OverviewIn the marketing world there is more than one way a company can market their product or service. In this essay I will discuss 2 of the ways and compare and contrast the difference of Integrated Marketing Communications (IMC) and Traditional Marketing. Integrated Marketing Communication is a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation (Lake, 2009). Traditional Marketing consists of the 4 p's which marketers have to consider before offering a service or launching a product. The 4p's stands for Product, Price, Promotion and Placement. Traditional marketing is company-focused and product based. Unlike IMC, traditional marketing is more focused on maintaining the brand of the company where as IMC is more focused on the consumers insights.
Relationship between IMC processed and marketing strategy in profit and non-for-profit organizations.
The IMC process and marketing strategy for a profit organization and a non-for-profit organization are similar in various ways. Both organizations have a marketing plan to market their business. A profit organization mainly use an IMC campaign to market their product or services that will be offered. The company must build a brand for their name, and define their target market.
While non-for-profit organizations do not sell products, the organization must sell the organization mission, programs and services offered. Non-for-profit organizations must build a brand to maintain a steady business. Non-for-profit organizations should define their target audiences and outline strategic plans that will best use limited resources to meet organizational goals and objectives. The marketing strategies are slightly different from a profit organization.
Although the profit and non-for-profit organizations differ in the way the companies market the business. Both organizations should still use...