Integrated Marketing and the Many Factors
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“Integrated marketing communication simply recognises the need to plan and build up all relevant marketing communications so that they work together in harmony to the greatest effect with greatest efficiency” (Pickton and Broderick, 2001: 47)
Linton and Morley “list ten potential benefits of integrated marketing communications” (Linton and Morley 1995: 124)
Creative Integrity
Consistent Messages
Unbiased Marketing Recommendations
Better Use of Media
Greater Marketing Precision
Operational Efficiency
Cost Savings
High-calibre consistent service
Easier working relations
Greater agency accountability
In brief the value of IMC is that it will help an organization
Assess the market and set their objectives
Hone communication messages and target key stakeholders
Leverage resources
Build internal databases and marketing resources
Tie together the tone and style of all corporate communications, collateral and advertising
It is without question the main reason for using any combination of the core marketing activities is to help mainstream communications with customers. However even though the five core activities reach a common goal each has its own approach and solution to facilitating information. For instance:
Public Relations “consists of activities that influence public opinion and create goodwill for the organization” (Marketing Seminar MKT5540: 2003). Simply put this usually involves any type of public message such as
Sponsorship activities
Conferences and events
Media/trade briefings
Getting stories in newspapers/ magazines and on T.V, radio etc.
Direct Marketing “Is any activity which creates and exploits “direct relationships” between an organization and its customers.” (Marketing Seminar MKT5540: 2003). In brief this method enables organizations to contact prospective and current customer directly and address their unique needs through way of
Telemarketing
Handouts
Outgoing E-mail/ postal mail
Door-to door marketing
Sending out catalogues to named contacts
Advertising is “non-personal communication of information usually paid for with an identified sponsor who is persuasive in nature about products or ideas.” (Marketing Seminar MKT5540: 2003) The advantage of this marketing method is that it is public, it is persuasive and there is an avenue to be highly creatively. For these reason advertising is usually seen in
Local newspapers and the radio
Television
Posters
Websites
Banners
Exhibitions and trade shows
Sales promotions are “short term incentives that facilitate the movement of products from producer to end user.” (Marketing Seminar MKT5540: 2003) The reason why this method is short term is that if it was not there would be no reason for consumers to act quickly. In order to utilise this methods so as to monitor and persuade consumers to buy products, organisations will generally use a wide range of sale promotions such as
Coupons
Free samples
Contests and dealer incentives
Refunds/rebates
Bonus packs