Integrated Marketing Communications
“Critically evaluate the concept of integrated marketing communications (IMC). Include in your discussion the impact of interactive marketing communications and the emerging role of digital media and digital technology.” Submitted By:
Name - Sanchi Tayal
Student ID – 1034761
Course Title – MBA (Marketing)
Lecturer Name – Mr.John Staunton
Subject Title – B9MK106 Integrated Marketing Communications in a Digital Age
Assignment Title – Individual Essay (3000 words)
Table of Contents
1. Executive Summary……………………………………….....................3
2. Concept of Integrated Marketing Communications(IMC)……...............4
• What is Integrated Marketing Communications
• Components of
…show more content…
It guarantees that all forms of communications and messages are prudently linked together. At its most straightforward level, IMC, means assimilating all the advertising tools, so that they work together in agreement. Promotion is one of the Ps in the marketing mix. Promotion has its own mix of communications tools. All of these communications tools work better if they work together in agreement rather than in segregation. Their sum is more than their parts – providing they speak constantly with one voice all the time, every time. This is improved when assimilation goes beyond just the simple communications …show more content…
The old approaches, principles and strategies of marketing and selling a product are no longer effective in today’s world. Innovative techniques and expertise have developed on the surface of the business ground and have become well-known for current marketing policies. One of the fundamental strategies is Integrated Marketing Communications which is presently in practice by all giant multinationals and it’s playing a vigorous role in improving business approach.
• In Marketing Process
The role of IMC is becoming vital due to denationalization, liberalization and globalization of Developing economies. The Worldwide environment is assuming larger importance than the domestic environment of maximum companies.
The prime purpose of IMC is to inform, influence, and prompt the target customers about the exclusive benefits of products and services prevailing in the
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