Prospects & Future of Integrated Marketing Communication Techniques in Global Marketing Services
Prospects & Future of Integrated Marketing Communication Techniques in Global Marketing Services
Prospects & Future of Integrated Marketing Communication Techniques in Global Marketing Services
1
www.aeph.in
Journal of Exclusive Management Science May 2016 - Vol 5 Issue 5 ISSN 2277-5684
Components of integrated marketing communication
1) Sales Promotion
2) Advertising
3) Direct Marketing
4) Public Relation
5) Sales Force
Sales Promotion:
In the case of services, the sales promotion techniques, which are used, are varied
and varies in number. In services, sales promotion techniques are used to offset there
perish ability characteristic for e.g. family discount offered by hotel in off season in which
two children under twelve are allowed free of charge and to overcome the problem faced by
customer in evaluating and judging the quality before making the purchase.
Advertising:
Advertising is the art of influencing human action, awakening of the desire to
possess product. It is a mass persuasion and it is any form of publicity given to product or
service at the expense of the person who wants such publicity for bringing his product and
service to the notice of the general public. The real objective of advertising is effective
communication between producer and consumer.
Direct Marketing:
Without using marketing middlemen selling goods to consumers is called direct
marketing. Direct marketing includes telemarketing, E-mail, catalogues, interaction ect.
Now many direct marketers use direct marketing to build a long-term relationship with the
customer, i.e. Relationship marketing marketer sends birthday card, small gifts,
information materials, etc.
Public Relations:
Public relation (PR) involves a variety of programs designed to promote a company's
image or its individual products. Most companies have public relation department that
monitors the attitudes of the public towards the organization and distributes the
information and communication to build goodwill.
Sales Force:
Companies spend huge amounts on business and sales force promotion tools. These
tools are used to gather business leads, impress and reward customers, and motivate the
sales force to achieve greater heights through increased efforts.
Role of IMC branding
One of the major reasons for the growing importance of integrated marketing
communication over the past decade is that it plays a major role in process of developing
and sustaining brand identity and equity.
Brand identity is a combination of many factors, including the name, logo, symbols,
design, packaging, and performance of a product or service as well as the image or type of
association that come to mind when customer think about a brand. It is the some of all
points of encounter or contact that consumer has with the brand, and it extends beyond
the experience or outcome of using it. These contacts can also result from various forms of
integrated marketing communication activities used by a company, includes mass-media
advertising, sales promotion offers, sponsorship activities at sporting or entertainment
events Internet and direct-mail, brochures, or videos.
Marketing recognize that in the modem world of marketing there are many different
opportunities and methods for contacting current and prospective customer to provide
them with information about a company and brands. A successful IMC program requires
2
www.aeph.in
Journal of Exclusive Management Science May 2016 - Vol 5 Issue 5 ISSN 2277-5684
that marketers find the right combination of communication tools and techniques, define
their role and the extent to which they can or should be used, and coordinate their use.
Process of Integrated marketing communication (IM C):
Integrate Marketing Communication basically involves market segmentation. Hence
the Integrate Marketing Communication process means actually the process of market
segmentation.
Market segmentation:
A 'Marketing segment' is a meaningful buyer group having similar wants.
Segmentation is a customer oriented marketing strategy. Market segmentations gives
formal recognition to the facts that wants and desires of consumer are diverse and so there
is possibility of formulating of a specific market offering to a specific category or segment of
the market. So that supply will have the best correlation with demand.
Varied complex buyer behavior is the root cause of market segmentation.
The Evolution of IMC
During the 1980s many companies came to see the need for more of strategic
integration of their promotional tools these firms began moving toward the process of
integrated marketing communications which involves coordinating the various promotional
elements and other marketing activities that communicate with a firms customers. As
marketers embraced the concept of integrated marketing communications they began
asking their ad agencies to coordinate the use of variety of promotional tools rather than
relying primarily on media advertising agencies and use other types of promotional
specialists to develop and implement various components of their promotional plans.
Many agencies responded to the call for synergy among the promotional tools by
acquiring PR (public relation), sales promotion, and direct-marketing companies and
touting themselves as IMC agencies that offer one-stop shopping for all their clients'
promotional needs. Some agencies became involved in these non-advertising areas to gain
control over their clients' promotional programs and budgets and struggled to offer any real
value beyond creating advertising. However, the advertising industry soon recognized that
IMC was more than just a fad. Terms such as new advertising, orchestration, and seamless
communication were used to describe the concept of integration. A task force from the
American Association of Advertising Agencies developed one of the first definitions of
integrated marketing communications.
Reasons for growing importance of IMC
The move toward integrated marketing communication is one of the most
significant marketing developments that occurred during the 1990s, and the shift towards
this approach is continuing as we begin the new century. Both large and small companies
are adopting the IMC approach to marketing communication planning and strategy and his
become popular among firms marketing consumer product and services as well as business
to- business marketers. There are a number of reasons are that they understand the
value of strategically integrating the various communication functions rather than having
them operate autonomously.
