Imc Strategy

Don Schultz of Northwestern University has defined the IMC as follows :

Integrated marketing communication is strategic business 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.(Don E.Schultz,2004)

Such marketing approach use all forms of promotion to convey a consistent message and achieve maximum communication impact. It requires company to communicate with all stakeholders in a more effective and efficient way. By applying such method as ongoing strategic business process rather than take it just as a tactical integration of various communication activities, the synergy effect may be realized.

Marketing strategy is the decision being made about how to plan and coordinate the limited resources, when employing the marketing mix elements, to achieve a desired result in the markets served. ( Kotler, Adam, Denize & Armstrong, 2008)

1.2. The role IMC played in the marketing strategy

The primary role of IMC in marketing strategy can be taken as promotion to customers and the trade to build and maintain brand and image. As brand expert Kevin Keller suggested,"building and properly managing brand equity has become a priority for companies of all sizes, in all types of industries, in all types of markets." (Kevin Lane Keller,2000) As the building and sustaining of brand equity is essential to the survive of company, the applying of IMC is to achieve well awareness, knowledge and good image of brand in a more effective and efficient way. The coordination and integration of all promotion tools may help all departments to focus on the same goal and act in the same direction to inform clear and consist emssages to customers and achieve an overall synergy effect.

1.3. Case analysis

By advertising on a wide range of media,including television, radio and megazines, the...