An Introduction to Integrated Marketing Communication

During 1980s, a lot of companies realized that integration of promotional tools is very important strategically.So firms began developing Integrated Marketing Communications (IMC). It involves coordinating various promotional elements and other marketing activities that communicate with a firm’s customers.

American Association of Advertising Agencies (the “4As”) defines IMC as: a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines— for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communications impact.

IMC requires all marketing and promotional activities provide a unified and consistent image in the market. According to it, its very important to have a common theme and positioning.

Relation of Promotional Mix to Marketing Mix

The Promotional Mix: The Tools for IMC

Promotion has been defined as the coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea. The basic tools used to accomplish an organization’s communication  objectives are often referred to as the promotional mix

Promotional Mix

Advertising: Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.

Direct Marketing: Organizations communicate directly with target customers to generate a response and/or a transaction. It involves a variety of activities, including database management, direct selling, telemarketing, and direct response ads through direct mail, the Internet, and various broadcast and print media.

Interactive/Internet marketing: Interactive marketing allow for a back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time.

Sales promotion: Those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. Sales promotion is generally broken into two major categories: consumer-oriented and trade-oriented activities

Public Relations: The marketing function that evaluates public attitudes identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.

Personal Selling: Planned presentation to one or more prospective buyers for the purpose of making a sale

IMC Planning Process

IMC Planning process involves designing a promotional plan that provides the framework for developing, implementing, and controlling the organization’s integrated marketing communications programs and activities.

IMC Planning Process

Story of US Army

During the early to mid 1990s, the U.S. Army was finding it tough to recruit enough people to enlist for military service. It was because of a lot of reasons. The Army’s compensation was not enough. There was a lot of negative perception about the Army like it was for losers or only those with no other options. They had large budget for advertising but it was not converting into recruitment. They were using a campaign called ‘Be All That You Can Be’.

'Be All That You Can Be' Ad Campaign

In order to change the image, US Army then hired a new agency for advertising. The new agency created a new campaign called ‘An Army for one’. It was based on the idea that soldiers are the Army’s most important resource and highlight that each individual can and does make a difference. One of the important aims of the “An Army of One” campaign was to provide young adults with more accurate look into what it means to be a soldier in today’s Army.

The campaign involved “Basic Training” which uses a reality based television format made popular by the hit show Survivor. The unscripted TV spots feature brief profiles of six actual army recruits as they progress through basic training, giving viewers a glimpse of their personal experiences and opinions as they transform from civilians into soldiers. The ads encouraged prospective recruits to visit the Army website (GoArmy.com).

The “An Army of One” campaign has been a great success. Its media budget was 20 percent lower than the previous year, the Army fulfilled its 2001 recruiting goal of 115,000 new recruits one month early. Television,  print, radio and online ads were effective in driving traffic to GoArmy.com as visits to the Web site doubled and Online leads were up by 75 percent.

'Army of One' Ad Campaign

US Army uses various marketing communication for recruitment efforts. It runs recruitment advertising in a variety of media including television, radio, magazines, newspapers, and billboards. Banner ads on the Internet as well as in other media encourage consumers to visit the GoArmy.com website which provides valuable information about The U.S. Army such as career paths, the enlistment process, and benefits. Direct marketing efforts include mailings to high school seniors and direct response television ads which encourage young people to request more information and help generate leads for Army recruiters. Publicity for the U.S. Army is generated through press releases and public relation activities as well as in movies and television shows. At the local level the Army sponsors athletic events and participates in activities such as career fairs to reach its target audience as well as other groups or individuals who can influence its brand image. Recruiters work in local recruitment offices and are available to meet individually with potential recruits to answer questions and provide information about the Army. Recruitment efforts for the U.S. Army also include promotional incentives such as cash enlistment bonuses and educational benefits.