IMC

Internet-An Effective Integrated Marketing Communication Tool



Table of Contents

Introduction1

Literature Review3

Case Study of Selected Brand5

Target Market6

Communications Process and Vehicles for Customers7

Discussion9

Evaluation of IMC9

Barriers to IMC on Internet10

Improve the Effectiveness of IMC on Internet10

Conclusion11

References13

Internet-An Effective Integrated Marketing Communication Tool

Introduction

Integrated marketing communications is a process that is based on knowledge of the consumer (purchasing process, consumer media, and others) to find the optimum modes of coordinated use of different contact points with consumers. As part of integrated marketing communications, it abolishes the traditional organizational boundaries and Budget. An integrated communications approach goes beyond the 360° communication and requires a questioning of modes with delivery agencies. The need for integrated marketing communications has emerged with the development of the Internet in communication because the medium has gone beyond the traditional boundaries of marketing through various fields (Biderman 2009: 31).

Marketers have a variety of promotional tools at the disposal. To make effective use of them, personal selling, advertising and other promotional activities of a company must be a coordinated for promotional programs within their overall marketing plan, i.e. the elements, which include the promotion are a part of an effort Integrated Marketing Communication (IMC), a strategic process used to plan, create, execute and evaluate coordinated communication with the customers of an organization. IMC begins with strategic planning efforts designed to coordinate promotion with product planning, allocation and distribution prices, which are the other elements of the marketing mix (Cornelissen et al. 2000: 235).

The IMC approach takes the position that a customer or prospect is exposed to many fragments or small pieces of information about a company or brand. These sources include personal experiences, opinions of others and comparisons made by competitors in their advertising. Based on this information, the individual makes an evaluation and a trial of the company's offerings.

The use of methods for promoting IMC through Internet is reflected in the way managers think about the information needs of the recipients of the message (Fitzgerald et al. 2000: 47). Organizations that have adopted a philosophy of IMC on Internet tends to share several characteristics. Some of them are listed below (Hartley et al. 1999: 99):

Awareness of information for the target audience and their media habits and preferences.

Understanding what the audience knows and believes is related to the desired response.

Using a mix of promotional tools, each with objectives, but all linked to a common goal.

A promotional work where personal selling, advertising, sales promotion and public relations are coordinated to deliver a consistent message.

IMC covers the entire promotional program. In developing integrated communications on Internet, company coordinates advertising, personal selling, promotion, public relations and direct marketing to achieve objectives. An IMC program can incorporate several different promotional companies, some of which may even be carried out concurrently. Depending on the objectives and available funds, a company can undertake programs simultaneously local, regional, national and international; indeed, it may have a consumer driven company and other wholesalers and retailers.

Literature Review

The integrated marketing communication is a recent concept, which implicitly includes ...