Integrated Marketing Communication (IMC) and Traditional Advertising and Promotion

This is my first blog written for my Advertising and Promotion course. In this blog, I will discuss the difference between integrated marketing communication (IMC) and traditional advertising and promotion and I will explain why more marketers are taking an IMC perspective to their advertising and promotional programs. 

Integrated marketing communication utilizes modern and classic forms of advertising and promotion. Some examples of the modern forms of marketing are internet and mobile device marketing. IMC is defined as: "a strategic business process used to develop, execute, and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted relevant internal and external audiences" (Belch).  Traditional advertising and promotion solely consists of classic methods such as newspaper and magazine ads, direct mail, T.V. commercials, free samples, coupons, etc.  It is also more short term and less consistent than IMC.

One reason more marketers are using integrated marketing communications is because it proves more effective in reaching consumers of varying demographics. The demographics of individuals include gender, age, race, life stage, birth era, household size, and marital status. When it comes to age, integrated marketing communications can make it easier for a company's message to span across varying age groups. For example, using modern marketing tactics such as internet ads and mobile text message ads will assure effective communication with people 12-34 years old whom tend to use cell phones and the internet the most. Using classic methods such as magazine ads and T.V. ads in addition to modern methods will help companies reach out to an older crowd, about 34 and up. 

  

More marketers are also using integrated marketing communications because they understand the value of strategically integrating the various communications functions rather than have them operate autonomously. By coordinating their marketing communications efforts, companies can avoid duplication, take advantage of synergy among promotional tools, ad develop more efficient and effective marketing communications programs.  Marketers also believe it is the easiest way for a company to maximize the return on investment in marketing and promotion. 

 Finally, the move to integrated marketing reflects an adaptation by marketers to a changing environment, particularly in respects to consumers, technology, and media consumption behavior.

Sources and Citations

Belch, GE. and Belch, MA. Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition. McGraw-Hill Companies. 2012.