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

IMC is Not a Proven Marketing Theory - experiment ExampleDirect Marketing is an approach used to create relationship with customers and delivering information about products to customer, the method is mainly used for selling financial serve to customers, direct marketing in any case helps to close gross revenue cycle within a short time period. Sales Promotion is the carry through that helps the company to emergence brand visibility in point of sales and point of purchases, companies use the technique to increase new product usage ratio among customers, the process also helps to increase customer footfall in the retail stores, companies use loyalty card, discount method, incentive schemes to increase purchase ratio among customers. Public Relation companies atomic number 50 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 book of account of mouth about the produc t is one of the major objectives of public relation (Jones). Many advertising agencies have shifted focus from creating unilateral promotional message to qualification multidimensional promotional message. Main purpose of IMC is to channelize the promotional message in a unified 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 way to produce creative brand message. Many research scholars think demassifiction played polar role in evolution of IMC. After 1970, media industry started to restructure into smaller operational units. They started giving importance 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 corporate goals to achieve business efficiency. Jerome McCarthy used the concept of four Ps (Product, monetary value, place and promotion) during 1950s for the showtime time (Jerome McCarthy used 4Ps concept in his book Basic Marketing published in 1960 and he used the concept to explain ride 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 following 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 price 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- excogitation distribution network 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