Essentials of the Integrated Marketing Communication Process
The American Marketing Association (AMA) addressing marketing professionals defines marketing as “The whole process of planning and executing the conception, prices, promotion and distribution of ideas, services or products to create exchanges that satisfy individual and organisational objectives.”
Effective marketing necessitates that managers recognize the interdependence of those activities as sales and promotion and how you can be combined to develop an advertising program. In marketing, exchange can be a central concept. For exchange to occur there needs to be several parties with something worthwhile to one another, a wish and talent to prevent that something along with other party, and a means to speak with each other.
Marketing facilitates the exchange process and the development of relationships by carefully analyzing the needs and wants of shoppers, developing services or products that satisfies these needs, offering it inside a certain cost, that makes it available using a particular place or funnel of distribution, and developing a program of promotion or communication to create awareness and interest. The primary focus of market driven companies is on developing and sustaining relationships utilizing their customers. It’s introduced to a new concentrate on relationship marketing which involves creating, maintaining and enhancing longterm relationships with individual customers as well as other stakeholders for mutual benefit.
The marketer’s task is always to devise marketing activities and fully integrated marketing activities and assemble fully integrated marketing programs to create, communicate and deliver value for patrons.
Advertising and promotion play a crucial role inside the exchange process by informing consumers from the organisation’s products or services and convincing them of having the ability to fulfill their requirements or wants. The American Association of Advertising Agencies developed concept of Integrated Marketing Communication as “A solid idea of sales and marketing communications planning that recognizes the extra price of a comprehensive plan that evaluates the correct role of numerous communication disciplines – advertising, direct response, sales promotion and pr – and combines these disciplines to provide clearness, consistency, and maximum communications impact.” Integrated Marketing Communication involves coordinating the various marketing elements. Six major marketing tools are advertisement, sales promotion, personal selling, direct marketing, publicity/pr, internet marketing.
The Integrated Marketing Communication approach helps companies find out the best and efficient way of communicating and building relationships utilizing their customers as well as other stakeholders for instance employees, suppliers, investors, interest groups and everybody. Companies send messages to customers as well as other stakeholders through every facet of their marketing mixes, not just promotion. Consumers make inferences of a product according to elements for instance its design, appearance, performance, prices, service support, and where and how it’s distributed. Say for example a expensive may symbolize quality to customers, as may be the shape or type of a product, its packaging, its brand, or perhaps the picture from the shops that’s offered.
The Integrated Marketing Communication approach to sales and marketing communications planning and strategy is being adopted by big and small companies and contains gain recognition among firms marketing consumer products and services additionally to business- to-business marketers. By coordinating their sales and marketing communications efforts, companies can avoid duplication, take full advantage of synergy among marketing tools, and develop more efficient and effective marketing communication programs.
To move to Integrated Marketing Communication also reflects an adaptation by marketers with a altering atmosphere, particularly regarding consumers, technology and media. Major changes have happened among consumers regarding census, lifestyles, media use and getting and shopping patterns. Media strategy involves working out which communication channels will be familiar with supply the message for the audience. Two most critical areas of the advertising program are progression of the information and media strategy. Message development, referred as creative strategy involves working the fundamental appeal and message the advertiser wants to convey for the audience. Once the message and media strategies are actually determined, steps must instantly reach place them into action. Most large companies hire advertising agencies to arrange and provide their messages also to evaluate and purchase the press that will carry their ads. Marketing Communication can inform or show consumers why and just how a product may be used, by what type of person, and where and when. They could learn about who helps to make the product along with what the business and brand indicate and so they will get a reason or reward for trial or usage. Sales and marketing communications allow companies to link their brands with others, places, occasions, brands, encounters, feelings and things.