Author Question: Discuss reasons why firms have not practiced integrated marketing communications (IMC) all along and ... (Read 106 times)

Alainaaa8 · **on:** Jun 29, 2018

Discuss reasons why firms have not practiced integrated marketing communications (IMC) all along and why there is a reluctance to change.

Question 2

List the primary tools of marketing communications.

ndhahbi · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

Organizations traditionally have handled advertising, sales promotions, mobile advertising, social media, and other communication tools as virtually separate practices and organizational units rather than having generalized knowledge and experience across all tools. Furthermore, outside suppliers (such as advertising agencies, public relations agencies, social media firms, and sales promotion agencies) also have tended to specialize in single facets of marketing communications rather than to possess expertise across the board. There has been a reluctance to change from this single-function, specialist model due to managerial parochialism and for fear that change might lead to budget cutbacks in their areas of control, and reductions in their authority, perceived expertise, and power.

Answer to Question 2

The primary tools of marketing communications include media advertising (e.g., TV, radio, magazines, newspapers); direct response advertising (e.g., direct mail, telephone solicitation, online advertising); place advertising (e.g., billboards and bulletins, posters, transit ads, cinema ads); store signage and point-of-purchase advertising (e.g., external store signs, in-store shelf signs, shopping cart ads, in-store radio and TV); trade- and consumer-oriented promotions (e.g., trade deals and buying allowances, display and advertising allowances, trade shows, cooperative advertising, samples, coupons, premiums, refunds/rebates, contests/sweepstakes, promotional games, bonus packs, price-off deals); event marketing and sponsorships (e.g., sponsorship of sporting events, arts, fairs, festivals, and causes); marketing-oriented public relations and publicity; personal selling; social media (e.g., Facebook, Twitter, Pinterest, Snapchat, Instagram, LinkedIn, YouTube); and digital marketing (e.g., mobile advertising, placed-based applications, and search engine marketing).