IMC is customer-centric. Integrated Marketing strategy plays an important role in delivering the right brand message, to the right shopper, at the right time, via the right interaction channel to assist in a purchase decision or build brand awareness. IMC strategies (cont.) Integrated Marketing Communication or IMC is a marketing strategy that aligns and interconnects the various platforms and communication channels to create a singular branding message. Knowing your audience and whom you are trying to reach is critical. This is what we mean by “integrated” marketing communications. IMC aligns and synergizes every group and department to collaborate and deliver results. To help execute a marketing strategy, multiple marketing communication methods and tools should deliver a well-coordinated message to engage the right people at the right time, in the right place, and doing the right things. IMC is an ongoing process, not just a one-off campaign. It provides the foundation for the rest of the advertising campaign. That process includes strategic planning, measurement, and refinement of communications. Marketing is no longer about pushing out messages and hoping people will listen. Integrated marketing communication [IMC] at its core is a pretty basic concept. Also, now that content is used in so many different ways, such as social media, blog posts and contributed content, the more PR and IMC strategy are interlocked.” Message strategy Message strategy is considered as the important approach or tactic which use to deliver the message theme (Grimm, 2005). Integrated Marketing Communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. For example, a company may promote a new logo, slogan, or strategy through multiple media such as print, television, web, and social networks. Message Strategy is the first step in creating an effective advertising message. According to Kotler the first step of developing a message strategy is "identifying customer benefits that can be used as advertising appeals" (Kotler 363). An Integrated Marketing Communications (IMC) strategy enhances the effectiveness of the branding strategy to use the right message using the medium to achieve your business goals. There are three message strategies that represent the three factors of attitudes showed by consumers. When a cognitive message strategy is used, advertisement's key message is about the product's attributes and benefits. Integrated marketing communications is an approach to promoting a message through multiple strategies that work together and reinforce one another. “Now, PR teams are usually the best at thinking around corners on the message strategy and analyzing how a message will be construed. A cognitive message strategy presents rational arguments to consumers. Through the use of an IMC approach towards marketing, a brand can achieve a … That analysis permeates content strategy. This allows every promotional tool that is being used to be able to work together in a more harmonious way. The goal of IMC is to accelerate returns. An effective IMC will outline a core message, highlight your competitive advantage, address the appropriate target market, and tailor the message to fit supportive media channels. When deciding on a message strategy, organizations must consider the audience, the objectives of the promotion, the media, and the budget, as well as the USP and the product. These message strategies are designed to influence the cognitive component of the attitude, which deals with the beliefs and knowledge. This most often means growing revenue faster. It means that every form of communications that originates from a business or a campaigned is linked together in some way.

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