IMC

Discuss the concept of interconnected Marketing Communications.

Why is it so authorised to marketers? Where has Integrated Marketing Communications come from? The fact that Integrated Marketing Communications (IMC) does take place is unquestionable unless the degree of integration is often questionable (Hartley and Pickerton 1999) In todays world, flowerpot marketing is giving route to micro marketing, the one-product fits all concepts like a shot fits fewer and fewer. Even niche marketing is giving way to one-to-one marketing, tailoring a product or gain to the needs of a single customer (Skolnik, 2001). This movement outside from traditional promotional format has led to organisations marketing on several fronts. In their efforts to communicate with more fragmented and various(a) target segments, marketers are employing a richer variety of more think promotional tools (Kotler and Armstrong, 1997). As organisations speak to consumers with an increasing number of voices, the communicate or messages being communicated becomes harder to understand and recall. Kotler et al (1996) suggest that confabulation goes beyond specific promotion tools, the products design, its price, the shape and colour of its case and the stores that sell it - all communicate something to buyers. It has therefore become increasingly necessary for organisations to communicate with the consumer in, as Beard (1997) puts it, one-voice.



Strategic synergism between mass advertising, sales promotion, public relations, internet, relationship marketing, sponsorship and the other marketing communication tools can break through the patchwork with more impact, and also your customers expectations will be consistently met in a more cost effective manner (Skolnik 2001). This calculated synergy of communication has increasingly become known as Integrated Marketing Communications.

Why it has become so distinguished to marketers Cornelissen (2001) argues that IMC is the rational evolution from mass-marketing media advertising towards target marketing. In his soak up IMC is seen as a logical and historical progression into...

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