PROJECT OF INTEGRATED MARKETING COMMUNICATION ON “IMC PLAN OF VOLKSWAGEN, AD CAMPAIGN OF NEW VOLKSWAGEN VENTO” INTEGRATED MARKETING COMMUNICATION Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. It aims to ensure consistency of message and the complementary use of media.
PROJECTOF INTEGRATED MARKETING COMMUNICATION ON “IMC PLAN OF VOLKSWAGEN, ADCAMPAIGN OF NEW VOLKSWAGENVENTO” INTEGRATED MARKETING COMMUNICATION Integrated Marketing Communications (IMC) is the coordination and integration of allmarketing communication tools, avenues, functions and sources within a company into aseamless program that maximizes the impact on consumers and other end users at a minimalcost. It aims to ensure consistency of message and the complementary use of media. The conceptincludes online and offline marketing channels.Online marketing channels include any e-marketing campaigns or programs, from search engineoptimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, Internet Radio and Internet TV.Offline marketing channels are traditional print (newspaper, magazine), mail order, publicrelations, industry relations, billboard, traditional radio, and television. A company develops itsintegrated marketing communication programme using all the elements of the marketing mix(product, price, place, promotion and public relations).Integrated marketing communication is integration of all marketing tools and resources within acompany to impact consumers, and maximize profit at minimal cost. Generally marketing startsfrom "Marketing Mix". Promotion is one element of Marketing Mix. Promotional activitiesinclude Advertising (by using different media), sales promotion (sales and trades promotion),and personal selling activities. It also includes internet marketing, sponsorship marketing, directmarketing, database marketing and public relations. And integration of all these promotionaltools along with other components of marketing mix to gain edge over competitor is calledIntegrated Marketing Communication.Using outside-in thinking, Integrated Marketing Communications is a data-driven approach thatfocuses on identifying consumer insights and developing a strategy with the right (online andoffline combination) channels to forge a stronger brand-consumer relationship. This involvesknowing the right touch points to use to reach consumers and understanding how and where theyconsume different types of media. Regression analysis and customer lifetime value are key dataelements in this approach. The starting point of the IMC is the marketing mix (Product, Price, Promotion, and Place) whichinvolves different types of marketing, advertising and sales. Without a complete IMC plan thereis no integration or harmony among client and customers. The goal of an organization is to createand maintain communication throughout its own employees and throughout its customers.In order to achieve such goal a marketing plan is created which consists on the following steps:1. Situation Analysis2. Marketing Objectives3. Marketing Budget4. Marketing Strategies5. Marketing Tactics6. Evaluation of performance. IMC TOOLS:Advertising: Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the nameof a product or service and how that product or service could benefit the consumer, to persuade atarget market to purchase or to consume that particular brand. These brands are usually paid for or identified through sponsors and viewed via various media. Advertising can also serve tocommunicate an idea to a large number of people in an attempt to convince them to take a certainaction.
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