Integrated Marketing Communications through Internet / Marketing communications

Integrated Marketing Communications through Internet

Learning Objectives

  1. Understand what integrated marketing communications (IMC) are.
  2. Understand why organizations may change their promotional strategies to reach different audiences.

Once they have developed products and services, organizations must communicate the value and benefits of the offerings to both current and potential customers in both business-to-business and business-to-consumer markets. Integrated marketing communications (IMC)Approach designed to deliver one consistent message to buyers across an organization’s promotions. provide an approach designed to deliver one consistent message to buyers across an organization’s promotions that may span all different types of media—TV, radio, magazines, the Internet, mobile phones, and so forth. For example, Campbell’s Soup Company typically includes the “Mm, mm good” slogan in the print ads it places in newspapers and magazines, in ads on the Internet, and in commercials on television and radio. A company’s ads should communicate a consistent message even if it is trying to reach different audiences. For example, although the messages are very similar, Campbell’s uses two variations of commercials designed to target different consumers. Watch the two YouTube videos below. You’ll notice that the message Campbell’s gets across is consistent. But can you figure out who the two target audiences consist of?

Video Clip

A Meal That’s Always Popular with the Group

Campbell’s soup provides a good meal.

Video Clip

So Many Possibilities for Enjoying Soup

Campbell’s soup pleases people of all ages.

Changes in communication technology and instant access to information through tools such as the Internet explain one of the reasons why integrated marketing communications have become so important. Delivering consistent information about a brand or an organization helps establish the brand in the minds of consumers and potential customers. Many consumers and business professionals seek information and connect with other people and businesses from their computers and phones. The work and social environments are changing, with more people having virtual offices and texting on their cell phones or communicating through social media such as Facebook. Text messaging, Internet, cell phones, blogs—the way we communicate continues to change the way companies are doing business and reaching their customers. As a result, organizations have realized they need to change their promotional strategies as well to reach specific audiences.

Figure 11.1

Some consumers feel lost without their cell phones. Phones such as the one pictured provide a source of information for consumers and a new medium for advertisers to deliver information.


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Not sure if anyone can help....

by untuchableface

I am currently getting my masters in IMC (Integrated Marketing Communications) and I really, really want to tap into the fashion industry. I want to do fashion marketing or something of the sort. Does anyone know where I could even begin with this search? I am new to Chicago so I'm not even sure of any well-known or established fashion-oriented firms.
Anyone help?

Strategy - The holy grail of marketing communications  — Bizcommunity.com
.. the company' as one, if not the first, output in a job description or client brief.

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