HOW PROMOTIONAL TOOLS INTERCONNET IN I.M.C

In defining Integrated Marketing Communication, certain key words cannot be left unexplained.

Integration can be said to the act of bringing together compactible elements in order to achieve a set goal or achieve good results.

Marketing is the management function which involves anticipation and the provision of a need at a particular price / place/ time to potential customers in a good manner in order to get good value. It involves conception, promotion and distribution of an idea, product or service to satisfy customer needs.

Communication is the transfer of the thoughts and meaning between two people both collectively or singularly. Therefore

Integrated Marketing Communication refers to the vast techniques which are used inter-relatedly in the marketing world or domain to be the tool manipulated by successful marketers in order to enrich and upgrade their communication cycle from the sender through a medium to a receiver, then receivers response and their feedback which goes back to the sender and hence starting the cycle again. These elements which amalgamate to form the integrated marketing communication tells that a communication effective firm does not only rely on media advertising but rather other promotional tools such as PR, POS or POP, sales promo, publicity, entertainment marketing and sponsorship of events. All  the promotional tools conglomerate to foster a well sharpened communication based between an organization and its public, customers and potential customers. The main aim of using the I.M.C is to build Brand or Firm Equity since media adverts cannot solely provide Brand Equity. Brand Equity is the intangible asset that results from a favourable image after good marketing communication is established.

Each element functions effectively when applied in a proper and well suiting platform. Example public relations which uses the “pull strategy” of marketing communication cannot be applied to work effectively in a “push demanding” situation where (pop/pos) direct marketing or personal selling elements should be used especially dealing with people in the slum, you have to get to their abodes with your marketing message since majority do not rely on TV and internet.

IMC according to G.Belch and M.Belah: “Advertising and Promotion 2006” is coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers.

Forms of communicational elements in the integrated marketing communication mix are the sales Promotion, Advertising, Personal Selling, Publicity Sponsorship Marketing, Point of Sale (POS) or point of Purchase (POP) displays.

These elements work effectively when they are utilized in their right domain. Some fall under the pull system of marketing communication.

The pull system is when an organization tries to trap customers or potential customers by using the management elements such as Sponsorship Marketing, Advert/ PR/ Sales promo to market their idea, products or service. On the other hand the push system of marketing elements include POP or POS  Personal selling, by this means the org. makes their product available to customers or potential customers hence compelling them to change their opinion and attitude towards the idea, product or service since it works as a shot arrow piercing through the economic brain of the customer.

The six forms should be integrated to form a marketing communication package because customers are rational and want to maximize satisfaction whist they try as much as possible to minimize cost. So both the customer and the organization are cannibals wanting to capitalize on each other's availability. But to the marketer, the IMC is a great weapon. The reason being that as adverts create awareness, sales promo does enticement as it lessens cost to attract customers. Whilst Public Relation managers (protect and Promote) the organization’s image. Sponsorship Marketing builds Brand Equity, POP and POS pushes the product physically onto the market, Personal Selling does the decentralization and direct appeal to a customer. With all the above mentioned benefits, I conclude that a good marketing firm cannot thrive without using the integrated approach to marketing communication.