Integrated marketing communication is an approach to reach the customers through two communication channels, online and offline. Online channels include e-marketing, email, banners to latest websites, and internet TV. Offline channels include newspapers, magazines, billboards, radio and television.
The main purpose of integrated marketing communication is to form and carry on the look or message in all elements of the marketing campaign in the same way. Integrated marketing communication does not just include bringing the product to the customers but it also keeps in mind the company's mission, the compensation plan, the management style and the employee training. A successful integrated marketing communication is made in such a way that the clients' needs are kept in mind and is provided on time, with the possible budget and resources to reach the target. In order to be very successful the four Ps' of marketing the packaging, promotion, positioning, pricing and distribution have to be consistent with each other. This will help in attracting the customers and help them in realizing their need and the desired product or service for it to be satisfied. Integrated marketing communication is gaining popularity because it can reach people through advanced media advertising of many forms, more specialized media can center the targeted audience easily.
The challenges faced by managers are that it becomes tough to promote the product through all possibl ...Show more