Integrated marketing communications



Integrated marketing communications

Introduction

We all know that communication is a strategic tool in any company that wants to be well positioned in the market. This does not mean that communication is the key to success, but it is part of it and of course, no communication today are more easily bound to fail. In fact, through integrated communication we will bring to market the image we want to have our company, which will allow us to position ourselves in an increasingly competitive (Schumacher, 2004). And this is true both for multinational companies to SMEs, many of which fall into the mistake of thinking that communication are only part of big business. The IMC is a functional process, not just a departmental function but must cover the entire organization. The brand is going to connect with consumers through these channels.

Part 1

Advertising

Advertising is a form of communication whose purpose is to fix the attention of a target (consumer, user, etc) to induce the desired behavior: buying a product, an election political figure, encouraging energy conservation, etc (Wang, 2001).

Pros

Advertising wide markets and attracts more customers.

By this we may know our products or services and consolidate in the market.

It is a comprehensive listing allows you to reach large audience.

Multiply sales making it more profitable business.

It is so versatile that we can present it in different media.

By this we can stay in the market and remind our customers with the products we have.

Advertising through customer impact images, captivating and convincing.

Cons

Many advertising confuses the customer, certainly when choosing what you need.

In the case of advertising on billboards, if we place in a strategic place will not give the expected results (Harris, 2003).

We need to make an investment.

As certain media have free access, no publicity that could negatively impact on vulnerable groups such as children as in the case of video games, movies, cigarettes, alcohol, among others.

Sales promotion

Sales promotion is the strategy of marketing is to offer discounts, rebates, free samples, sweepstakes, etc. The tools for sales promotion include:

Discounts (cumulative, non-cumulative)

2 X 1

Awards

Draws

Contests

Coupons

Samples or tastings

Gifts

Loyalty Programs

Pros

You make your product accessible and attractive.

Generates sense of urgency.

Incremental possible sales.

Sense of added value to the consumer.

Cons

It cheapens the product.

You can generate shortage.

It can be complicated to implement.

In some cases, requires government permission.

Direct Marketing

Direct marketing is a business approach that is characterized by a customer without intermediate approach, customized and remotely (Kim, & Schultz, 2004). This must result in rapid and measurable results.

Pros

Location of the action: Direct marketing allows for concentrated action in a specific market or customer.

Customizing the action: It may be "confidential."

Existence of a code of ethics

Interpersonal communication: Assumes personal communication not interfered by any other advertisement.

Cons

Nevertheless, the lack of reliable databases and updated.

Lack of professional seriousness among some companies.

Proliferation of shipments, resulting in "threshold effect" on the part of our target, reaching a saturation level that cripples our commercial ...