BRAND COMMUNICATION - Essay Example

This piece of research paper is an attempt to provide a brief report on the IMC plan for Tango for the next 12 months. This report analyses the underlying concepts and theoretical perspective of IMC and examines how these can be applied with a plan for Tango, a brand by Britvic Company UK. This report outlines how a company’s brand and information can be effectively communicated to various target markets with example from Tango. According to Schultz and Schultz (2004), integrated marketing communication is a process by which companies accelerate returns by aligning communication objectives with business goals (p. 3). IMC has been regarded as a strategic managerial and marketing approach that can helps companies gain competitive advantages and brand loyalty in the market.

Belch and Belch (2007) emphasized that IMC is a strategic business process used to plan, design and develop coordinated and measurable brand communication programs with customers, employees, prospects and associates for a certain period of time. It helps build short term financial benefits and long term brand value (p. 11). As described by Lamb, Hair and McDaniel (2008), integrated marketing communication is a careful coordination of all promotional messages including traditional advertising, personal selling, sales promotion, event marketing, interactive and pubic relation for product or services in order to assure the consistency in every messages at each and every contact that the company meets it customers (p. 413). The fundamental goal of IMC is to develop marketing communication program that helps management to coordinate and integrate all elements of sales promotion, advertising, personal selling, public relation in an effective way as the company can maintain a constant message.

IMC is basically seeking to manage sources of brand and image or business contacts with existing as well