Advertising Help Forum

Course Help! => ADVA201-Fundamentals of Marketing => Fundamentals of Marketing-Additional Resources => Topic started by: sally crocker on March 02, 2014, 09:23:26 pm

Title: Integrated Marketing Communications
Post by: sally crocker on March 02, 2014, 09:23:26 pm
As branding has become increasingly essential in the industry, integrated marketing communications has been borne out of the need to create consistent marketing campaigns that support the overarching brand message.

Historically, multiple marketing actions used to promote a company's brand and products were handled by separate departments and/or agencies. That is, advertising may have been looked after by an outside agency that worked with the company's marketing director. Public relations and event marketing may have been managed by two different internal departments. Each group worked to promote the brand and products, but with separate goals in mind. They operated independently of each other, in a vacuum.

Today, everything is based on the brand and the clear definition of the brand that has been agreed upon by all parties involved in the marketing of the brand. Furthermore, the relationship of the brand and the consumer audience has become the leading aspect of all marketing.

Integrated marketing communications is about developing integrated marketing plans that utilize a variety of media and marketing actions with one central, consistent brand message, including any detailed promotional information deemed necessary.

Integrated marketing plans are also designed to build long term relationships with the target audience, by communicating with them at a variety of contact points. Contact points are all the places the brand touches the customer. As a general rule, marketing tactics are considered to be the contact points.

Today, most companies have a single marketing department. That department consists of brand relationship managers, event managers, public relations managers, direct marketing managers, etc. Additionally, teams support all marketing efforts, working together to create the brand foundation, brand identity and a consistent brand message. All this information is pooled into a marketing plan that everyone uses as the guiding document throughout the year. Depending on the company size and number of brand and products, the same process is applied across the board.