Integrated Marketing Communications

Integrated Marketing Communications

Integrated Marketing Communications is a concept that has been around for quite a long time. It is bringing together advertising and the marketing communications that are used. This concept has become a very important way for marketing departments to transmit a message to their target audience. The important factor is getting to know the customers, therefore the more knowledge of customer data shapes the marketing communications and advertising message that is created.

Definition

About.com states IMC as “A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.” (2005)

Relationship: Profit and Not-for-Profit

Profit For-profit organizations have one ultimate goal in mind; making money. The question lies in how quickly a company can gain insight as to exactly what their customer wants, because this will mean making a profit all the quicker. Not matter what type of company; a plan is the first and most necessary step in the IMC process. IMC processes bring together the organization’s marketing communications to make the impact upon the consumer all the more powerful. A marketing strategy for a for-profit business has traditionally been price, product, place (distribution) and product. IMC, on the other hand, takes the promotion piece and makes it a major portion to the IMC process. Ultimately, again, for-profit companies are in the business to make sales, thereby creating a need and desire within the target audience. According to Kenneth E. Clow and Donald Baack there are the following components within the IMC process, “The Foundation. Advertising Tools. Promotional Tools. Integration Tools. “ (2004)

Non-Profit Not-for-Profit companies have the same ultimate goal, and that is to make money. Of course, this concept of making money is not to go back into the company’s hands, but rather all for charity to some sort of institution or person/people. Therefore, the relationship between IMC processes and marketing strategy within a non-profit organization is defined by the message being sent. The message for a non-profit has a goal to collect money, so their message differs greatly from a for-profit entity that is trying to push their product/service to be purchased.

Relationship of IMC processes There are still the same stages that non-profit