DEFINING INTEGRATED MARKETING COMMUNICATIONS

Technology has absolutely taken control of the world and all its spheres, including the arts of marketing and advertising. Along with the technological change came a number of new, specialized media and the complete fragmentation of the mass market .Suddenly, companies realized the  need to coordinate the multiplicity of company and product messages being issued-many of which lacked consistency, hence the adoption of the Integrated Marketing Communications (IMC). 

 
These Integrated Marketing Communication concepts have shattered and rendered obsolete many of the traditional mass marketing techniques, giving way for a number of dynamic, diverse, multi-faceted marketing communication trends, which seek to primarily create consistency and clarity of product messages to targeted audience and potential consumers.

Defined broadly by Contemporary Advertising (Arens & Bovee, 1994, p492) as the concept of building and reinforcing mutually profitable relationships with employees, stakeholders and the general public by developing and coordinating a strategic communication programme that enables them to make constructive contact with the organization/brand through a variety of media.

Principles of Marketing (Kotler& Armstrong,2010,p429) in putting forth a vivid explanation of IMC argued ,that carefully integrating and coordinating the company’s many communication channels to deliver clear ,consistent ,and compelling message about an organization and its products will guarantee greater sales and higher consumer purchase.

Advertising Promotion (Terence Shimp, 5th edition, p4) segments these IMC into six succinct sub-divisions; Personal Selling, Advertising, Sales Promotion, Sponsorship Marketing, Publicity and Point of purchase communication.

·         Personal Selling simply is a form of person to person communication, in which a seller attempts to persuade prospective buyers to purchase a company’s product, service or idea. It allows for bargaining space, creates a clearer understanding of the company’s products in the mind of the consumer.  A global brand Nestle, in utilizing personal selling employs mobile agents who comb the cities in vans and visit individuals to whom they communicate the products’ (milo, cerelac, ideal milk et al) worth and advantages to persuade them to make purchase.

·         Advertising which is any paid form of non-personal presentation and promotion of ideas, goods and services through the mass media and with an identifiable sponsor, is largely used by Nestle. Consider all the television, newspaper and radio adverts running each time about the new Nestle Milo, Nestle Ideal milk, Nestlé Cerelac and the like, on the market. These television, radio and newspaper adverts are paid for, since broadcast and publication space are not free.

·         Sales promotion an activity which aims to provide extra value and incentives to workforce, distributors and ultimately the final consumer in a bid to generate immediate and improved sales. Nestlé workforce and distributors being given ‘take-home’ packages weekly, plus some branded company product paraphernalia will be willing to go out-of-their way to ensure sales growth. Consumers on the other hand are given Nestle products samples, twin-packs, discounts, loyalty bonuses and movie tickets for purchases made, a move which broadens the consumer base of the company.

·         Sponsorship Marketing promotes the interest of a company and its brands with specific events. An example is the milo marathon race yearly sponsored by Nestle to make the nestle brand visible and more patronized.

·         Nestle Ghana donations to the Weija Leprosarium, covered by news media organizations for their news programmes on television, radio and the papers is publicity. Just as advertising, publicity is non-personal. But it is not paid for. It assumes the form on news stories and, editorials.

·         Point of purchase communication, last but not least of the six channels comprises posters, stickers, signs, displays and a variety of other materials specifically designed to influence buying decisions at the point of product purchase. At Nestle distribution outlets, shopping malls and warehouses, individuals are spoilt for choice, with designed flyers ,posters ,car stickers and ,banners which do just one thing; effectively communicate Nestlé’s product messages consistently and compel consumers to make purchases.

All the aforementioned together (IMC) if properly integrated and coordinated, deliver clear, consistent and compelling messages about organizations and their products to target consumers.(Kingsley Komla Adom)

REFERENCES

§  Contemporary Advertising, fifth edition [William Arens and Courtland Bovee]

§  Contemporary Advertising (Arens & Bovee, 1994, p492)

§  Principles of Marketing, thirteenth edition [Philip Kotler and Gary Armstrong]

§  Principles of Marketing (Kotler& Armstrong,2010,p429)

§  Advertising Promotion 5th edition [Terence Shimp] ,Advertising Promotion (Terence Shimp,5th edition,p4)