A Study on Essence of Integrated Marketing Communication (IMC) for Organisations in Indian Context

Authors

  • Kumardatt Ganjre Director

Keywords:

Integrated Marketing Communication, Advertising, Covert Advertising

Abstract

Integrated Marketing Communication (IMC) is an approach with the fundamental Nature of communicating the essentials of the Organisation to the Internal & External Customers. IMC in the acceptable Organisational Parlance may be considered as the process for Planning, Executing and Monitoring the brand messages that create customer relationships. IMC is directly related to the promotional aspect of the Organisations. A huge proportion of Investment today is directed towards Advertising & Sales promotion in the Organisations. The Advertisements (Ads) today ranges right from the Innovative Technological Ads to the risk of investing in Social Ads, from an Ad showcasing the regular Models in the Ads to the Ads that are dependent on the name & fame of Celebrities. Advertisement apportionment today depends on the kind of Ad one needs to come up with to engage the customer. In 2010, total ad expenditure in India amounted to 5.35 billion U.S. dollars (www.statista.com). Digital advertising today plays a leading role in reaching to masses especially in urban sector. In 2012, the spending towards Digital advertising amounted to 22.6 billion Indian rupees and it is expected to reach 29.4 billion by the end of fiscal year 2013 (www.statista.com). The Advertising revenue is all set to grow by 11.9 per cent in 2014. These huge investments backed by the aspirations of the Organisations make it very imperative to monitor the promotional quotient of the Organisation. IMC hence becomes a significant approach for every Organisation. IMC helps in creating awareness among the potential customers, keeping intact the present customers and ensuring that the foresightedness of the Organisation is maintained. IMC integrates the thoughts of the Organisation with the aspirations of the stakeholders. The author through this Paper has made an attempt to explore the IMC practices at the Organisations in the Indian Context. The Paper discusses the changing trends in the Indian Market with respect to the Marketing Communication. In the light of the objectives set for the study, the paper would sum up with recommendations through the paper that would serve as literature for future studies.

Published

2019-07-15

How to Cite

Ganjre, K. (2019). A Study on Essence of Integrated Marketing Communication (IMC) for Organisations in Indian Context. NOLEGEIN-Journal of Advertising and Brand Management, 2(1), 1–9. Retrieved from https://mbajournals.in/index.php/JoABM/article/view/334