Using the literature about IMC Essay Example | Topics and Well Written Essays - 1250 words

Using the literature about IMC - Essay Example The report has been prepared for demonstrating various approaches towards the use of IMC tools by the marketers of low involvement and high involvement products. Its aim was to evaluate the difference in strategy generation through IMC tools by the marketers. It has been found out from the report discussion that the consumers’ perception of any product is the ultimate initiator for choosing the IMC tools. The marketers of low involvement products are less interested in using the IMC tools due to the inability of the strategy pertaining to influencing the customers while on the other hand, the marketers of high involvement products are very conscious of selecting the best IMC tools because these strategies have been proved to be effective in influencing the customers of high involvement products over a long period of time.The most important aspect of both product as well as service marketing is to create effective communication with customers. The organizations which can effect ively and efficiently communicate with their respective purposes to the customers, becomes ultimately successful in achieving the organisation’s objectives. Marketers make the most use of marketing communication tools for most effectively reaching their targeted customers. In the present times, Integrated Marketing Communication (IMC) approach has developed and the marketer presumes it to be the most effective among all other individual means of marketing communication.... trategy for Relationship Building The concept of Integrated Marketing Communication has gained its importance as an effective means of communication in the recent times due to its effective credibility of creating long term relationship with customers. According to the literature presented by Perkins and Algren (2008), marketers who have the objective of enhancing relationship with their supporters are more probable of achieving success through the use of IMC tools than those who have lesser concern for relationship building. The prospect of relationship building strategy is enhanced through successful communication of organizational aims and objectives to the customers. Communication of the aims and objectives is aimed towards creation of greater value perception of the organization among the customers. Since the strength of relationship determines an organization’s age, marketers, in the modern world are all focused on building up long term relationship with their stakeholde rs. This literature has been included in this report because this will provide a basis for further analysing the marketer’s point of view regarding marketing of low involvement and high involvement products. It can, however, be cited that relationship building is the primary objective of using IMC tools by the marketers (Perkins & Algren, 2008). IMC Tools Used by Marketers of Low-Involvement Products Kitchen and Pelsmacker (2004) in their book â€Å"Integrated Marketing Communication: a Primer† have written about the fact that it does not matter as to what an advertisement provide to the people but it matters as to how the people perceive the advertisement. People are interested in spending their valuable time watching advertisements of those products only which they perceive to hold an