Explain integrated marketing communication.

Question

What will be an ideal response?

Answer 1

Answers will vary. Marketing exposure over multiple media quickly snowballs: the typical consumer receives about 3,000 advertising messages each day. Some of those messages are hard to avoid as marketers find new, increasingly creative ways to promote their products to a captive audience. The venues include elevators, taxicabs, golf carts, and other surprising settings.Given the confounding level of clutter, smart companies use integrated marketing communication to coordinate their messages through every promotional vehicle-including their advertising, Web site, and salespeople-creating a coherent impression in the minds of their customers. Consumers do not think about the specific source of the communication; instead, they combine-or integrate-the messages from all the sources to form a unified impression about your product. If the messages are out of sync or confusing, busy consumers will not bother to crack the code. They will simply move on to the next best option. Thus, if you accurately identify the key points of contact between your product and your target market, you can focus on those areas with remarkable effectiveness.