Integrated Marketing Comm

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Index

Executive Summary

The purpose of this proposal is to bring awareness the importance of the use of internet and interactive media in an IMC program. In our societies today, internet has become overly empowered in everyone’s lives. Using internet connects people all around the world faster and easier where people living in different parts of the world can interact and even share ideas.

Internet and interactive media do not only play big roles for people, but also for companies who seeks to have a clear connection with their customers. Social media and the use of internet have opened a clear path for marketers to reach their target customers easier and more efficiently. Therefore this paper discusses firstly why companies should use internet and interactive media in their IMC program and secondly, how they should use it along with advantages and disadvantages of using interactive media. The paper will also use certain businesses that made a good use of internet and interactive media in their IMC program while also giving recommendations and techniques on how a newly launched business should make use of internet and interactive media in their integrated marketing communication program.

Integrated Marketing Communication Program

Before we start our discussion on the use of internet and interactive media in IMC program, we need to understand some key concepts about Intergrated Marketing Communication(IMC). According to the book, IMC is a “strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences” (Belch 29).

With the introduction of internet in our lives, the traditional media mass started losing its audience. People engaged more on online media. Because individuals were more interactive with internet and interactive media than they used to be with...