A3 The importance of Integrated Marketing Communications
Integrated marketing communications is the practice of coordinating a brand message across all forms of communication a brand has with their target consumer. This may involve using the same logos, language, images and style from packaging to billboard ads. Marketers may consider
Consistency of promotional activities
Consistency with other elements of the promotional mix
Consistency of promotional activities allows different forms of communication to support each other in the delivery of a consistent message. Customers are exposed to thousands of marketing messages from many brands on a daily basis and often may not pay too much attention to individual messages. By having consistency across all messages, a brand can gradually build familiarity. For example, a shampoo brand may have a TV ad and a billboard with the same colours, slogan and style that a customer sees on a regular basis. When the customer sees the shampoo bottle in a supermarket with the same colours, slogan and style, they are already familiar with it which builds trust.
Consistency of other elements of the marketing mix can further reinforce a consistent brand message. Consider what a price communicates. A high price creates an expectation of a high quality product. Is that in line with the rest of the marketing communications strategy? How about a low price as a selling point? Does that need to be communicated to your consumers? Consider the place of sale of a product. Is it suitable and convenient for your target market? What is the perception of the retailers you use? Does the product stand out in the place of purchase? Does the rest of your campaign lead the customer to the place of purchase? Consider what you need to communicate about your product. Do you need to demonstrate its use? Have you communicated the product benefits? Do customers need to see the packaging of the product in adverts so they can easily find it when shopping?
