Integrated Marketing Communications Essay Example | Topics and Well Written Essays - 2000 words

incorporated Marketing Communications - Essay ExampleThis piece of research paper reviews a brief publications on Integrated Marketing Communication and presents a strategic integrated marketing communication end for Bodyfit Studio, which is a local gym and health-fitness centre in London. This paper addresses the relevance of IMC in todays business and analyzes various steps involved in implementing the IMC plan. Integrated Marketing Communication Lamb, hair and McDaniel (2008, P. 413) depict that IMC is an rough-and-ready management political program that coordinates and integrates among various promotional tools like advertising, sales promotion, public relation, personal selling, circumstance marketing and interactive selling etc in order to ensure consistency in the messages to be communicated to the customers. As Schultz and Schultz (2004, p. 3) noticed, IMC enables a business accelerate its returns on investment mainly by linking its organizational goals and communicatio n programs. As shown in the diagram, IMC is closely related to the promotion mix elements of the 4Ps of marketing, they are Product, Price, Promotion and Place. IMC has been found to be an telling marketing strategy that helped firms improve operational efficiency, maintain stronger market share, create brand image, maintain wear out race with customers and thus to achieve sustainable competitive advantages. Planning, conniving and developing of brand communication program play vital roles in the success of IMC program. IMC is widely used as a marketing proficiency that designs and develops systematic and measurable brand communication program with stakeholders of a business including customers, employees, suppliers etc. (Belch and Belch 2007, p. 11). For any(prenominal) business, the brand, mission and vision statements and proposition messages are very critical elements and these are to be communicated to its customers. IMC ensures effective communication, guardianship consi stency in messages, of the relevant messages to the potential customers. Factors to be considered in setting up an IMC plan Basically, IMC is a marketing program that involves planning, coordination, integration, and implementation of various types of advertising and promotional activities (Shimp, 2008, p. 10). The major factors and features to be considered for planning and designing the IMC for the Bodyfit Studio are Starting with studying, analyzing and evaluating the requirements and attitudes of targeted customers, Design and develop brand communication program, Identify the appropriate tools that throw out be used for the task Consider to maintain consistency in messages, Emphasizing on relationship building rather than focusing on engaging in flings Maintaining long-term focus on the crowning(prenominal) objectives (Shimp, 2008, p. 11- 18). IMC plan for Bodyfit Studio Bodyfit Studio, that offers gym, Yoga and body fitness classes and healthcare services, wishes to retain it s customers and attract more through an effective communication program. Though there are competitions between Bodyfit and quite a few numbers of other gym-centers like Virgin Active, Squash Class in its surroundings. Below is an IMC plan for the Bodyfit company to communicate efficaciously to its customers with an intention of retaining them and attracting more as well. As Belch and Belch (2007, p. 24) stressed, an effective