the term integrated marketing communications means

IMC is designed to leverage the intrinsic strengths of each discipline to achieve greater impact in concert than can be achieved individually. The concept of integrated marketing communication (IMC) was introduced in the 1980s (Schultz and Schultz, p. 19) and has since changed the way communicators and marketers interact and conduct business. In other words, the different mediums the company adopts to exchange the information about their goods and services to the customers is termed as Marketing … Alexandria, VA 22314 • Note that a central theme of this definition is persuasion: persuading people to believe something, to desire something, and/or to do something. Adding to this confusion are the many communication monikers, including: While some of these areas are specialties under the “communication” umbrella, most are considered general terms to describe the process of influencing, persuading, engaging and educating audiences about a particular client, issue or brand. Leigh Dow concurs. +1 212.768.7277, Legislative and Government Affairs Coalitions, Respecting Consumer Marketing Preferences. What Can I Do With a Degree in Strategic Communication? Integrated marketing communication refers to integrating all the methods of brand promotion to promote a particular product or service among target customers. How to say integrated marketing communications in sign language? It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer. What is Integrated Marketing Communications (contemporary definition) -ongoing process of coordinating various parts of the promotional mix that communicate with a firm's customers -Advertising - communicates the brand idenity and equity The practice of professional communication has become highly complex, not only because of technology, social media, and the need to connect with global audiences, but also because “communication” means different things to different audiences. A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. And that means re-engineering processes, investing in new technology, and creating entirely new, integrated strategies. Promotions has its own mix of communications tools. Integrated Marketing Communications (IMC) blends various promotional tools and communications/marketing/advertising services and techniques to maximize profit. Its objective is to complement and reinforce the market impact of each method, and to employ the market data generated by these efforts in product development, pricing, distribution, customer service, etc. All of these communications tools work better if they work together in harmony rather than in isolation. That is, PR develops an organization’s key messages and then oversees the other IMC areas to ensure message authenticity, consistency and truthfulness across all communication platforms (e.g. The American Marketing Association defines IMC as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” It’s making sure that you are being consistent in your marketing both online and offline. The Promotion variable in the marketing mix (4P¹s) that blends the communications Methods using consistent, meaningful and credible Messages, directed at selected targeted Markets with targeted Media using the least amount of Money necessary to accomplish the marketing communications Mission in a Measurable way in order to achieve the overall marketing objective(s). The program can be completed in just 20 months and covers numerous topics critical for advancement in the communication industry, including crisis communication, social media engagement, focus group planning and implementation, survey design and survey analysis, public relations theory, professional writing, and communication ethics. | Learn More Debra Davenport, PhD is a member of the online faculty of Purdue’s online Master of Science in Communication degree program. It’s important to note, however, that because PR is considered the “ethical compass” of the organization, it serves as the foundation upon which all other IMC elements are created, and it serves in a bit of a stand-alone capacity. It inherently provides multiplied benefits that include a synchronized brand voice and experience, cost efficiencies generated through creative and production, opportunities for added value and bonus which cumulatively produce extraordinary brand equity and ROI. It ensures that all forms of communications and messages are carefully linked together. tions. The Integrated marketing helps by optimizing the spend whether online or offline and putting the right number of dollars towards the most effective approach. The terms, “public relations” and “strategic communications,” are now frequently interchanged. Find out more about what you can do with a MS in Communication from Purdue University. Key to this is using the 7 M¹s to develop your MARCOM strategy: Want to dive deeper into Integrated Marketing? | Copyright © 2020 Kaplan Higher Education | Integrated marketing is a strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing. The American Marketing Association defines IMC as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”, “Public Relations (PR) used to be the people who wrote press releases and distributed them, or pitches to the media,” says communication executive, Leigh Dow, of 48 West Group in Phoenix. Integrated marketing is about message and content consistency across channels. There are coun… When a customer clicks through an e-mail and lands on your home page, or receives an offer in the mail and calls customer service to inquire further, he/she expects a seamless experience….Integrated marketing requires a unified approach to marketing and sales.