Question

the five key features that undergird the philosophy and practice of integrated

marketing communications (IMC)

Answer 1

Five key features of IMC:

• Customer is the beginning point of all communication activities: this avoids an inside out approach & focuses to decide on those communication channels that will best serve the customers’ information needs & serves as a motivation to purchase the particular brand. The crucial point is that the managers’ or their agencies must not restrict themselves to a single communication media.
• Managers & their agencies must use various communication tools: they must select those tools that meet the objective of communication. The key feature of this IMC element is that it must be a reflection of brand communicator’s willingness to use any type of tools that are appropriate for reaching the target audience.
• Multiple messages must communicate in a single tone: inherent in the philosophy & practice of IMC is that the demand the brand’s assorted communication elements must strive to present the same message & convey message across diverse channels of message or point f contact. Coordination of messages & media is very difficult to achieve the brand image & make the consumers to move to action.
• Building relationships rather than engaging in flings: a relationship is an enduring link between the brand & its customers. Successful relationships can result in frequent purchases &helps in building loyalty towards the brand. One of the ways of building relationship is by using frequency, loyalty or brand ambassador programs. Relationships are also nurtured by creating experiences that make lasting impressions like special events.
• Do not lose focus on the ultimate objective: more than creating brand awareness, marketing communications must also focus on influencing brand awareness or enhancing consumer attitude towards the brand. This in other words can be referred to as moving the people to action.