Contemporary Advertising 14th Edition by William Arens ,Michael Weigold ,Christian Arens

Question

Contemporary Advertising 14th Edition by William Arens ,Michael Weigold ,Christian Arens

النسخة 14الرقم المعياري الدولي: 978-0078028953

Contemporary Advertising 14th Edition by William Arens ,Michael Weigold ,Christian Arens

النسخة 14الرقم المعياري الدولي: 978-0078028953

تمرين 1

What is IMC and how is it different from advertising?

التوضيح

موثّق

Once a product or service is developed, the values and benefits must be communicated to the customers. Communication is the key for a business to grow and prosper. It creates connections, establishes and strengthens relationships, allows people to understand each other and ultimately contributes in organizational effectiveness.
IMC: Integrated marketing communication:
IMC, Integrated marketing communication coordinates various forms of promotional tools and other marketing activities in communicating with the customers and ensures that they can work together in harmony. The basic tools of IMC to accomplish an organization's communication objectives are known as promotional mix. IMC provides an approach which is aimed to deliver one consistent message to the consumers across the promotional tools used by an organization that may span all varieties of media including, television, radio, magazines, internet, and mobiles and so on.
IMC is different from advertising:
IMC differs from advertising. While advertisement is a structured and composed form of non personal communication, integrated marketing communication is a deliberate approach of an organization in coordinating and integrating messages from a number of sources. Advertisement uses mass media outlet to help organizations gain access to mass audience at once. On the contrary, IMC allows organizations to gain a direct access to target audience. With the help of IMC, organizations are able to advertise their offerings on the right place, in the right way and in the most effective manner.
Due to globalization, today the market has became a fragmented media environment, only advertising is not able to connect with the target audience. IMC is the ultimate solution which involves a strategic synchronization of different types of communication programs. Where IMC adopts a consumer centric approach, advertising focuses on a market centric practice.