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