Integrated Marketing Communications - IMC Components

IMC Components

  • The Foundation - is based on a strategic understanding of the product and market. This includes changes in technology, buyer attitudes and behaviour and anticipated moves by competitors.
  • The Corporate Culture - increasingly brands are seen as indivisible from the vision, capabilities, personality and culture of the corporation.
  • The Brand Focus - is the logo, corporate identity, tagline, style and core message of the brand.
  • Consumer Experience - includes the design of the product and its packaging, the product experience (for instance in a retail store) and service.
  • Communications Tools - includes all modes of advertising, direct marketing and online communications including social media.
  • Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs.
  • Integration Tools - software that enables the tracking of customer behaviour and campaign effectiveness. This includes customer relationship management (CRM) software, web analytics, marketing automation and inbound marketing software.

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Famous quotes containing the word components:

    “Hence, a generative grammar must be a system of rules that can iterate to generate an indefinitely large number of structures. This system of rules can be analyzed into the three major components of a generative grammar: the syntactic, phonological, and semantic components.”
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