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University of Development Alternative (UODA) 1. Introduction: Integrated Marketing Communication The global market place consists of an increasingly complex arena of competitors within a rapidly changing environment. New companies are formed on a daily basis, from small business to internet-based operations, to expanding global conglomerates originating from major takeovers and mergers. At the same time big market leaders invest a lot in marketing activities. From approaches as simple as using billboards to methods as complex as established global websites, the number and ways to reach out to customers continually increases. In the face of these sophisticated and cluttered market conditions, firms try to be heard. They attempt to speak with clear voice about the natures of their operations and the benefits associated with the firm’s goods and services. With so many choices available, and so many media bombarding potentials customers with messages, it is vital that what should be communicated is reaching buyers in a clear and consistent manner. Integrated Marketing Communications An Integrated Marketing Communications program is based on the foundation provided by the communication model. IMC programs have been described in several ways; the consensus is to define them as follows: Integrated Marketing Communication (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This integration affects all firm’s business-to-business, marketing channel, customer-focused, internally directed communications. Another definition from the American Association and of Advertising Agencies (4As) ;“ a concepts of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines— for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communications impact.” Integrated Marketing Communication (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources within a company into aseamless program that maximizes the impact on consumers and other end users at a minimal cost. 2 University of Development Alternative (UODA) Reasons for the Growing Importance of IMC, The move towards integrated marketing communications is one of the most significant marketing developments that occurred during the 1990s, and the shift toward this approach is continuing as we begin the new country. The IMC approach to marketing communications planning and strategy is being adopted by both large and small companies as business-to-business marketers.
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