IMC Essay Example | Topics and Well Written Essays - 3000 words - 1

IMC - Essay Example These include sales promotion, direct marketing, publicity, and advertising. Many big companies have been implementing new ways of technology and media that will help them in their IMC strategies. IMC has become very beneficial to companies in maintaining their competitive advantage, by helping them focus on marketing, operations, and sales resources in promoting the same messages to consumers and by making sure that marketing and sales promises are consistently being delivered. IMC also improves the value of the promotional effort by increasing its cost-effectiveness. This has a direct positive effect on the expenses incurred per unit being sold, which in turn has a positive effect on the balance sheet. Finally, IMC brings out better results for the company because sales, advertising, and marketing functions, which were in the past taken as separate functions now function as one under the IMC. This brings out coordination and cohesiveness that is reflected in positive results for the company. IMC has become a crucial aspect of companies that want to succeed in their operations. This helps in coordinating and branding communication efforts to achieve the objectives of the organization (Schultz, 1993). The most popular version of the IMC planning model is the five-step strategic planning process. This includes selecting the target audience, understanding the target audience decision-making, determining the best positioning, developing a communication strategy, and setting up a media strategy. Selecting the target market starts by analyzing and comprehending the market and understanding consumer wants. This is considered the start of a successful marketing campaign. Once the company has found a niche for its products and services, it is crucial that it does a research on its competitors and similar products and services that are available in the market. After this process, the company can be