Imc Theory

797 Words4 Pages
Furthermore, the unknown thing about this topic is the lack of unification of the theorists at one theory. It is still not clear as to what is IMC in one simple statement. It is as confusing and complicated as the definition of theory itself is (Pawlik and Rosenzweig). Hence, this is also one of the unknowns of the theory of IMC. In addition to this, the importance of IMC for companies is still unknown. This can be seen from the fact that company which are not making use of integration of their marketing activities are still able to prosper. Let’s consider the example of PepsiCo and Coca Cola. Coca Cola has made sure that all its marketing campaigns show the same message about the company and help the consumers relate…show more content…
Companies which were merely using older mediums found a decrease in their profits and sales and hence, had to expand their marketing activities. This fragmentation of the market communication channels and the methods used by people to communicate paved the way to the development of this term of IMC. Another important aspect about this theory is that cultural changes impact its implementation. As has been mentioned in the articles presented above, different companies operating in different cultural environments have different acceptance rate of methods of IMC. This can be understood from the fact that IMC may be accepted by companies but it is not possible to implement it effectively across all the subsidiaries of the company. Marketing activities need to be adjusted according to the area in which the company operates. One standardized message is not possible to be communicated across the…show more content…
Another important known factor about IMC is that companies need to have a sound budget for IMC implementation. It takes a lot funds to make sure the company is coming up with a marketing message which is uniform across all levels and scales. Companies fail in the implementation of IMC when they fail to analyze the importance of funds for its implementation. Most of the time companies run out of funds which force them to go back on their older marketing methods which are no longer acceptable. In addition to this, this leaves a very bad impact on the company’s image in the market as the company falls back on its older system of marketing and promotion. Furthermore, companies need to realize the importance of upgrading the technology they have before implementing IMC methods. Without proper technology in place, companies usually fail in proper implementation of this theory. The importance of this can be seen from the fact that if the social media marketing team does not have proper access to internet, they will not be able to respond to the customer on time which will impact the company’s activities negatively. Hence, all the above mentioned facts form the known facts about the theory under
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