Integrated Marketing Communications

By: Alex Zahlaway

This article covers topics discussed in chapter 12 of the textbook in relation to Integrated Marketing Communications (IMC). “Integrated marketing communications (IMC) is the strategic approach companies use to communicate to their target customers.” Everyday marketers have to adapt and discover new ways to reach their customers, which can be done through an effective use of the “promotional mix”. By doing so marketers can facilitate brand awareness growth, increase online traffic, and promote a positive brand image.

One way to effectively communicate with customers is by implementing Public Relations into your marketing approach. Everyone loves for their company to have a positive public image and as we’ve seen in the past, a negative image could possibly ruin a company. Along with PR, marketers must effectively use each element of the promotional mix in order to see the greatest return. This includes advertising, sales promotions, personal selling, direct marketing, and interactive marketing. In the past we have seen each of these elements operating separately and in different departments within a company with little communication between each other. Modern marketers must be able to incorporate all of these together in order to effectively manage resources and see the best possible brand growth.

Another shift in modern marketing is to actually move away from actively trying to “sell” your product. Specifically in an online environment, content has become the product in a way and providing interesting and relevant content to users can provide more brand growth. This content can spread around through media with relatively no effort and grow your brand while at the same time using minimal resources.

As we have heard earlier in class, marketers can have trouble convincing management of the effectiveness of campaigns. The main reason for this is because it is very hard to put a dollar value on the impact a marketing campaign might have on sales. Since it may be difficult to see an effect on the bottom line, modern marketers may have limited resources and must use them as effectively as possible. This is where it is crucial to analyze the promotional mix and allocate resources accordingly in order to avoid wasting time/money on certain strategies that may not reach your customers.

Overall, marketers must decide on an approach to use for a marketing campaign, which requires consideration of resources, time, target customers, and the promotional mix. Every organization is different so it is important to analyze each in order to determine the best marketing strategy that will allow you to communicate with customers while growing your brand.


12 thoughts on “Integrated Marketing Communications

  1. guskiewiczv March 14, 2016 / 5:27 pm

    With increasing technology and a shift from traditional marketing to digital marketing, integrated marketing technology is being used more frequently. It seems companies are being forced to look more at the “big picture” of their marketing strategy to re-align communications and see things the way that consumers see them, as a constant flow of information from different sources to maximize on return on investment. For example we use Apple as an example a lot in class, Apple is a company who often uses integrated marketing communications frequently. This provides a competitive advantage for this business. Apple uses eye popping commercials, with clear messages, and uses close attention to detail with the use of colors, improving and updating products using simplicity. Through Apple’s close attention to detail is how they are able to thrive in marketing communications. This is evident in the consumer experience in through products, and shopping in store, and online.


  2. reganka March 15, 2016 / 5:30 pm

    I agree that implementing Public Relations into your marketing strategy is very important for your company to be viewed in the way that you want it to be. The use of strong Public Relations along with the promotional mix that the article mentions such as advertising, sales promotions, personal selling, direct marketing, and interactive marketing, is very beneficial to a company. Focusing on these two aspects alone would significantly strengthen a company’s marketing strategy and efforts.


  3. Aishwarya Gunti March 21, 2016 / 1:22 am

    I realized through this article how marketing has shifted through time. If go back in time, it is so true that marketing was all about actively selling the product. Now-a-days it is more about creating awareness about the brand. The more aware and familiar people are towards the brand the more chances of buying it. This methodology also gives the customers freedom to choose. This does not mean that every company should implement all the media available as every company is unique and should conduct a research to come up with a unique strategy of promotional mix to reach its target customers.


    • Jane Walsh May 12, 2016 / 9:30 pm

      Going off of Aish’s point, not only to consumers have the freedom to choose when companies are marketing their brands as opposed to their products, but there is much less pressure. They don’t have to feel cornered to buy a single product that they don’t want. Instead they’re just being exposed to the name and have options.


