Advertising Agencies – Meaning, its Role and Types of Agencies
“The work of a tailor is to collect the raw material, find matching threads, cut the cloth in desired shape, finally stitch the cloth and deliver it to the customer.” Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it should be delivered and hands it over to […]
Getting To Know the Technicalities of Online Business
Getting to know all about E Marketing and how business is transacted online is important for every student of business management as well as for professionals. Online selling is picking up and growing. More and more people are beginning to find it convenient to shop online. With robust systems for financial transactions in place, consumers […]
The Media and its Contributions to Social Movements
The previous articles in this module discussed how the media plays a prominent role in acting like a watchdog in democracies. This article looks at how media can be a force for good in oppressive regimes and how a vigilant and alert media can help the citizenry overthrow unpopular and repressive rulers. The best example […]
Customer Based Brand Equity
Imagine walking in aisle of a typical super market (Shaw’s, Costco etc) to purchase salt, there are many offerings but choice is “Morton”. It is a simple example but a great situation to understand brand and brand equity. Companies already know that identity of product created over period of time through strategic marketing is brand, […]
Changing World of Marketing and Increased Demands on Marketers
Traditional Marketing The world of marketing is literally changing by the minute as marketing is no longer confined to traditional selling and advertising but also encompasses use of advanced technologies and Big Data Analytics in a real time manner. For instance, traditionally, marketers were expected to rely on market research conducted by specialized agencies as […]
Integrated Marketing Communication tools refer to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing, sales campaigns to promote brands so that similar message reaches a wider audience. Products and services are promoted by effectively integrating various brand communication tools.
To implement integrated marketing communication, it is essential for the organizations to communicate effectively with the clients. You need to know how your products or services would benefit your end-users. The more effectively you promote your brand, the more demand would it have in the market. Identify your target audience. Remember, not everyone would need your product. Understand why would an individual invest in your brand unless and until you have something unique and interesting to offer? The benefits of the brand need to be communicated effectively.
Let us go through various integrated marketing communication tools: Integrated marketing communication effectively integrates all modes of brand communication and uses them simultaneously to promote various products and services among customers effectively and eventually yield higher revenues for the organization.
Advertising is one of the most effective ways of brand promotion. Advertising helps organizations reach a wider audience within the shortest possible time frame. Advertisements in newspaper, television, Radio, billboards help end-users to believe in your brand and also motivate them to buy the same and remain loyal towards the brand. Advertisements not only increase the consumption of a particular product/service but also create brand awareness among customers. Marketers need to ensure that the right message reaches the right customers at the right time. Be careful about the content of the advertisement, after all you are paying for every second.
Brands (Products and services) can also be promoted through discount coupons, loyalty clubs, membership coupons, incentives, lucrative schemes, attractive packages for loyal customers, specially designed deals and so on. Brands can also be promoted effectively through newspaper inserts, danglers, banners at the right place, glorifiers, wobblers etc.
Direct marketing enables organizations to communicate directly with the end-users. Various tools for direct marketing are emails, text messages, catalogues, brochures, promotional letters and so on. Through direct marketing, messages reach end-users directly.
Personal selling is also one of the most effective tools for integrated marketing communication. Personal selling takes place when marketer or sales representative sells products or services to clients. Personal selling goes a long way in strengthening the relationship between the organization and the end-users.
Personal selling involves the following steps:
Public relation activities help promote a brand through press releases, news, events, public appearances etc.The role of public relations officer is to present the organization in the best light.
Your email address will not be published. Required fields are marked *
Creating Integrated Marketing Communication Plan
February 12, 2025
Components of a Successful Integrated Marketing Strategy
February 12, 2025