The move to integrated marketing communications also reflects an adaptation by
marketers to a changing environment, particularly with respect to consumer, technology,
and media.
3
www.aeph.in
Journal of Exclusive Management Science May 2016 - Vol 5 Issue 5 ISSN 2277-5684
Tools for IMC
IMC
Advertising
Direct
Internet
Sales
Public
Personal
Marketing
Marketing
Promotion
Relation
Selling
Advertising:
Advertising is defined as any paid form of non personal communication about an
organization, product, service, or idea by any identified sponsor. Advertising is the best
known and most widely discussed form of promotional tool, particularly for companies
whose products and services are targeted at mass consumer markets.
Direct Marketing
In which organization communicate directly with target customer to generate a response
and a transaction. Direct marketing tools and companies that distribute their products
through traditional distribution channels or have their own sales force are also using
techniques.
Internet Marketing
While the Internet is changing the ways companies design and Implements their entire
business and marketing strategies, it is also affecting their marketing communication
programs. Thousands of companies, ranging from large multinational corporations to small
local firms, have develop websites to promote their products and services, by providing
current and potential customers with information, as well as to entertain and interact with
consumers.
Sales Promotion
Sales promotion is generally broken into two major categories: consumer-oriented and
trade-oriented activities. Consumer-oriented sales promotion is targeted to the ultimate
user of a product or service and includes couponing, sampling, premiums, rebates,
contests, sweepstakes, and various points of purchase materials. Trade-oriented sales
promotion is targeted toward marketing intermediaries such as wholesalers, distributors,
and retailer.
Public Relation
It is important to recognize the distinction between publicity and public relation. When an
organization systematically plans and distributes information in an attempt to control and
manage its image and the nature of the publicity it receives, it is really engaging in a
function known as public relation.
Personal Selling
The final element of an organizations promotional mix is personal selling, a firm of
person-to-person communication in which a seller attempts to assist and persuade
prospective buyer to purchase the company's product or service or to act on an idea. Unlike
advertising, personal selling involves direct contact between buyer and seller, either face-toface or through some form of telecommunications such as telephone sales.
Developing the Integrated Marketing Communication Program
Developing the IMC program is generally the most involved and detailed step of the
promotional planning process, each promotional mix element has certain advantages and
limitations. At this stage of the planning process, decisions have to be made regarding the
role and important of each element and their coordination with one another.
For example, the advertising program will have its own set of objectives, usually
involving the communication of some massage or appeal to a target audience. A budget will
4
www.aeph.in
Journal of Exclusive Management Science May 2016 - Vol 5 Issue 5 ISSN 2277-5684
be determined, providing the advertising manager and the agency with some idea of how
much money is available for developing the ad campaign and purchasing media to
disseminate the ad message.
The Integrated Marketing Communication Process
Integrated Marketing Communication Process
Advertiser
Advertising
Media
(Client)
Agency
Organizations
Marketing Communication
Sales Promotion Agencies
Collateral
Services
Journal of Exclusive Management Science May 2016 - Vol 5 Issue 5 ISSN 2277-5684
products and services can be advertised in a similar fashion all over the world. Many
companies are recognizing that the most global segment of all is the youth of the world as
they amazing similarities in tastes, interests, languages, and attitudes.
The same trend that exists among advertising agencies in the united state aloe
occurs in the international arena. Instead of being called IMC, however, it is known as
GIMC, or a globally integrated marketing communication program. The goal is still the same
- to coordinate marketing efforts. The challenges are greater due to large national and
cultural differences in target markets.
In the past, marketers could employ to different strategic for global companies. One
was to standardize the product and massage across countries. The goal this approach was
generating economies of scale in production while creating global product using then same
promotional theme.
The second approach to global marketing was called adaptation. Product and
marketing massages were designed for and adapted to individual countries. Thus the
manner in which a product was marketed in France was different they in Italy, India, or
Australia.
Conclusion
Integrate marketing communication takes advantages of the effective management of the
communicational channel. Within the marketing mix of product, price, distribution
systems, and promotion firms that speak with and clear voice is table to coordinate and
integrate all marketing tools. The goal is to have a strong positive impact on consumers,
businesses, and other end users.
From the development of a marketing plan, the IMC program expand to include
ethics and social issue; a promotional analysis program; brand and firm image
management; understanding of customer and business to business buyer behaviors; other
traditional marketing activities such as trade promotion, consumer promotion, and
personal selling, as well as tactical promotion; and the completion of the evaluation
process, which begin the planning process again.
An additional challenge is the decline in effectiveness of mass media advertising.
IMC helps camp any leaders find new ways to contact consumers with a unified message.
When a firm is involved in an international setting, a GIMC, or globally integrated
marketing communication system, can be at great value.
Bibliography
* Integrated Advertising, Promotion and Marketing Communication
- Kenneth E. Clow and Donald Baack.
* Advertising and Promotional
An Integrated Marketing Communications Perspective
Sixth Edition, George E. Belch and Michale A. Belch
6
www.aeph.in