Integrated Marketing Communication (IMC) For Maintaining the Brand Image

Definition of Integrated Marketing Communication (IMC): -

Integrated Marketing Communication is the process of application of constant communication and messaging pertaining to brand awareness using the traditional marketing techniques as well as the modernized methods. These are very effective methods for achieving the target objectives of each marketing campaign via strong co-ordination and network channels.

The integrated marketing communications understands the needs of a comprehensive marketing plan that can scrutinize the basic roles of public relation, selling and promotional activities, advertising, and integrates them for transparency, consistency as well as maximizing the impact of communications.

Textbooks on Integrated Marketing Communication (IMC): -

Some of the textbooks on Integrated Marketing Communication are as follows:

• Strategies for Implementing Integrated Marketing Communication, Percy Larry, 1997.
• Multidimensional perspective on integrated marketing communication facilitated by consumer based interaction, Haurum, Helle, 2010.

Examples of Integrated Marketing Communication (IMC): -

Example 1:

When a consumer is thinking to buy a new product or avail a service, they often browse through the internet, to avail more information and review about the respective products and services. What they find in Google, Bing and other search engines, news websites or other review pages, present all the detailed information related to the brand or services in a collected form. This browsing experience often influences the decision of a buyer, and his behavior and attitude towards the brand.  Thus, it is ideally recommended that the marketers must ensure that their brand or service is presented before their competitors, and there is sufficient information to develop a positive impression among the target consumer groups.  

Example 2:

These days the gap between a business organization, its suppliers, and end users has become much more complicated in nature. For example, the virtual store of Apple Corporation Inc., presents several apps and softwares, along with customer reviews, feedbacks or ratings. In Google, information pertaining to all the aspects of a company may be presented altogether!

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