IMC is Not a Proven Marketing Theory Essay Example | Topics and Well Written Essays - 2500 words

IMC is Not a Proven Marketing Theory - testify ExampleDirect Marketing is an approach used to create relationship with customers and delivering information about products to customer, the manner is mainly used for selling financial services to customers, direct marketing also helps to close gross revenue cycle within a short time period. Sales Promotion is the change that helps the company to increment brand visibility in point of gross sales and point of purchases, companies use the technique to increase revolutionary product usage ratio among customers, the process also helps to increase customer footfall in the sell stores, companies use loyalty card, discount method, incentive schemes to increase purchase ratio among customers. Public Relation companies posterior go for organizing public events or news paper editorial about their new product, they use trade shows to increase category visibility among customers, creating good word of mouth about the product is one of the study objectives of public relation (Jones). Many advertize agencies have shifted focus from creating unilateral promotional message to devising multidimensional promotional message. Main purpose of IMC is to channelize the promotional message in a coordinated manner though all promotional medium. David Ogilvy has characterized IMC as one stop solution offered by advertising agencies to companies. Keith Reinhard (CEO of DDB Needham) thinks IMC is an effective course to produce creative brand message. Many research scholars think demassifiction played important role in evolution of IMC. After 1970, media industry started to restructure into smaller operational units. They started giving greatness to various promotional medium rather than concentrating on age old advertising model. In this way IMC has emerged as a common platform to integrate various promotional medium (Schultz, Tannenbaum and Lauterborn 6). IMC is a process to align communication objectives of a company with c orporate goals to achieve business efficiency. Jerome McCarthy used the opinion of quadruple Ps (Product, equipment casualty, place and promotion) during 1950s for the first time (Jerome McCarthy used 4Ps concept in his book Basic Marketing published in 1960 and he used the concept to explain weight-lift made by JWT). Philip Kotler and other academicians (in 1965, Philip Kotler described 4Ps as various marketing variables in his article) proselytized the concept in coming years. Four Ps can be described in the chase manner. Product- the strategy emphasizes on manufacturing products, maintaining the quality standard of product and optimum utilization of resources during production process. Price- deciding the value of the product in accordance with the demand of the product, setting high price or low price for the product is an important part of pricing strategy. Place- designing distribution mesh for the product, company creates distribution network to expand the reach of the product, appointing c&f agents, stockiest, wholesalers, retailers are part of distribution strategy. Promotion- companies use direct marketing, sales promotion, and advertising activities to