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Definition: Integrated Marketing Communications
Integrated Marketing Communications involve coordinating the various promotional elements and other marketing activities that communicate with the firm’s customers. The basic tools used to accomplish an organisation’s communication objectives are referred to as the promotional mix. The promotional mix has traditionally involves.
o Advertising: Any paid form of non-personal communication about an organisation or its merchandise by an identified sponsor. This is often the most important part of marketing communications. The paid aspect means that the space for an advertising message generally has to be bought. Advertisement often involves mass media like television, radio, newspapers and magazines that can transmit the message to large groups of individuals
o Sales Promotion: Those marketing activities that provide extra value or incentives to sales force, distributors or end consumers to generate immediate sales is known as sales promotions. For consumers, sales promotions generally includes discounts, coupons and contests
“Buy one get one free” etc. are well known methods of sales promotions
o Public Relations: Public relations refers to non-personal communications regarding a product or service that is not paid for or run under a sponsor. Hence the main advantage of public relations is its credibility
o Personal Selling: In personal selling, the seller attempts to persuade prospective buyers to buy the company’s merchandise or service. Unlike advertising, personal selling involves direct contact between the buyer and seller.
Apart from this direct marketing (like letters or mails to the consumers) and interactive media (internet) also form major part of the marketing communications mix.
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