Integrated Marketing Communication Program for Zamda Motors Research Paper

Integrated Marketing Communication Program for Zamda Motors - Research Paper modelingIntegrated merchandise communicating is the performance of developing and implementing various forms of persuasive communication programs with customers and prospects with a get wind to influence and directly affects the behavior selected market audience (Percy, p. 6). IMC refers to a careful coordination of various promotional pass ons including traditionalistic advertising, sales promotions, personal selling, event marketing, public relation etc for marketing a particular product or service with a basic objective of maintaining consistency in information to be conveyed to the prospective customers. Yeshin (p. 14) show that the underlying requirement of integrated marketing communication is to ensure maximum consistency in kernel being communicated to the public as it forces all aspects of communication programs to deliver a single-minded and unified message to the audience. Weiss stressed t hat the marketer needs to have graphic consistency and message consistency throughout any communication emanating from his organization. Integrated marketing communication is a strategic tool that helps a marketer plan, excogitation and develop coordinated, systematic and measurable brand communication program with customers, employees and other important stakeholders to ensure footling term financial benefits as well as long term brand value. Marketing fluff and IMC In an attempt to prepare an IMC project for Zamda motors, it is worth explaining the concepts of marketing mix to illustrate how various marketing elements of the company are coordinated. Traditionally, the marketing mix comprises of four marketing elements product, price, place and promotion. Many literatures have suggested adding people, process and physical evidence (Palmer, p. 259). IMC is related to the promotion mix of marketing mix. Promotion, the fourth element of marketing mix, consists of louvre sub-eleme nts they are advertising, consumer promotions, personal selling, direct marketing and public relation. While planning for an effective marketing communication program, it is highly important to consider evaluating all the four marketing mix and sub-elements of the company in enunciate to carefully coordinate the message to be conveyed to the targeted audience.