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A Fortune 500 Company and Their Integrated Marketing Communications (IMC) Tactics

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Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships.

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Regardless of its many advantages, Integrated Marketing Communications, or IMC, has numerous barriers. Notwithstanding the standard imperviousness to change and the unique issues of speaking with a wide assortment of target gatherings of people, there are numerous different hindrances which limit IMC

These include: Functional Silos; Stifled Creativity; Time Scale Conflicts and an absence of Management know-how. Take useful storehouses. Unbending hierarchical structures are swarmed with managers who secure both their financial plans and their energy base. Tragically, some hierarchical structures detach correspondences, information, and even supervisors from each other. For instance the PR sector frequently doesn’t answer to promoting. The business drive seldom meet the publicizing or deals advancement individuals et cetera. And the greater part of this can be exasperated by turf wars or interior power fights where particular managers oppose having some of their choices (and spending plans) decided or even affected by somebody from another department. IMC can confine imagination. Not any more wild and wacky deals advancements unless they fit into the general showcasing interchanges procedure. The delight of uncontrolled inventiveness might be smothered, however the innovative test might be more prominent and at last all the more fulfilling when working inside a more tightly, incorporated, imaginative brief.

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The concept has also been studied in relation to marketing and the implications of the IMC concepts to marketing relationships. The study indicates that implementing an approach that is more humanistic to marketing relationships results in long-lasting interactions between the consumers and the marketers (Kliatchko 2008, p.140). Moreover, the general social nature of the businesses and in particular marketing depends on the relations that the marketers create between them and the consumers

In addition, understanding the role of communications is vital in maintaining the profitable stakeholder’s relationship (Kliatchko 2008, p.140). As indicated, the major areas of study in IMC concern its definitions, understanding theoretical foundations surrounding the concept and perceptions. Besides, the implementation and practice of IMC within the organisations, disagreements, conflicts, as well as the opposing views also emerged as hot topics that have drawn a lot of interests (Cornelissen & Lock 2000, p.84).

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All in all, higher educational institution should focus on using integrated communications that focus on reassuring sense of order in case of disappointed customer by answering to the customers queries using online messages, social media and phone call

Higher educational institution use of online advertisement should seek to make the brand of its products strong through consistent images, relevant, useful messages that seek to help nurture long-term relationships with customers. As a result, the institutions can create customer databases, where it can enhance efficient communication, based on the positive and negative feedbacks, as a way of maintaining its customers’ levels in the competitive higher educational institution industry.

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Cornelissen, J. P. & Lock, A. R. 2000, “Theoretical concept or management fashion? Examining the significance of IMC,” Journal of Advertising Research, vol.40 no.5, pp.77-89.

Fill, C. 1999, Marketing communications: contexts, contents and strategies, Prentice Hall, London.

Kliatchko, J. 2008, “Revisiting the IMC construct”, International Journal of Advertising, pp.133-160.

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