Where Do The IMC Communications Tactics Fit Within The Marke

Where Do The Imc Communications Tactics Fit Within The Marketing Manag

Where do the IMC communications tactics fit within the marketing management flow chart and why? Why is it necessary to create integration and consistency with current and potential customers? Incorporate concepts and examples from this week’s lecture in your post.

Paper For Above instruction

Integrated Marketing Communications (IMC) plays a crucial role within the overall framework of marketing management. To understand its placement, it is essential to explore the marketing management process and how IMC tactics align with it. The marketing management flowchart typically begins with situational analysis, followed by setting objectives, developing marketing strategies, planning the marketing mix, implementing tactics, and evaluating results. Within this sequence, IMC tactics are integrated primarily during the strategy development and implementation stages, serving as vital tools to ensure cohesive communication across all channels and touchpoints with consumers.

IMC tactics fit centrally within the promotional component of the marketing mix. These tactics encompass a range of communication tools—advertising, sales promotion, public relations, direct marketing, personal selling, and digital media—that work synergistically to deliver a consistent and compelling message to target audiences (Ogden & Ogden, 2014). Their purpose aligns with the strategic goal of building and maintaining brand equity, fostering relationships with customers, and ultimately influencing purchase decisions. As such, IMC strategies are not isolated actions but are integrated into the broader marketing plan during strategy formulation and execution phases.

The integration of IMC tactics into the marketing management process ensures message consistency, which is critical for reinforcing the corporate image and branding. Consistent messaging across all touchpoints prevents confusion, builds trust, and enhances the overall customer experience. For example, a brand like Coca-Cola maintains a unified message of happiness and refreshment globally, regardless of the media or channel utilized (Clow & Baack, 2012). This cohesive approach is achieved by meticulously coordinating all communication efforts and aligning them with organizational objectives and target audience perceptions.

Creating integration and consistency with current and potential customers is necessary because it fosters familiarity, trust, and loyalty (Keller, 2013). When customers encounter uniform messages across different platforms—whether through advertising, social media, or direct engagement—they are more likely to develop positive attitudes toward the brand and perceive it as reliable. Consistent messaging also helps in differentiating the brand from competitors in a crowded marketplace.

Moreover, integrated communication enhances the effectiveness of marketing efforts by leveraging multiple touchpoints to reinforce brand messages. In today’s digital age, consumers interact with brands across diverse channels—online, in-store, mobile apps—which necessitates a harmonized approach to ensure the brand's voice remains coherent (Belch & Belch, 2018). For instance, a promotional campaign that employs social media advertisements, email marketing, and in-store displays with a unified theme provides a seamless experience, increasing the likelihood of message retention and consumer action.

Concepts from this week's lecture underscore the importance of coordination across all organizational functions to achieve a seamless message. Corporate image and branding are strategic components that rely heavily on effective IMC tactics. Corporate image reflects how consumers perceive an organization’s values, reputation, and overall character, which is shaped through consistent communication efforts (Keller, 2013). Branding extends this concept to specific product lines, reinforcing the organization's reputation and fostering loyalty (Aaker, 1996). Both rely on IMC to deliver a clear, consistent message that aligns with consumer attitudes and perceptions, thus strengthening brand equity.

Attitudes are learned predispositions that influence consumer behavior and are shaped by experiences, cohort effects, and perceived values. IMC tactics aim to influence attitudes by delivering targeted messages that resonate with specific consumer segments. For example, Pepsi’s marketing strategies differ based on the attitudes of Generation X and Y compared to Baby Boomers; understanding these attitudes allows for more effective communication that aligns with their values and preferences (Schiffman & Kanuk, 2007).

In conclusion, IMC communication tactics fit within the strategic and operational stages of the marketing management flow chart, primarily during strategy development and implementation. These tactics are essential for creating integrated, consistent messages that build strong brand equity and foster customer relationships. The importance of integration and consistency stems from their role in establishing trust, differentiation, and loyalty in an increasingly complex and competitive marketplace, ultimately contributing to the organization’s long-term success.

References

  • Aaker, D. A. (1996). Building strong brands. Free Press.
  • Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education.
  • Clow, K. E., & Baack, D. (2012). Integrated Advertising, Promotion, and Marketing Communications (5th ed.). Pearson Education, Inc.
  • Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson.
  • Ogden, J. R., & Ogden, D. T. (2014). Utilizing a strategic marketing approach to managing marketing communications. San Diego, CA: Bridgepoint Education, Inc.
  • Stephens, T. (2014). What's in a name? Private Label Buyer, 28(1), 26.
  • Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior (9th ed.). Pearson Education.
  • Management of corporate image and branding concepts. (2012). In Clow, K. E., & Baack, D. (Eds.), Integrated advertising, promotion, and marketing communications (pp. 115-130). Pearson.
  • Fisher, R., & Reingen, P. (1993). Social Process and Creative Decision Making in Advertising Design. Journal of Consumer Research, 20(4), 436-452.
  • Chaffey, D., & Ellis-Chadwick, F. (2016). Digital Marketing (6th ed.). Pearson.

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