IMC= Integrated marketing communications Flashcards
(17 cards)
Before
there were different elements in advertising, PR, sales promotions
Now
Communication flow is altogether, so the way the customer sees it, its a logical message
Above the line communication
Mass, general communication
for example= billboard, tv, radio
below the line communication
personal communication
SO IMC MEANS
every channel that is used to communicate the mess to the Customer is now under 1 same umbrella to make it smooth
for example= you see a promotion online and go to the reseller and bam there it is, a campaign message is the same on radio and tv
by applying IMC =
Synergetic effect between tools and instruments
for example = direct mail works better when part of a wider awareness campaign
PR and sponsorship can have a synergetic and positive influence on your image
website and social media traffic is greater when mass media ads like radio or tv refer to it
it is far easier for sales reps when the product/company they represent is well known through sponsorship/advertising
Communication process
Message(media) -> decode -> receiver ->response -> feedback <-sender -> encoding -> back to message
Noise going everywhere
What is noise
everything that disturbs to process
main reasons for IMC
Fragments of media
need to have more ROI
Low level of brand differentiation
target group overlap
technical developments
fragments of media (clutter)
the different media reinforce eachother instead of harming eachother
Low level of brand differentiation
helps you to create a stronger image
target group overlap
all different target groups get different communication, but the story of the company needs to be the same for everyone
technical developments
social media, mobile marketing, through the line
through the line advertising
It means using both broad and focused advertising together to reach as many people as possible and connect directly with specific customers.
Barriers to integrated communication
functional specialisation in communication agencies
functional specialization in companies
lack of internal communications
perceived complexity of planning and coordination
Functional specialization in communication agencies
all different agencies need to work together. Solutions would be to have a broader agency but then quality lessens. You choose what works best for you.
example: (in a smaller company an integrated agency might be better, in bigger (coca-cola) you can afford several & make them work together)
functional specialisation in companies
communication is divided to be more effective but then the budget needs to be divided too (ego problems)
