June 13, 2015INTEGRATED MARKETING COMMUNICATIONSIMC represents promotion P in the 4 Ps of marketing. Encompasses a variety and combination of communication disciplines: advertising, personal selling, sales promotion, public relations, direct marketing, electronic media and community building to provide maximum communication impact. The integration of the 7 elements provides the firm with the best means to reach the target audience with the desired message.COMPONENTS OF AN IMC STRATEGY1. Consumer how consumers receive communications2. Communication Channel how each channel is used in the overall IMC strategy.3. Evaluation of Results how marketers design ways to measure the results of the IMC campaigns.THE COMMUNICATION PROCESS1. Sender the message originates from the sender.2. Transmitter the sender works with the creative department, whether in-home or from a marketing or advertising agency, to develop marketing communications. This agency is the transmitter.3. Encoding converting the senders ideas into a message which could be verbal, visual or both. 4. Communication Channel the medium: print, broadcast, internet that carries the message.5. Receiver the person who reads, hears or sees, and processes the information contained in the message and/or advertisement. Decoding is the process by which the receiver interprets the senders message. The firm (sender) wants its message received and decoded properly by the intended consumer (receiver).6. Noise any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium.7. Feedback Loop allows the receiver to communicate with the sender and informs the sender whether the message was received and decoded properly. Can be in the form of: a customer purchase of the item, a complaint, a compliment, the redemption of a coupon or a rebate. Could result to increase in store traffic or sales.

The AIDA Model marketing communications move consumers through a series of mental stages.1. Awareness the strength of the link between the brand name and the type of merchandise/service in the minds of customers. Brand awareness is the potential customers ability to recognize or recall that the brand name is a particular product or service or retailer.Awareness Metricsa. Aided Recall when consumers indicate they know the brand when the name is presented to them. b. Top-of-mind awareness when consumers mention a specific brand name first when they are asked about a product/service.

2. Interest once the consumer is aware, the company must work to increase his interest level. The ads message must stir the interest of the target consumer.3. Desire after creating interest, IMC message should move the consumer from I like it to I want it.4. Action the ultimate goal is to drive the consumer to make action or to make a purchase.

ELEMENTS OF AN IMC STRATEGY1. Advertising the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, non profit organization, government agencies, and individuals who seek to inform and/or persuade members of a particular target market about their products or services.2. Personal Selling the two-way flow of communication between a buyer and a seller that is designed to influence the buyers purchase decision.a. Face to faceb. Video teleconferencingc. On the telephoned. Over the internet3. Sales promotion special incentives or excitement building programs that encourage the purchase of a product or service.a. Couponsb. Rebates (rewards)c. Contestsd. Free samplese. Point of Purchase4. Direct Marketing marketing that communicates directly with target customers to generate a response or transaction.a. Telephoneb. Mailc. TV Commerciald. Catalogse. Internet-based initiatives such as email and e-commerce5. Public Relations (PR) organizational communication strategy to (a) achieve building and maintaining a positive image (b) handling or heading off unfavourable stories/events and (c) maintaining positive relationships with the media.6. Electronic Media6.1 Web Site firms use their web sites to build their brand image, educate their customers about their product, sell their product and where they can be purchased. Some sites provide advise and product knowledge.6.2 Corporate Blogs contains periodic posts on a common web page. Connect customers by forming a community.6.3 Social Shopping communication in which consumers use the internet to engage in the shopping process by exchanging preferences, thoughts and opinions among friends, family and others. Customers review information about products, prices and deals.6.4 Online Games particular way to reach younger through short online games.6.5 Community Building sites offer an opportunity for customers with similar interests to learn about products and services that support their hobbies and share information with others.