on the internet
Shultz and Kitchen (2000) noted that definition
of Integrated Marketing Communication is
changing in the 21st. For example, they showed
one of the early definition as follows:
IMC is a concept of marketing communication
planning that recognizes the added value
of a comprehensive plan that evaluates the
strategic role of a number of communication
disciplines (for example, general advertising,
direct response, sales promotion, and public
relations) and combines these disciplines
to provide clarity, consistency and maximum
communication impact.
They also mentioned about four stages in
IMC development, 1st stage; Tactical coordination
of marketing communication, 2nd stage; Redefining
the scope of marketing communication, 3rd
stage; Application of information technology,
4th stage; Financial and strategic integration.
The above definition is said to be closely
linked with 1st and 2nd stages. They pointed
that IMC is no longer the tactical integration
of promotional elements, nor adaptation an
outside-in perspective.
source:Shultz and Kitchen, Comminicating Globally. NTC, 2000
What will be IMC in the 21st century? Their
new definition is as follows:
IMC is a strategic business process used
to plan, develop, execute and evaluate coordinated
measurable, persuasive brand communication
programs over time with consumers, prospects,
and other targeted, relevant external and
internal audiences.
This definition is linked with 3rd and 4th
stage of IMC. They added. "Empirical
studies in relation to clearly segmented
target markets and publics need to be carried
out to ascertain and measure brand image.
Results need to be measured in behavioral,
not just attitudinal, terms." Internet
will be important factor in IMC without doubt.
After reading new definition of IMC, tactical
coordination of marketing communication seems
to be not enough. But if we want more information
about some product or service which we saw
on traditional media, internet will be a
convenient tool. For some kind of products,
we can get virtual trial on the internet.
Of course we can order and pay on the internet.
We sometimes get additional premium when
we order through internet.
From my personal experience, I dare say that
to order something through internet is very
easy and trustworthy for someone who has
disability to listen and speak foreign language.
If a company provides 1-800 number on their
traditional advertising, I will search for
its web site. On the internet, I can take
a lot of time to study and select not bothering
anybody. For the companies which is developing
globally, internet is better than telephone
or fax because it receive orders in one standardized
format. Communication tool for disabled will
be easy to use for everybody.
