Role and Function of IMC

This essay will be focusing on reviewing the role and function of IMC in the development of communications aimed at reaching the ethical consumer.

Introduction

IMC has been around for many years and continues to develop and progress within many business organisations today, it has been and continues to be an integral form of a communication tool for a range of Advertising agencies and marketing companies in which they take on broad very seriously.  

Over the years there have been many definitions of what IMC is Schultz and Schultz (2003) have Define IMC as a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences” Duncan (2002) say that IMC is a process for managing the customer relationship that drive the brand value specially. It is a cross functional process for creating and nourishing profitable relationships with customers and stakeholders by strategically controlling or influencing all messages sent to those groups and encouraging data driven, purposeful dialogue with them. Shimp (2000) defines IMC as an organisation’s unified, coordinated effort to promote a brand concept through the use of multiple communications tools that “speak with a single voice”

Main Body

Mostly everyone in today’s society is influenced to some degree by advertising and other forms of promotion, organisation that are both in the private and public sectors that have understood and learned the ability to communicate effectively and efficiently within their chosen target audiences which is a critical factor to their success.   Advertising and other types of promotional messages are used to sell products and services as well as to promote causes and to deal with various other societal problems. Their have been a massive change within the field of advertising and promotions with...