Integrated Marketing Communications IMC campaign
The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”
The IMC planning process has been compared to composing a musical score. In a piece of music, while every instrument has a specific task, the goal is to have them come together in a way that produces beautiful music. It’s the same in IMC, where advertising might be your violin, social media your piano, public relations your trumpet and so on.
Five major shifts in the worlds of advertising, marketing and media have caused an increased interest in (and need for) IMC. These include:
|A shift From…||To…|
|Traditional Advertising||Digital/Interactive Media|
|Mass Media||Specialized Media|
|Low Agency Accountability||High Agency Accountability|
|Traditional Compensation||Performance-Based Compensation|
|Limited Internet Access||Widespread Internet Availability|
These shifts are forcing organizations to look at the whole marketing picture, re-aligning their communications and seeing things the way the consumer sees them – as a constant flow of information from indistinguishable sources. Those who practice IMC are avoiding duplicate messages, capitalizing on the synergy among promotional tools, creating more effective marketing programs and maximizing ROI.
IMC in Action.
Who uses IMC?
Federal Express. Hewlett-Packard. Target. Apple. The list is long and getting longer. One recent example is Saatchi and Saatchi’s 2010 campaign for the Toyota Sienna which debuted during the Winter Olympics.
In a quest to change the image of the minivan and those who drive it, Toyota launched its “Sienna Family” campaign. The campaign features a married Gen X couple trying to balance the reality of having two young children and a minivan with their desire to remain part of the cool crowd, emphasizing how the Sienna makes it all possible.
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I assume you have Mktng/Branding, eCommerce and Ad Agency expererience?
Resp for the development, implementation and management of Brand X's Branding and Marketing communications
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