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MKT 230 week 7 DQ 1




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Week 7 Day 2
Integrated Marketing communications is a strategy in which a company coordinates
advertising, sales promotion, personal selling, and publicity in order to present a single
consistent image for the product and the company. (Glencoe, 2006)
Thus Integrated Marketing Communication is more than the coordination of a company's
outgoing message between different media and the consistency of the message
Hence through marketing communication buyers are influenced by advertising, sales
promotion, personal selling, and publicity. It is used to convey the brand image, product
features and benefits to the consumers.
Steps in an Integrated Marketing system are:
Customer Database
An essential element to implementing Integrated Marketing that helps to segment and
analyze customer buying habits.
Insight from analysis of customer data is used to shape marketing, sales, and
communications strategies.
Once the basic strategy is determined the appropriate marketing tactics can be specified
which best targets the specific markets.
Evaluate Results
Customer new information and responses in reference to their buying habits are collected
and analyzed, to determine the effectiveness of the strategy and tactics.
Thus with the help of right integrated marketing communication strategy we will be able
to increase the market share of our product.
• Winer, R. S. (2007). Marketing Management (3rd Ed.). Upper Saddle River,
NJ: Pearson
Education, Inc.
• Kotler, P. Marketing Management. (Ninth Edition, Prentice hall India)

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Extra Info
1. Identify factors that influence the purchasing decisions of different types of buyers.
A consumers buyer behavior is influenced by four major factors:
- Cultural,
- Social,
- Personal, and
- Psychological factors.
2. Why is it important for a company to understand the factors that influence consumers’
purchasing decisions?
The above factors cause consumers to develop product and brand preferences. Although
many of these factors cannot be directly controlled by marketers, understanding of their
impact is essential as marketing mix strategies can be developed to appeal to the
preferences of the target market.
The focus of traditional marketing communications approach is primarily to make or
complete transaction whereas IMC focuses on a longer term objective, ie, building long
lasting relationships. It is not merely focus on just completing one time transactions, but
nourishes relationships for longer term profitability and business opportunities.
The focus of IMC is on all the stakeholders, rather than just customer, as in the case of
traditional marketing communications.
Another major difference between the IMC and the traditional communication is that
IMC must, in some way, impact the behavior of the target audience. It does not mean
that traditional communication do not influence behavior. In fact they do, especially
direct marketing and sales promotion. The major difference is that IMC is planned,
developed, executed, and evaluated with affecting one specific consumer behavior in
mind, the process of making purchase now or in future.
Another difference between IMC measurement and traditional communication program,
is that the behavior of the prospect is a vital factor in developing the next wave of IMC
programs. The concept of IMC means a long-term synchronization of messages and
Traditional marketing is more focused on making product/ service related claims,
whereas IMC strongly highlights and puts forth Corporate mission and vision.

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