade promotions, focusing on retailers, such as display and merchandising allowances, volume discounts, pay for performance incentives and incentives on salespersons.
  3. Personal Selling: This tool of marketing is done through face-to-face interaction with consumers. The whole purpose of personal selling is making presentations, answering questions and taking orders. Personal selling helps in maintaining long term relations with the customer. The main advantage is that the message can be customized as per the needs of the customer.
  4. Public Relations: PR is a two way communication process which is directed towards improving the relationship between the organization and the public. This method of communication monitors the feedback of the customers and adjusts its message for providing maximum benefits to them.
  5. Direct Marketing: This method of communication includes the usage of mail, telephones, fax or internet to communicate with or respond back to the customers or prospects. Companies usually have a database of contact details of consumer through which they directly contact the customers to send catalogues and other marketing material making it easier for the consumer to purchase online.
  6. Events and Experiences: These are the activities sponsored by the company and the programs designed to create brand related interactions with customers. Companies provide customers to get an experience of using the product which eventually ends up leading to a higher brand recall than their competitors. These events and experiences leave the customers heart filled with an emotional touch and memory that they carry along.
  7. Social Media Marketing: This tool of marketing is currently the most common way to attract most audience in the digital era. This basically refers to the process of promoting business or websites through social media platforms. These platforms help companies to get major attention of customers and interact with them.
  8. Mobile Marketing: This form of marketing involves communicating with the customer directly via their mobile devices, by sending simple marketing messages. This method is cheaper than the traditional forms of promotions and is a really streamlined version of online marketing. Advertisements that we see on mobile applications are a common example of mobile marketing.

The bottom line is for a company to be doing well in the market today needs to have a well integrated marketing communication mix.

33 thoughts on “Integrated Marketing Communication Mix”

  1. Hi I am so thrilled I found your website, I really found you by mistake, while I was browsing on Bing for something else, Anyways I am here now and would just like to say thank you for a marvelous post and a all round thrilling blog (I also love the theme/design), I don’t have time to browse it all at the minute but I have saved it and also added your RSS feeds, so when I have time I will be back to read a lot more, Please do keep up the excellent work.|

  2. Hey very cool site!! Guy .. Excellent .. Superb .. I will bookmark your site and take the feeds also? I’m satisfied to search out so many useful info right here in the publish, we need work out extra strategies in this regard, thank you for sharing. . . . . .|

  3. Great blog! Do you have any recommendations for aspiring writers? I’m hoping to start my own blog soon but I’m a little lost on everything. Would you advise starting with a free platform like WordPress or go for a paid option? There are so many choices out there that I’m totally overwhelmed .. Any tips? Kudos!|

  4. Its like you read my mind! You appear to know so much about this, like you wrote the book in it or something. I think that you could do with some pics to drive the message home a bit, but instead of that, this is magnificent blog. A great read. I will definitely be back.|

  5. Hello, i think that i saw you visited my blog so i got here to go back the want?.I’m attempting to to find things to improve my website!I guess its adequate to use some of your ideas!!|

  6. Hi, i think that i saw you visited my site thus i came to “return the favor”.I am attempting to find things to enhance my web site!I suppose its ok to use a few of your ideas!!|

  7. Woah! I’m really loving the template/theme of this blog. It’s simple, yet effective. A lot of times it’s hard to get that “perfect balance” between usability and visual appearance. I must say you’ve done a fantastic job with this. In addition, the blog loads extremely fast for me on Internet explorer. Outstanding Blog!|

  8. I’m really enjoying the design and layout of your website. It’s a very easy on the eyes which makes it much more pleasant for me to come here and visit more often. Did you hire out a designer to create your theme? Fantastic work!|

  9. Good web site! I really love how it is simple on my eyes and the data are well written. I am wondering how I could be notified when a new post has been made. I have subscribed to your RSS feed which must do the trick! Have a great day!

  10. Aw, this was a very nice post. In idea I would like to put in writing like this additionally ? taking time and actual effort to make an excellent article? however what can I say? I procrastinate alot and certainly not appear to get one thing done.

  11. One more important area is that if you are an elderly person, travel insurance pertaining to pensioners is something you should really think about. The elderly you are, greater at risk you will be for allowing something poor happen to you while in most foreign countries. If you are not really covered by several comprehensive insurance policies, you could have several serious complications. Thanks for revealing your advice on this weblog.

  12. I have been browsing on-line more than three hours these days, yet I never discovered any interesting article like yours. It is beautiful price enough for me. Personally, if all web owners and bloggers made good content material as you did, the web shall be much more helpful than ever before.

Leave a Comment

Your email address will not be published. Required fields are marked *