Marketing Communications Essay Example | Topics and Well Written Essays - 2250 words

Marketing Communications - Essay ExampleIMC campaigns became the business necessity to keep their customers loyal and committed to their products in global competitive environment. This paper deals with the picture case studies of three different organizations from the same industry, on apply of IMC campaigns, their selected target markets, campaign ideas, tools, themes and comparison of the three companies. The whole essay clarifies the fancy of integrated merchandise communication tools and objectives of their use. With a clear fantasy and implementation success of Integrated Marketing Communication tools, certain recommendations argon made for the better future use of integrated selling campaigns. The whole paper also addressed the ch every(prenominal)enges of Integrated Marketing Communication approaches. Integrated merchandise communication With the advent of globalization in business world, businesses need to survive by following a head to head competition, customer loya lty and retention. There came the concept of using all marketing tools together to get maximum benefit and an edge over competitors. This marketing technique is known as integrated marketing communication. This is a management concept that puts all the marketing communications under one head. Integrated marketing communication works as a unified force to accomplish all the marketing management goals of organization. This concept creates a link among all the forms of marketing through synergistic effect it provides. Many marketplace trends gave emergence to integrated marketing communication. Customers attitude is changing with increase in number of advertisement messages, media fragmentation, audience fragmentation, mergers of marketing agencies, global marketing, follower products, competition of ad agencies decrease in cost of database management and maintenance of customer relationship. (Thorson, Moore, 1996) Integrated marketing communication process is not a very old concept bu t getting popularity in the upcoming trends of business needs of maintaining competitive edge. In todays environment integrated marketing communication is leading old techniques of communicating with consumers and customers. In near future, IMC campaigns and tools will become the success factors of businesses and their business need. Different IMC approaches There are five different and common and frequently used tools of IMC Advertising, Sales promotions, open relations, direct marketing and Personal selling (Kym Gordon Moore, 2009) Sometimes organizations focus on some of them and integrate with each other to get better results in unanimity with the organizations campaign objectives and organizations resources. Theses all tools are commonly used for marketing purposes. But under integrated marketing communication, these tools are used as a unified force with bigger impact. Selected IMC approaches case studies Integrated marketing communication is a simple but vast concept of man agement and communication. Three IMC campaigns are selected for a detailed analysis of efficiency in use, similarities in objectives, difference in approaches, ideas,