#3. Discuss how integrated marketing communications differs from traditional advertising and promotion. What are some of the reasons more marketers are taking an IMC perspective to their advertising and promotional programs?
The importance of IMC tactics stems from advertising and promotional strategies becoming more integral in today's "social and economic systems." Due to this reason, more and more consumers are becoming aware of the images, media, and advertising around them and they are paying attention to the messages behind all of it.
Regarding my blogging project, advertising that centers around the negative portrayals of women, women's bodies/minds/etc., can have a negative impact on young and adolescent girls who are exposed to this advertising daily. The interesting part of this advertising is that the target audience for these sexist ads may be older males or another demographic but the message is actually affecting the opposite demographic. Integrated marketing communications focuses on offering various marketing strategies all at once so that the message the product or service is attempting to deliver can be as clear and precise as possible.
Marketers prefer IMC tactics over traditional strategies because it offers more value to the message behind the product/service. IMC tactics focus primarily on the evolution of technology and the usage of the Internet as a main form of advertising because consumers use that as their primary source of getting information. A new form of marketing called micro-marketing has also developed, wiping out the idea of sending out the message of many just to persuade a few. Now, marketers are focusing on smaller groups of people to get a message across for a product in hopes of incrementally persuading people through media-based advertising.
Using a focal idea, such as images of women in advertising, will provide consistency to your blog. This may attract readers, particularly those who also share an interest in your theme. I look forward to reading more of your work, as you integrate your common theme within the context of the coursework.
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