Integrated Marketing Communications 7/2 - Assignment Example

Integrated Marketing Communications Integrated Marketing Communications Integrated marketing communications (IMC) is the process used by organizations to ensure that consumers get what they desire on a consistent basis. This is through communication and a corresponding use of media to promote the products being sold. In the commercial market, organizations face a number of challenges. IMC incorporates the 4P’s in a number of ways to ensure that an organization and its products stay at the top.

Lack of management expertise makes it rather difficult for people in an organization to run a successful marketing plan. However, an IMC plan ensures that management focuses on the 4P’s, which ultimately ensures that the consumer receives the message about the product as they should. Another challenge would be the functional silos in place in the organization. Management might be focused too much on the power bases and organizational budgets and fail to focus on the consumer. IMC plans work to ensure that promotion is available to allow consumers acquire and interpret information about the organization’s products (Percy, 2012).

In order to create a plan that is capable of achieving organizational goals, it is vital to look at the necessary steps involved. The first step would involve collecting any/all relevant information. This involves looking at the competition, the target market, and the product being offered (Dietrich & Livingston, 2012). This might assist management identify the IMC’s plan from the start to the end, which is the next step. It can be described as an executive summary of the intended plan. In the third step, a review of the proposed plan would be in order.

Any additional information or research can be conducted in this step. In the last planning process, management needs to continually review the proposed plan, and then change areas that might not to yield results. Designing such a plan might assist an organization realize its organizational targets (Lee & Kotler, 2011).ReferencesDietrich, G., & Livingston, G. (2012). Marketing in the round: How to develop an integrated marketing campaign in the digital era. Oxford: Oxford University Press.Lee, N. R., & Kotler, P. (2011). Social marketing: Influencing behaviors for good.

London: Sage Publishers.Percy, L. (2012). Strategic integrated marketing communications. New York: American Printing Press.