New integrated marketing

Author: Don Schultz
Publisher:
Publish Date: 2004-01-01
Features: This will be the most important marketing textbook you will ever read. It identifies the evolution of today's market and tells us how to succeed under new market rules. The book is significant because it advocates revolutionary, undeniable, and feasible theories. Integrated Marketing Communications (IMC)! What is it? Who needs it? How to implement it? Does it exist in reality? We will answer these questions in this book. We will discuss the impact of IMC on the relationship between marketers, agencies, and media, as well as how IMC changes compensation systems to adapt to the recombination of these three fundamental organizational relationships. So, what exactly is IMC? It treats factors such as advertising, public relations, promotions, consumer purchasing behavior, employee communication, and others—once viewed in isolation—as a whole. IMC recombines communication methods so that consumers see the same message from different sources. Professional communicators have long tried to please consumers by calling all these factors "advertising" or "public relations." Now, they recognize that they are all part of a whole—the whole that consumers see or hear. IMC believes that whether a consumer buys depends on what they see, hear, and feel, rather than the marketer's product or service. This means marketers must encourage consumer response, rather than performing a solo act. It also means that communication performance can be measured, rather than relying on reader evaluations or memory. Performance focuses on return on investment, not just budget spending. IMC is exciting and is playing its rightful role. As agencies, media, and clients have come to realize, IMC is unavoidable. Finally, keep reading!