Malyshkina O.
O. Nesterova, research supervisor

National Mining University

MANAGING INTEGRATED MARKETING COMMUNICATIONS

Integrated  Marketing  Communication  (IMC)  is  an  approach  to  brand
communications  where  the  different  modes  work together  to  create  a  seamless
experience for the customer and are presented with a similar tone and style that
reinforces the brands core message. Its goal is to make all aspects of marketing
communication  such  as  advertising,  sales  promotion,  public  relations,  direct
marketing,  personal  selling,  online  communications  and  social  media  work
together as a unified force, rather than permitting each to work in isolation, which
maximizes their cost effectiveness.

Companies need to develop strategies to improve brand image and brand
awareness. The important aspect of spreading brand awareness and brand image is
through communication. Companies need to establish a communication channel to
win the new customers and retain existing customer. This communication is not
restricted  just  to  customer  but  also  stakeholders  in  the  value  network.
Communication  is  achieved  through  advertisement,  sales  promotion,  public
relation exercise, direct marketing and interactive marketing.

The  goal  of  selecting  the  elements  of  proposed  integrated  marketing
communications  is  to  create  a  campaign  that  is  effective  and consistent  across
media  platforms.  Some  marketers  may  want  only  ads  with  greatest  breadth  of
appeal:  the  executions  that,  when  combined,  provide  the  greatest  number  of
attention-getting, branded, and motivational moments. Others may only want ads
with the greatest depth of appeal: the ads with the greatest number of attention-
getting, branded, and motivational points within each.

Although  integrated  marketing  communications  is  more  than  just  an
advertising campaign, the bulk of marketing dollars is spent on the creation and
distribution of advertisements. Hence, the bulk of the research budget is also spent
on these  elements  of  the  campaign.  Once the key  marketing  pieces  have  been
tested,  the  researched  elements  can  then  be  applied  to  other  contact  points:
letterhead, packaging, logistics, customer service training, and more, to complete
the IMC cycle.

Communication process should not be one way traffic. Companies should
look forward to developing communication network in which companies can reach
customer  but  customer  also  can  effectively  communicate  with  companies.
Technology has opened up many avenues to carry out effective communication.
Companies  have  traditional  tools  like  newspaper,  television,  radio,  telephone,
billboards  and  modern  tools  like  the  internet,  emails  and  wireless  devices.



Technology has made the communication process not only faster but also reduced
over all communication cost.

There are nine elements, which make the communication process. The two
parties are sender-company and receiver-customer. The communication tools are
message  and  media  used  to  communicate  the  process.  The  four  major
communication functions are encoding, decoding, response and feedback. The last
element  is  the  noise  which is  anytime  of  interference  disrupting  clarity  of  the
message.

Senders must encode the message as per the target audience and use the right
media.  The  receiver  decodes  the  message,  responds  to  the  message  and  sends
feedback to the company. Experience senders are able to garner a more effective
response from the right message. Companies have to put effort in developing an
effective  communication  program.  The  development  of  the  communication
program can be charted into eight steps.

The first step is identifying the target audience. The second step is to set
specific  objectives for  the given communication message.  The third step is the
design of the message. The designing of the message follows the objective of the
message. The fourth step is the selection of the communication channel. The fifth
step is related with the financial estimates of the whole expenditure. The sixth step
is  the  decision  relate  to  the  communication  mix.  The  seventh  step  measuring
results of the communication process. The eight step is managing the integrated
marketing process. 

Marketing communication cannot be considered in isolation. It is an integral
part of any companies overall growth process.