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Optimizing the Integrated Marketing Communications (IMC) strategy: analyzing the effects of IMC toward brand awareness and product sales

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IMC stands for Integrated Marketing Communications. It is a promotional activity to produce a unified, customer-focused promotional message. The tools of IMC include sales promotion, advertising, direct selling, personal selling and public relation. IMC connects the company and its customers. Customers would not know the existence of a product if there is no marketing communication, where companies notify and promote their product to their segmented customers. A good IMC strategy will lead the company to better customer brand awareness and eventually affected the product sales. In Indonesia, printed media industry is considered as one of the toughest industry. A great number of players in printed media industry with an aggressive performance make it even more competitive and demanding. Each of them has their own strengths and offers a great number of benefits for the customers. Therefore, companies must survive in this tough competition by optimizing their marketing communications program and implementation as well as delivering a good quality product and its benefits consistently. Moreover, companies have to evaluate and maintain their IMC performance so that companies are able to execute a better marketing communications strategy.

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Availability

B00398

(wh)

Available

Detail Information

Series Title

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Call Number

398

Publisher

: Swiss German University., 2008

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

IBA

Specific Detail Info

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Statement of Responsibility

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