Introduction Over the couple of previous decades, research on IMC (Integrated Marketing Communication) has generated immense discussion leading to interesting contribution to the evolution of IMC a...
Angelina Singh's insight:
This article gives insight on how IMC has become very strategic in the way its used today. Its main focus has changed to consumers, and its internal and external stakeholders. The strategic management of IMC ensures that it cohesively ties in with the corporate vision and business objectives.
Strategic IMC needs to become more strategised so that it can develop powerful and attractive brands and brand equity. This will ensure that the brands and the way they are communicating them are meeting what the consumers are looking for.
Also meeting consumer demands such as re thinking and planning the way they are communicating their brand. For example using the right mediums.
Marketing programs play an important role in building up of brand equity. Marketing communication needs to be flexible in current technology driven environment where consumer are internet savvy and have access to information.
Angelina Singh's insight:
IMC is vital in making an impression in consumers minds as the power is now shifting from the manufacturer to the consumer.
The marketing communications also needs to be flexible in current technology e.g. meeting the needs of internet savy consumers. This leads to SYNERGY also as all mediums must be relevant to the related target markets.
Marketing communication's help build brand equity by understanding how the consumers percieve the brand and the current state of brand awareness and brand image in the consumers mind weather favorable or unfavorable.
Then designing marketing communications that create brand awareness and brand image through the correct mediums and sticking with the main concept. Ensuring that the name logo symbols and image or associations are the same, communicating a strong brand.
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