Elements and Benefits of Integrated Marketing Communication (IMC)

Integrated Marketing Communications
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Institutional Affiliation
Integrated Marketing Communications
Definition of IMC
Integrated marketing communications plays a crucial role in marketing communications. It is a form of marketing strategy that has been developed in the recent past to meet the increasing demands in marketing owing to increasing market competition (Naik & Peters, 2009). It is characterized by its fusion of both modern and traditional marketing strategies so as to create a reliable, effective tool to enable a company to convey its brands to consumers. It is also an efficient mode of communication; it fusion ensures that its communication incorporates the best modern and traditional methods of communication.
Elements of IMC
IMC involves various elements. Public relation involves using public relations in creating and fostering relations with the general public that is important to a business (Chang, Kannan, & Vijayaraghavan, 2017). It helps in creating a credible reputation and favourable image. Advertising involves paying such channels as newspapers, magazines, radio stations, and television so that they can market the business. Sales promotion entails using other communication elements to ensure that the marketing message keeps the company’s messages cohesive and thus boosting promotion efforts (Varajгo, Trigo, & Soto-Acosta, 2017). On the other hand, direct mail targets a specific audience within defined geographies, thus ensuring marketing efforts are more targeted. Finally, digital marketing and social strategy is a program that is well rounded and uses the power of social and digital media, as well as social branding to enhance marketing. ...