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