Question

Integrated marketing communications (IMC) is an important concept for a marketing manager to understand.   

• Why are integrated marketing communication plans so important to marketers?
• What are the benefits and challenges of implementing an IMC?
• Identify a primary benefit of advertising online
• If a company A has come up with the new beverage product known as Akamu for satisfying human thirst. Suggest some of the major advertising decisions which this company can come up with in order to promote Akamu the new product.

Answer 1

IMC (Intergrated marketing communiaction) is the important concept in the marketing activity. It is important for the marketers as it involves all the tools to marketing so that the activity provide a concrete message. The different tools may distort the message. So marketers tries to put a single message to the audience.

The benefits of implementing IMC is that the one single message can be communicated to the larger audience. It also insures messages communicate effectivily. The challenge is combination all the tools is difficult. It will incur a heavy cost and also time required to do is also large.

Advertising online can be very effective. It reduce sthe cost and time. Also a large audience can be reached in a very less time.

For a new beverage product, advertising should be effective. The firm will have to target the youth as the target audience will be youth. They should promote the product in sports event as it is liked by target audience. The online marketing can be effective as well as youth spends most of the time online. So, these decisions can be made.