The four pillars of IMC and complications in implementing IMC
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The four pillars of IMC and complications in implementing IMC
The distinctive attributes to IMC, content, channels, stakeholders and results. Complications and barriers to IMC.
Curated by Angelina Singh
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Implementing IMC at lower levels of theoretical models

Implementing IMC at lower levels of theoretical models | The four pillars of IMC and complications in implementing IMC |
This report is about the use of Integrated Marketing Communications in the marketing industry, in particular focusing on the various definitions...
Angelina Singh's insight:

The four pillars:


Content - What kind of content do you need dependent on target market?


Stakeholders - Who are you aiming your material at? segments.


Channels - What channels are most focused on your target market?


Results - How are you going to best measure if your marketing material was succesfull? 

Jieyi Situ's comment, April 9, 2013 7:34 PM
This article reports about the definition of IMC, advantages and barriers of IMC and the model of it. It has quoted other authors’ definition which varies. In my opinion, the definition of IMC includes both combining of marketing tools and business process. Moreover, considering the advantages and barriers of IMC is crucial to make it successful using IMC. It also talks about the model of IMC in details demonstrating the “4 pillars of IMC”. Finally, the author has mentioned “Coco Cola” as the example using IMC to make audiences believe IMC will help the company operate well.
Virgilio Lamaignere's comment, August 11, 2013 7:54 PM
This report discuss the variety of models the IMC strategy can be implemented whilst it goes on explaining the advantages and the difficulties organizations may face when doing it. The main points are:
1- IMC can save money on the long run but organizations that are primarily concerned with short-term financial benefits can fail to understand that IMC is most of all an investment.
2- The structural forms of some companies might pose a barrier for the development of an accurate IMC strategy. Generally, hierarchical sets make difficult for the necessary flow of information occur within all of its departments. Therefore, if the brand’s message is not well understood by them all, it will reach the consumer in a very inconsistent way.
3- It has been increasingly harder to maintain customer loyalty.
4- IMC is not only hard to implement and to measure, but it also can be costly.
Ying Wang's curator insight, September 26, 2014 9:20 AM

This is a very good article and I am agreeing with that base on the five IMC features. The feature of IMC is to help enterprise to expand customer scopes. In this article has discuss how IMC has been implemented, so Many companies are using the concept of IMC to help achieve their target market and create brand awareness to make them getting success.


Integrated Marketing Communications (IMC)

Integrated Marketing Communications (IMC) | The four pillars of IMC and complications in implementing IMC |
Integrated Marketing Communications IMC
Angelina Singh's insight:



"It shouldn't matter whose creative idea it is, but often, it does. An advertising agency may not be so enthusiastic about developing a creative idea generated by, say, a PR or a direct marketing consultant.



Best describing how IMC can have many barriers and in strategic partnerships engaging other agencies can be a barrier because Avertising agencies may not agree with PR or direct marketing. Can also cause  no synergy and poor communcation.

Mareta Simanu Sapolu's comment, March 21, 2013 6:05 AM
Absolutely, costs are the most central focused of marketers and consumers as well. Marketers are striving to use the most effective marketing techniques while consumers on the other hand also aim to save costs and time. Customer retention will definitely safe businesses time and costs.
Mareta Simanu Sapolu's comment, March 21, 2013 9:28 AM
That is right indeed. In some case if marketing agencies are not working together in unity and come to agree with a given idea from each other then complications and challenges will always be an issue with marketing agencies. Therefore, strategic planning of IMC and how agencies works together should also be well prepared.
Shavneel Singh's comment, March 21, 2013 4:45 PM
Has to be the best article which I have read which describes the concept of IMC. Quite simply describes the benefits and the barriers which is also very good as it provides an all round insight into the subject. All communications should help to develop stronger and stronger relationships with customers. A good point which the article put acroos was the idea of customer retention. I agree and customer retention is as important as customer acquisition.
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Barriers to Integrated Marketing Communication

Barriers to Integrated Marketing Communication | The four pillars of IMC and complications in implementing IMC |
Integrated marketing communication is essential to businesses who are dedicated to reaching their consumers and potential consumers through various forms of media, with a consistent message about their businesses and products.
Angelina Singh's insight:

Explains the negatives of de centralization an how management support puts more than one person in charge which can be a difficult concept because of lack of authority internal conflicts and ineffective decision making. Have you ever been in a position where decisions are hard to make because theres too many ov you and not everyone agree's with everyone? 

Shavneel Singh's comment, March 21, 2013 4:10 PM
This is why Synergy is so important when implementing IMC. If there are no proper communication channels and the right decisions aren't made the outcome will be loss in profits and an ineffective advertisement and therefore lead to no customers.
Caitlin Jackson's curator insight, March 17, 2014 4:54 AM

This is a good read for everyone taking integrated marketing. covers alot that was said in the lecture.

Caitlin Jackson's curator insight, March 17, 2014 4:56 AM

Great read for everyone who is studying integrated marketing. Covers alot that was touched on in the lecture.