Integrated Marketing Communications

IMC_3

Defining It…

Integrated Marketing Communications utilizes all aspects of marketing, and intertwines those. IMC recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines in advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact. It is the best way to reach all of your audiences — known and unknown.

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Comparing It…

In the past 10 years, Doritos has rolled out the “Crash the Super Bowl” contest, which is basically an ad contest that builds steam year round, where the general public submits user-generated content. The winner wins $1 million dollars, which is pocket change in this realm of advertising. Rather than pay an ad agency to script, shoot, and test out the perfect Super Bowl ad, they asked their fans to do it. Doritos still utilizes other avenues in the way of marketing, but compare a 1970s commercial with a recent finalist entry commercial.

 

 

 

 

Technology Advances…

I am always searching for the latest and greatest product, restaurant, and new local business online, and I’m not the only one. Also, when you do search or purchase something, have you noticed that similar products pop up in your Facebook feed? That always freak me out a little! When I think about it in a business sense, however, it’s genius.

“Integrated marketing communications is a way of looking at the whole marketing process from the view point of the customer.” -Philip Kotler

Thanks to innovative bounds, marketers now rely on technology to communicate with consumers effectively.  Before, there were only a few methods, but nowadays marketers can use social media, mobile, email, and general advertisements on the internet to garner the attention of consumers, and customers can access those devices from anywhere, at anytime.

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Legal, Ethical & Social Issues…

Since there is so much information so quickly through technology, it is somewhat easy to confuse consumers. Some marketers do this by overloading them with technical information, using phrases that sound different from their true meaning and otherwise misleading consumers without telling a lie. For example, businesses that only assemble a few components of a product that is primarily manufactured in another country might advertise the product as “Made in America.” Laws mandating the use of this phrase set parameters for it use, setting strict guidelines as to how much of the product must be made or assembled in the United States to qualify for this distinction. During the 1970s, before consumers had much knowledge of nutrition, Ocean Spray advertised its Cranberry Juice Cocktail as having more “food energy” than orange juice. “Food energy” referred to calories, not nutrients, and the Federal Trade Commission required Ocean Spray to run corrective ads to alert the public to this fact.

No matter what form of marketing we use, we must treat our consumers right. Honesty is the best policy, particularly when you’re dealing with ethical issues in marketing. It is all about communication and relationships — even it is behind a keyboard.

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Summary…

IMC is here to stay. The world of advertising has always been competitive, but creativity is becoming more important in the fight for consumers. Since every business has access to many of the marketing tool — financially and time-wise — it puts everyone on a more level playing field. By utilizing IMC, it will for sure put your business at a huge advantage!

Resources…

Arlington Business Solutions had great information on comparative marketing and the changes in marketing at Arlington Business

Stephen Zoeller wrote a very informative blog on the history of IMC and technological advances at Stephen Zoeller’s Blog

The Small Business Chronical also provided great information on ethics in the IMC at Chronical-Marketing Ethics

Spin Sucks also provided great, common-sense information on the legal and ethical responsibilities at Ethical Issues in Marketing

 

 

 

 

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