IMC Introduction

IMC is somewhat of an ambiguous term, as it seems to have several meanings. However, one definition is the planning and ability to deliver a consistent message to the target audience. Positioning is important as it establishes a link between the brand and the need in the minds of the consumer. Two kinds of communications are promotions, which are short term tactical messages that attempt to generate consumer action, and advertising, which are strategic messages that are meant to build brand awareness and positive brand attitude. Corporate image, reputation, and identity are key elements that should produce a positive set of beliefs in the consumers mind about you or your brand. The corporate story should contain elements of relevance, responsiveness, be realistic, sustainable, and can serve as a foundational tool for consistent message communication. When developing an IMC plan, consideration should be given to the many stakeholders that have a vested interest in your product or service. IMC drives the meaning of the brand, ensures control over the brand, sustains the brand, and is ultimately the voice of the brand.