  4. CJ Enos March 24, 2016 / 12:47 am

    Marketing has evolved to keep up with technological advances. No longer can a company market in just one media to be successful. use of PR in marketing can only increase company awareness and create the link from the company to the brand you are selling to consumers.


  5. Ronald Zampanti March 29, 2016 / 11:02 pm

    Public Relations is definitely important and should be involved in the marketing approach of any business. Developing and maintaining a positive brand image is necessary in achieving long-term success. I also agree that a marketing strategy must be developed carefully with consideration to the many aspects listed at the end of this article. There are so many ways to communicate with customers and each form of communication must be completed with keeping in mind the overall goal of the campaign/marketing strategy.


  6. Justin Flory March 30, 2016 / 2:30 am

    I think that public relations and social media are a successful way to build a brand positively. Today, most people are updating their statuses on Facebook and posting new pictures, and really only showing the positive sides of their lives. Public relations is making a company or brand look good and that is something that can easily be done with the help of social media. Negative posts can be deleted on a company’s page if they aren’t true and a company can choose what they want to be posted on their page. Overall, social media is great for building brands in a positive and entertaining way.


  7. Matthew Kent April 1, 2016 / 12:47 am

    I agree that implementing public relations into any marketing approach is very beneficial for the company. I think this is actually one of the best and most effect ways to approach a marketing campaign. If the main message of an advertisement deals with a social objective that appeals to a large market, the advertisement will be more effective in terms of having consumers remember the name of the company that was associated with the message. If an advertisement gets people talking about it, it was effective because it has successfully created a buzz and it means people remembered it weather they wanted to or not.


  8. Meghan Gulbrandsen April 3, 2016 / 9:24 pm

    It is very important for companies to have this positive image associated with them if they want to be able to be successful and grow. If there is enough bad rep about a company then it really can destroy the whole thing. With technology and social media being able to travel so fast these days, enough negative experiences for customers will lead to enough negative posts to alter the thoughts and opinions of potential customers who may not of even have had a bad experience themselves. By companies having these things such as advertising, sale promotions, personal selling, and direct marketing the company can make sure that they are reaching out to their customers in every way to enforce their positive attributes and benefits of what the product or products they are trying to sell can do for them. They want to always be pushing for their strong qualities, making sure to avoid having customers find the need to post a negative post.


  9. Meg April 21, 2016 / 4:58 am

    Public Relations is a critical component to a business, but, as the article states, it is often overlooked as it is difficult to measure the effectiveness of a PR campaign. More and more companies are understanding its importance, but I often find that people believe PR to be easy, and that all people can run effective PR campaigns. Public Relations requires a great deal of strategy and thought, and a good PR campaign can contribute millions of dollars to a company. Companies are slowly beginning to give marketing a higher budget, and I believe the marketing budgets, especially in regard to social media,will drastically increase in the years to come.


  10. Colleen Flynn April 24, 2016 / 9:24 pm

    I absolutely agree that in order to have success in a marketing campaign along with overall success for a company, everyone needs to work together. In today’s society all individual departments can no longer work independently but rather must take an interdependent approach. This means public relations may be just as important as the actual number of sales. Everything needs to work together. That also means incorporating every part of the marketing mix as well. Everything needs to be present and working together to have the great success in today’s society. Sales are great, but behind sales are the marketing campaigns and then PR that goes into the sales. The blog proves how everything ties together with is crucial now more than ever.


  11. Xinran Zuo May 13, 2016 / 5:48 pm

    Integrated marketing is one of my favourite topic, the core idea of integrated marketing theory emphasizes on that, the consumer is in the centre, enterprise comprehensively applies various transmission forms, delivering the consistent product information and the corporate image, realizing the bilateral interaction, setting up and trying to strengthen consumer’s awareness and perception to the corporate brand identity, establishing and maintaining the closed and long-lasting relationship between consumer and brand, in order to achieve the purpose of marketing communication. With the unceasing change of marketing environment, the theory of integrated marketing is continuously developing and improving.


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