Describe the basic philosophy underlying integrated marketing ...

[mrsjacobs44]

Describe the basic philosophy underlying integrated marketing communications (IMC), and discuss reasons why firms have not practiced IMC all along and why there is a reluctance to change.

Question 2

In case analysis, cases that reflect extremes of behavior are bad candidates for study.
 a. True
  b. False
 Indicate whether the statement is true or false

[Chou]

Answer to Question 1

The philosophy underlying IMC is the careful coordination of a brand's sundry marketing communications elements. The reasons firms have not practiced IMC all along include: (1) organizations have handled advertising, sales promotions, point-of-purchase displays, and other communication tools as virtually separate practices because different units within organizations have specialized in separate aspects of marketing communications and (2) outside suppliers (i.e., advertising agencies, PR agencies, and sales promotion agencies) also have tended to specialize in single facets of marketing communications rather than possess expertise across the board.

There has been a reluctance to change from this single-function, specialist model due to managerial parochialism (e.g., advertising people sometimes view the world exclusively from an advertising perspective and are blind to other communication traditions) and for fear that change might lead to budget cutbacks in their areas of control and reductions in their authority and power. Agencies also have resisted change due to reluctance to broaden their function beyond the one aspect of marketing communications in which they have developed expertise and built their reputations.

Answer to Question 2

False

[mrsjacobs44]

Excellent

[Zebsrer]

TYSM