·        What is Integrated Marketing Communication?

Integrated Marketing Communications is a concept that ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC’s means integrating all the promotional tools, so that they work together in harmony. Promotion is one of the Ps in the marketing mix. Promotion has its own mix of communications tools.

All of these communications tools work better if they work together in harmony rather than in isolation. Their sum is greater than their parts providing they speak consistently with one voice all the time. This is enhanced when integration goes beyond just the basic communications tools. There are other levels of integration, they are; Horizontal, Data, Vertical, Internal and External. Here is how they help to strengthen Integrated Communications.

Horizontal Integration occurs across the marketing mix and across business functions. For example, production, finance, distribution and communications should work together and be conscious that their decisions and actions send messages to customers.

While different departments such as sales, direct mail and advertising can help each other through Data Integration. This requires a marketing information system which collects and shares relevant data across different departments.

Vertical Integration means marketing and communications objectives must support the higher level corporate objectives and corporate missions.

Meanwhile Internal Integration requires internal marketing, keeping all staff informed and motivated about any new developments from new advertisements, to new corporate identities, new service standards, new strategic partners and so on.

External Integration also requires external partners such as advertising and PR agencies to work closely together to deliver an integrated message.  A management concept that is designed to make all aspects of marketing communication such as; advertising, public relations and direct marketing work that comes together as a unified force. (MMC Learning 1996-2009)

 

·        A company’s marketing communication depends on the choice of variables in the promotion mix. Discuss.

  A company’s marketing communications depends on the choice of variables in the promotion mix. These involve the forms of IMC’s. They are; Public Relations, Advertising, Sales promotion and Personal selling.

Advertising is a public promotion of something such as a product, service, business or event in order to attract or increase interest in it. In this, time and space is paid for in media not owned by advertising companies. Advertising persuades, complete, informs and creates awareness.   

Public Relations is also the distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and corporation between an organization and its publics; it involves the management of problems, helps management to keep informed on and responsive to public opinions; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change; serving as an early warning system to help anticipate trends; and uses research and ethical communication techniques as its principal tools. (Harlow 1976).

Sales Promotion on the other hand includes several communications activities that attempt to provide, added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes. Sales promotion is needed to attract new customers, to hold present customers, to counteract competition, and to take advantage of opportunities that are revealed by market research. It is made up of activities, both outside and inside activities, to enhance company sales. Outside sales promotion activities include advertising, publicity, public relations activities, and special sales events. Inside sales promotion activities includes window displays, product and promotional material display and promotional programs such as premium awards and contests.

Personal selling is where businesses use people (the “sales force”) to sell the product after meeting face-to-face with the customer.  The sellers promote the product through their attitude, appearance and specialist product knowledge.  They aim to inform and encourage the customer to buy, or at least trial the product. A good example of personal selling is found in department stores on the perfume and cosmetic counters.  A customer can get advice on how to apply the product and can try different products.  Products with relatively high prices, or with complex features, are often sold using personal selling.  Great examples include cars, office equipment (e.g. photocopiers) and many products that are sold by businesses to other industrial customers. (Jim Riley September 2012)