Integrated marketing communications is a marketing communication planning process which introduces the concept of comprehensive planning to evaluate the strategic role of the various elements of marketing communications, such as public relations, advertising, direct selling, sales promotion and interactive marketing, to provide clarity, consistency, and the influence of communication maximum. Integrated Marketing Communication (IMC) is often called a process of business strategy in managing relationships with its core consumers to drive brand value.
The History of Integrated Marketing Communications (IMC)
Entering the early 1990s, business activities, especially marketing no longer refers to the traditional marketing strategy, but rather refers to the modern marketing strategy with the concept of 4Ps (Product, Price, Place, Promotion). Occurrences 4P strategy is what marks the emergence of integrated marketing communications, by not only using advertising, but also use the Public Relations (PR).
The goal of Integrated Marketing Communications
The goal of IMC is to influence society with elements of promotion to the level of cognition, affeksi, and konasi. Used promotional elements consisting of soft sell and hard sell.
Soft sell in the form of advertising, public relations, CSR, interactive marketing which aims to influence the consumer to the level of cognition and affeksi. Meanwhile, hardsell form of personal selling, direct marketing, sales promotion to influence consumers to konasi level.
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