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International Marketing Communications

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Integrated Marketing Communications

Integrated Marketing Communications


"Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost" (Clow and Baack, 2004). XYZ, Inc. is launching a new hybrid technology vehicle, the Phantom, into the Canadian market. To manage and market this product correctly, XYZ must take advantage of an IMC program and specifically target the advertising, promotion, and integration components with a focus on consumers, cost, convenience, and communication. Additionally, an identification of the political, cultural, and social influences in relation to the marketing communication mix will be discussed.


Advertising is an important component that incorporates a product's message, media, and audience. "Many appeals can be used, including those oriented toward fear, humor, sex, music, and logic. These should be conveyed by attractive, credible, likable, and authoritative sources. Advertising must reinforce or project a specific brand and firm image, which evolves out of the marketing plan at the center of the IMC process" (Clow and Baack, 2004).

Hybrid technology is fairly new and will need a resilient advertising campaign to set a proper foundation for those unfamiliar with the technology. XYZ's ad campaign can primarily use U.S. standards while remembering that Canadian cars are different from U.S. models because of the use of a different metric system. Cars are furnished with a speedometer reading in kilometers rather than miles. Odometers are calculated in the same fashion. Another factor will be abiding by the Advertising Standards of Canada (ASC). These standards have been in place for more than 40 years and promote acceptable advertising within the country. This process will afford XYZ the ability to keep a constant theme throughout the world while adapting to Canada's standards.

Promotional Tools

The next component "includes the more traditional marketing elements of trade promotions, consumer promotions, and personal selling. The goal is to fully integrate all communications so that advertising messages are repeated and reinforced by the sales staff" (Clow and Baack, 2004).

As in many countries, Canada continues to grow in the use of automobiles by consumers. Railways have typically been the in the forefront of Canada's transportation system, but the new 'Phantom' should be widely accepted through promotional strategies. XYZ will need to generate a common theme that can be used by all promotional venues. Promoting strength in the economy of the Phantom will aid the campaign whether personal selling or through trade promotions.

Integration Tools

A couple of integration tools necessary for a successful campaign are evaluation and adhesion. "A promotional evaluation process holds everything together and drives the entire IMC process as much as does developing the core business plan. Fully integrated marketing requires a careful linkage between planning and evaluation processes; one cannot occur without the other" (Clow and Baack, 2004). Success can never be gauged without evaluating the outcomes of the previous steps. XYZ will need to carefully monitor advertising and promotional consumer feedback and make necessary adjustments along the way.

Adhesion involves the collaboration of all departments playing a role in the integrated marketing campaign. Departments must work together seamlessly with the customer in mind in order to successfully meet the needs of that consumer. As advertising and promotions are underway; cost, convenience, and communication must also be taken into consideration for the desired messages to be conveyed to the consumers.

Political, Cultural, and Social Influences

When marketing internationally; political, cultural, and social



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