Integrated Marketing Communication, IMC abbreviated - is a set of activities built around the same basic idea and allows the full control of the product promotion on the market.
Integrated Marketing Communicationsinclude all the major communication areas of activity: advertising, public relations, sales promotion, personal selling, publicity and direct marketing. This integrated approach is used for two main purposes: to inform customers about products and services, and increase sales.
Development strategy of IMC consists of severalstages. First conducted the study: study the main competitors and communication campaigns carried out by them in the last couple of years - is estimated, as they are effective. At the same time collect information about the target audience of the product, analyzed the situation in the chosen market segment, composed SWOT-analysis of the organization.
On the basis of the data determinedcommunicative goals and challenges facing the company, selecting suitable IMC components with which they are more comfortable to implement. For all the selected elements of communication creates a single idea: the general design and the main message. For each component selected channels, which will be transferred to the idea, drawn detailed scenarios and calculated budget.
Marketing kommunkatsii are the leastcostly and most effective form of promotion for the campaign, as they allow to economically distribute the funds among the information channels, which, in turn, affect the consumer in different ways.