24-06-2014, 12:03 PM
Definition of IMC
Integrated Marketing.ppt (Size: 47 KB / Downloads: 72)
Inadequacies
It however lacked things like measurability and quantification analysis, drive for result, consumer orientation, aspects of creativity, cost-efectiveness, cost-efficiency, and interactivity (Kitchen and Schultz, 1999).
There is an exclusion of consumers and no guidelines to how effectiveness might be achieved. (Duncan and Gaywood, 1996)
Is IMC only about the use of multiple communication disciplines?
Lack of references on consumers, prospects, etc..
It is problematic that the definition does not include measurement issues!
Does not take the outside-in perspective into account. – messages can be both controlled and uncontrolled.
-The term control used might suggest a one-way viewpoint.
It does not mention any means of channels or communication you might use to obtain ”Encouraging purposefull dialogue”.
The aspects of measurability and evaluation of IMC programmes are not explicitly mentioned.
Definition of 1992: ”The strategic coordination of all mesages and media used by an organization to collectively influence its percieved brand value.”
The revised definition of 1994: ”IMC is the process of strategically controlling or influencing all messagess and encouraging purposeful dialogue to create and nourish profitable relationships with customers and other stakeholders.”
This last definition by Duncan and Gaywood revised so that it would also include:
All employees, regulators and parties that come in contact with the organisation.
More emphasis on creating long-term effects by looking out for the relationship with those involved with the company.