Integrated Marketing Communications

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Govt. Certified Advertising Manager

Integrated Marketing Communications

Online Marketing Channels

include e-marketing campaigns and SEO, blogging etc and

Offline Marketing Channels

includes newspaper, PR, radio, television etc..

Benefits of IMC

• Creates competitive advantage 
• Increases sales and profits 
• Saves time, money & stress
• Help wrap communications around customers 
• Help develops dialogue & nurtures relationships
• Increases effectiveness
• Eliminates duplication

Limitations of IMC

• Resistance to change 
• Problem of communication with target audience 
• Functional Silos 
• Isolation of communication, data and even manager
• Time horizons 
• Lack of management and know-how

The Golden Rules to Integrated Marketing Communication

• Get senior management support for the initiative by ensuring they understand the benefits of IMC
• Integrate at different levels of management
• Focus on a clear marketing communications strategy
• Start with a zero budget
• Think customers first
• Build relationships and brand values
• Develop a good marketing information system 
• Share network and other media
• Be prepared to change it all

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