This approach is called Integrated Marketing Communication. This is a relatively new concept in management. It is engineered to harness all aspects of marketing communication such as advertising, promotion of sales, public relation, and direct marketing in a highly focused manner eschewing the former tendency of these departments to function in isolation. The account of the phenomenon of Integrated Marketing Communication by Aaker, Batra and Myers (1992) constitutes a fair working explanation of the phenomenon: . . . advertising and sales promotions operate together in their impact on the consumer. When designed and run in tandem, they yield power synergies that magnify their individual effects.
The ambiguity centered on the definition of IMC has created complexity in assessing the operational efficiency of the process. There are many levels of integration, which produces problems collectively as well as individually. The ideal execution of IMC calls for the sharing of the entire organization.
The purpose of marketing communication is to influence the thinking process of the recipient the communication about a brand, a project, a service etc. This called the conceptualization ion of the idea. The next step is the relationship building. The recipient of the communication and the brand should establish emotional connection. This activity takes place in the subliminal level. Marketing communication should establish a relationship of trust with the entire clientele, which is comprised of the every day functional user of a product in the wider society as well as the user of a product in a chosen niche of the community. This trust of the recipient would be expressed in sales enquiry or attempt switch to the new brand. This is the activation of behavioral change in visible forms. Once the activation is discernable, it is to be supported by immediate help by the quick operation of the service sector of the brand in the form of further information by some form of contact. This is followed by a product experience, which makes the initial trust with the communicator and the recipient of communication a concrete reality. All the above dimensions have to be performed in a coordinated manner.
The Importance of Integrated Marketing Communication
An integrated marketing communications program guarantees that every chance to send a message to a customer functions efficiently and smartly. Many needs of the enterprise like increasing membership, ensuring member retention, or increasing non-dues revenue, entry into an impenetrable market etc is achieved by stretching and straining all the sinews and muscles of the enterprise. This can be also called persuasive communication. Chris Fill has observed the complexities that communication involves. Persuasion can be experiential in of a negotiation process between people. It might need propaganda material typically associated with the government. Sometimes the sender
or speaker may be presenting their opinion to a large group of people with no chance for
feedback from the crowd (Fill 1995).
Marketing communication can succeed only if the communicator has a clear idea of his task. Based on the target market and target's need he or she should have a unique selling proposition. Communication should help the target group to see you differently form other