What is the meaning of Integrated Marketing Communications (IMC)? Why is there a need for IMC...

What is the meaning of Integrated Marketing Communications (IMC)? Why is there a need for IMC by marketers and how do marketers go about implementing it? Give an example and description of at least three IMC tools.

Expert Solution

Integrated Marketing Communication IMC is a cost-effective strategy it involves all forms of communication to customers and advertises the product in the market. It is promotional tool channels refer to an organized network. When the producer wants to reach to the customers in the competitive market he has various options to communicate to the customers so that he can promote his products get established in the market. IMC is a Direct Marketing channel. Interacts with customers directly without any interference For Example-1. Producer -- Customers 2. Sales campaigns 3. Building Brands 4. Public Relations 5. Sponsorships, 6 Personal selling, 7. Television Home Shopping Network, Direct Marketing

Need for IMC - Customers are located in the various situation of geographical areas. Many producers let the financial resources and expertise to carry out direct marketing. For the small producers having a very limited budget for the promotion. It is quite difficult to create awareness and desire to buy the product among the customers.

There should be a clear target customer who can stay loyal towards the products. You need to know the specific needs and the expectations of the customers. There should be a message strategy to create brand and develop a unique brand image.

Following are the 3 IMC tools;-

1. Door to Door or Personal Selling- It is a face to face interactions. In this, a product has a high personal sales cost and high small orders. For examples; Vacuum Cleaner. Buyers are gathering one location that can reduce the sale cost. It will be a unique shopping experience.

2. Television Home Shopping Network- Heavily dependent on technology these offer shopping in the comfort of your own home also have business application. Orders are placed by phone.

3. Direct Marketing-- There a direct communication with the customers through mail, text messages, catalogue, brochure, newspapers etc.

keosha answered 2 hours ago

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