Strategy in Integrated Marketing Communication

The content discusses the concept of Integrated Marketing Communication (IMC) as a vital component of an organization's brand equity strategy. It highlights the importance of strategically developed marketing communication in contributing to brand awareness and image, and defines IMC as a set of procedures for developing, planning, evaluating, and executing persuasive communication programs. The article also emphasizes the need for creativity, target audience identification, and top management support to formulate an effective IMC strategy.

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Strategy in IMC
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Strategy in Integrated Marketing Communication
Integrated marketing communication has become widely used in many organizations
worldwide and has penetrated various levels in organizations. Integrated marketing
communication has grown to become an essential part of a brand strategy which needs vast
activities for development within the company before commencing any brand external brand
communication endeavours.
An article by Madhavaram, Badrinarayanan, and McDonald (2005) tries to explain
integrated marketing communications as a vital component of an organization’s brand equity
strategy. According to Madhavaram, Badrinarayanan and McDonald (2005), IMC that is
strategically oriented can assist a company to gain a competitive edge. A marketing
communication that is strategically developed contributes significantly to brand equity
(Madhavaram, Badrinarayanan and McDonald, 2005). If IMC is done effectively, it helps in
formulating brand awareness and which would likely result in a positive image.
Madhavaram, Badrinarayanan, and McDonald (2005) define integrated marketing
communication strategy as a set of procedures which include development, planning,
evaluation and execution of well organized and persuasive communication programs with
clients, potentials, employees and other stakeholders, both internal and external. An
integrated marketing communication forms an important part of brand equity strategy.
To formulate an effective IMC, the first step, according to Madhavaram,
Badrinarayanan, and McDonald (2005), is to identify goals for the marketing campaign and
the potential limitations. Defining a target audience is an important aspect developing an
IMC strategy. It is always crucial to have an audience that is accessible, profitable and who
are receptive to the brand (Madhavaram, Badrinarayanan and McDonald, 2005). Creativity is
essential in developing a strategy. For an IMF strategy to work, it must receive support from

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the top management (Madhavaram, Badrinarayanan and McDonald, 2005). A brand strategy
must portray the accurate picture of a company.

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Reference
Madhavaram, S., Badrinarayanan, V., & McDonald, R. E. (2005). Integrated marketing
communication (IMC) and brand identity as critical components of brand equity
strategy: A conceptual framework and research propositions. Journal of advertising,
34(4), 69-80.

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