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Using Integrated Marketing Communications Essay

623 words - 3 pages

Integrated marketing communications (IMC) is a concept that was designed to make all aspects of marketing communication work together as a unified force, rather than individually.
Using both Advertising and Public Relations helps create consistent brand guidelines and esteem that is clear and efficient to the brand. It can be delivered across traditional and non-traditional media platforms thus working for the overall good of the company. Nowadays advertising companies and PR work so closely together many departments are housed under one roof.

The key element for basic marketing strategy is integration in which elements of the campaign must work together in a planned approach. Integration is a way to develop campaigns that maximize consistency among the philosophy of all brand messages. Overall total brand communication is a consistent vision for the life of the brand and total communication is defined as everything that communicates within a campaign. The messages are delivered by elements of the marketing mix and brand experience to create a 360 degree of communication. An IMC strategy includes public relations and media planning with creative elements involved.

A few components that can be apart of an integrated marketing campaign are advertising, promotion, public relations, internet marketing, social media, and direct marketing (imc tool). These components all have to work together, yet stand alone as individual selling tools (imc tool). IMC is the most effective form to send messages because of continuity. Continuity within a campaign means representation of various components through commonality that the reader or viewer should perceive a common unified message (IMC). In order to create an effective campaign, two dimensions are needed extending and repeatability (IMC). Extending the creative strategy across various mediums and repeating that strategy within each medium creates effective messaging (IMC).

Particularly, in today’s digital environment technology can enhance marketing communication strategies, that is, both traditional...

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