Marketing communication is usually considered to be an element of the marketing mix, namely promotion. But in its development, marketing communications have a wider role, not only limited to promotion but covers the integration of marketing instruments which serve to convey the value within a brand to the customer’s mind. Integrated Marketing Communication (IMC) is a process for analyzing, designing, developing, and evaluating the delivery of a brand’s value through collaborative relationships with customers to form a strong bond. IMC includes advertising, sales promotion, event, mass communication, personal selling, direct marketing, and word-of-mouth.
IMC plays a role in defining the target of communication, which will submit value, consistency and their interrelationships, resource allocation, selection of appropriate media, synergize each other and measure their impact on the achievement of corporate marketing communications. IMC does not only use all the marketing tools but also choose the right tools while effectively and mutually reinforcing so that the allocation of resources can be fully optimized.
The phenomenon of the development of marketing world is clearly seen through increased consumer segmentation by psychographics and higher standards of customer satisfaction, which drives the communications media that attempt to reach new customers more effectively. Marketing communication is no longer just above the line and below the line, but also offline and online. Measurement of the effectiveness of marketing strategy begins to be judged on the basis of the financial impact of a series of activities undertaken. The business competition is increasing, so that business person must constantly think about the use of marketing resources optimally through a kind of marketing activities that are selected and integrated, and have a major impact to increase sales and profitability with the lowest possible budget. Thus, the integrated marketing communication will positively affect the company’s survival.