Did you know?
The development of IMC goes back in early 1980s when many Americans advertising agencies started to feel threatened by their clients’ attempt to save money through direct media buying and support and creative boutique operations. The preference of many advertisers to shift money from advertising to more immediate and effective aspect of marketing. These developments reached its peak towards the early part of 1990s when advertising agencies started to offer more than their traditional functions of just producing and placing advertising in the media. The advertising agencies then saw that their survival in the turbulent decade of the 1980s depended on providing integrated strategies.
The Integrated Marketing Communication (IMC) approach believes that a company must leave no chance for error, no patience for miscommunication, and no time for confusion. (Picton and Broderick, 2005 cited in Joseph 2009). The IMC approach placed much premium on the consistency of messages, that by this, it posits that communications effort of a company through its different products must project a unified voice. Business (companies) must be able to deliver the right message in the right medium to bring out the right results. (Schultz and Kitchen, 1997 as cited in Joseph 2009). CU03GP0024 – Kehinde Oladele Joseph ICM T6 BLOG.pdf
IMC emerged as a natural evolution in marketing communications, which brought about drastic changes in the following three main areas. These according to Kliatchko (2005) as cited in Joseph 2009) are: market place, media and communications and consumers. These changes have been driven primarily by advances in information technology, and have caused a major shift from the mass marketing; product centred theories of marketing popularized to the more customer-centric database driven, interactive and measurable approaches of Integrated Marketing Communications (Schultz, 2003b). Schultz and Kitchen, (2000a) cited in Joseph 2009) states that four elements drive the changes in today’s market place and, therefore, the practice of marketing and marketing communications – digitalization information technology, intellectual property and communication systems.
With IMC’s evolvement, It’s has become a growing concern every time Organizations coordinate its marketing communications strategies in order to deliver a clear, consistent, credible and competitive message about the organization and its product. Marketing communications is innovative and creative and practitioners are inappropriately combining, coordinating and efficiently using marketing communication tools which will have great impact on their organizations products/services and by extension, on such products’ market share. Little did we know, this poses serious challenges to competing companies across markets locally and internationally. Effective marketing communications should therefore be an integral part of every efficient and result driven organization.
Advertising is one of the most effective Marketing Communications. This has been one of the most effective primary means in which companies communicates its products, brands and position in the market to its customers, although this marketing mix is very crucial in marketing, advertising is the most direct communication link with television commercials as this is the most fun part with TV commercials and print ads in magazines, billboards and online banners.
However, this is not just it, most companies nowadays are advertising their brands in almost everything they do such as event sponsorship, the packaging enclosing the products, the price points for their products to name a few. This is referred to as by the many advertising gurus as the Integrated Marketing Communications (Iacobucci (2013) p. 144-145)
Iacobucci (2013) also stresses the significance to know the concepts of advertising communication messages to meet marketing and corporate goals.
- Advertising needs to be rational with two sided arguments with products demos and dramas
- Emotional advertisements must include humorous and fear portraying inducing, appeals, image and endorsement.
Advertising should also be tested against corporate strategic goals of the ad campaigns and such assessment should include:
- Memory tests – recall and recognition
- Attitudinal tests -enhancement of the favorability of the product and brand
- Behavioural measures- purchasing the brands or generating a positive word of mouth
Now that you know, check out these useful steps, reference check clips and articles for a more successful marketing communications which companies and organizations find very useful. http://smallbusiness.chron.com/5-common-advertising-techniques-15273.html
Joseph, K, O, (2009) Integrated Marketing Communications and Consumers patronage of Nigerian Beverage Products.
Iacobucci, D, 2013, Marketing Management, (MM), 4th Edition, South Western, Cengage Learning, Mason OH, 2014
Prepared by: Jacinta Tupuola