Explains the concept of integrated marketing communications (IMC), and describes reasons for the increasing importance of the

IMC perspective.

In market-based economies, consumers have learned to rely on advertising and other forms of promotion for information they can use in making purchase decisions. Advertising and sales promotion were popular and many companies and advertising and promotion spending is expected increase continuously and recognize the value and importance of advertising and other forms of marketing communications. So there is increasing importance of integrated marketing communications that play an core role in the marketing programs of companies in their efforts to communicate with and sell their products and services to consumers.

Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand

communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences. The goal is to generate both short term financial returns and build long term brand and shareholder value. This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. In developing an integrated marketing communications strategy, a company combines the various promotional-mix elements, balancing the strengths and weaknesses of each to produce and effective communications program. And advertising tools, promotional tools and integration tools are the components of integrated marketing communication. IMC process is the marketing mix that includes

different types of marketing and the marketing mix has five basic steps: detailed situation analysis, Specific marketing objectives, marketing strategy and program, implementing the marketing strategy, and a process for monitoring and evaluating performance.

Importance of IMC The IMC approach to marketing communications planning and strategy is being adopted by both large a small companies and has become popular among firms marketing consumer products and service as well as B to B marketers. As they understand the value of strategically integrating the various communications functions rather than having them operate autonomously. So if you want to effectively communicate with the audience in todays society, you need to utilize all methods of communication. Promotion uses five main tools like advertising, personal selling, sales promotion, direct selling and public relations to achieve its communications goal. IMC wraps communications around customers and helps them more through the various stages of the buying process. IMC helps the company to project a unified message and image of the company, and help to keep a strong brand image. Actually, when you see the blue oval with silver trim, you know its Ford, when you feel thirsty, you want to get a can of coca-cola, when you keep your marketing on point, every exposure builds customers recall, that is the direct benefit of IMC. If there is good preparation and implement of IMC, it avoid to waste the money as you will keep the good control and balance the spending base on IMC.

The followings is the good example of IMC: Mc Donalds is one of the worlds largest fast-food chains, in more than 120 countries around the world and more than 29000 restaurants. Since 1992, Mc Donalds rapid

develop in China, in the next few years, Mc Donalds first restaurant opened in Beijing, Tian Jin, Shanghai and Chong Qing four municipalities, and later on it has over 469 restaurant distributed in 17 province. Even Mc Donalds is the worlds leading fast food industry, it took a wide range of challenges in recent years, there are 175 restaurants in 10 Countries were closed in 2002 and it blocked the rapid expansion strategy. Mc Donalds stick to their target segment as children and household and the domestic image, it leads the brand positioning gradually aging brand. And its competitor KFC which is covering big market share as it gets their right target segment of Adult market. On the other hand, many negative effects like WTO officially announced that Mc Donalds for frying food contains a lot of cancer-causing materials, in March 2003 CPPCC member recommended that severely restricted the development of Mc Donalds and KFC. It is the difficulties for Mc Donalds keep increase revenue in long run business. In recent 10 years, the concept of marriage and childbirth of Chinese was changing and more common of late marriage and single, positioning and branding of the Mc Donalds concept to the core consumer groups from family groups to 24 to 35 years no child groups. Under the combined effects of various factors, Mc Donalds beginning to use IMC strategy to reverse to trend. In order to change this situation, in early 2002, Mc Donalds new global Chief Marketing Officer Larry Light to organize a series of IMC programme, the implementation of the Mc Donalds brand update plan. In 2003, Mc Donalds in Taiwan and Singapore, introduced the Japanese and Korean styles food series and has launched the Chicken thigh Hamburger, standardization of quality and new flavor of food, play a localization advantages and attract the local consumer. They also change the business mode, allowed the first franchise opened in Tianjin, breaking the practice of owned

open chains in Mainland China. Mc Donalds is using more than 100 multiple national joint up with group advertising and with a information for brand publicity, it gave up adhere to has decades years of happy family positioning but attention to alignment 35 age following of young consumption groups, around with cool and go its own way which is the young people respected of concept and lead Mc Donalds to be younger and trendy of image. At the same time, the stores advertising posters and employees uniform were using fashionable black be the basic color. Combined with brand advertising promotion, Mc Donalds has launched a series of ultra-cool promotion activities, for example, you will be able to get a free ice cream if you says I m loving it to waiter/ waitress, such activities are welcomed by the young people. And they increase their communication platform, Mc Donalds and M-zone are formed an alliance, the national Mc Donalds has launched a series of my sites, I like which is the traffic + fast food collaborative marketing activities. Mc Donalds also provides WIFI service in Chinese restaurant, so that consumers can enjoy fashion at a Mc Donalds restaurant in WIFI fun. To be increase the health image, Mc Donalds has contracted with Yao Ming became the global image representative, to promote the Olympic plans and activities, as well as I m loving it marketing. And they extended its partnership with Olympic organization to 2012, through this partnership, Mc Donalds allow to show the Olympic five ring flag logo on their products, they is the global marketing activities. After a series of efforts, Mc Donalds sales revenue grew by 14.9% in 2003 and sales grew 16.2% in Asia-Pacific region. JP Morgan group said in 2003 that Mc Donalds has had a great deal of change in global management, and Mc Donalds rating on the stock from General market rose to exceed market performance.

In this case, Mc Donalds planning which is the process of IMC, they defined the problem and make the research, analysis and using the marketing mix (promotion and advertising) to solve the problem. Its applied the brand advertising, collaborative marketing, global marketing, promotion in the same time and to maximize the consumer needs and take over the challenges. Its using persuasive brand communications programs over time with consumers, associates and other targeted relevant external and internal audiences. It is the benefit of IMC which is getting the financial returns and keep long run business. We didnt think that Mc Donald increase their business if it just using only promotion or advertising, it is reasons for the importance of the IMC.

Reference: http://marketing.about.com/od/marketingglossary/g/imcdef.htm http://ezinearticles.com/?Integrated-Marketing-Communication&id=5104342 http://wiki.mbalib.com/zh-tw/IMC Belch G. & Belch M, Advertising and promotion: An Integrated Marketing Communications Perspective (8th edition), McGraw-Hill International Editions