Historically, advertising messages have been tailored to a group and employ mass media such as radio, television, newspaper, and magazines. Advertising: Any paid form of presenting ideas, goods, or services by an identified sponsor.Seven common methods of marketing communication are described below: Not surprisingly, marketing communication methods evolve over time as new communication tools and capabilities become available to marketers and the people they target. Different methods of marketing communication have distinct advantages and complexities, and it requires skill and experience to deploy them effectively. The promotion mix refers to how marketers combine a range of marketing communication methods to execute their marketing activities. The Promotion Mix: Marketing Communication Methods Integrated marketing communication (IMC) makes this marketing activity more efficient and effective because it relies on multiple communication methods and customer touch points to deliver a consistent message in more ways and in more compelling ways. It aims to deliver a particular message to a specific audience with a targeted purpose of altering perceptions and/or behavior. Effective marketing communication is goal directed, and it is aligned with an organization’s marketing strategy. Note that a central theme of this definition is persuasion: persuading people to believe something, to desire something, and/or to do something. ![]() Integrated marketing communication is the the process of coordinating all this activity across different communication methods. Marketing communication includes all the messages, media, and activities used by an organization to communicate with the market and help persuade target audiences to accept its messages and take action accordingly. The following definition helps to clarify this term: Marketing communication refers to activities deliberately focused on promoting an offering among target audiences. A company that chooses to distribute its products strictly through discount stores sends a distinct message to the market. The price placed on a product communicates something very specific about the product. (Practically every time you “like” a TV show, article, or a meme on Facebook, you are participating in an IMC effort!) What Is Marketing Communication?ĭefining marketing communication is tricky because, in a real sense, everything an organization does has communication potential. As an experienced consumer in the English-speaking world, you have almost certainly been the target of IMC a ctivities. In a nutshell, IMC involves bringing together a variety of different communication tools to deliver a common message and make a desired impact on customers’ perceptions and behavior. In today’s marketing environment, promotion involves integrated marketing communication (IMC). That’s where promotion enters the picture: it does the job of connecting with your target audiences and communicating what you can offer them. Having a great product available to your customers at a great price does absolutely nothing for you if your customers don’t know about it. Integrated Marketing Communication (IMC) Definition IMC: Making an Impact with Marketing Communication
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