Marketing essay on: Integrated Marketing Communication

All companies engage in some form of marketing communication via various means such as Media (TV, Radio, and Magazine etc), Place advertising (Billboards, Posters, Transit and Cinema ads), event marketing, trade marketing and personal selling etc. Over the years, Marketers realised that using only one form of communication is not effective, since it is incapable of reaching the entire target market. This is how integrated marketing communication came into picture; now, marketing a product involves using many forms in unison to achieve the desired result. The benefits of IMC can be best illustrated with Mountain Dew’s example.

Mountain Dew is one of the most popular drinks across the globe; the marketers of this soft drink have successfully established it as a brand which stands for fun, exhilaration and energy. The brand was consistently promoted in TV commercials, radio, magazines, and billboards etc. To further promote its popularity, the company took up event marketing, wherein Mountain Dew sponsored many sports competition and even held events of its own where items like t-shirts, caps and mountain bikes were distributed. Mountain Dew’s success as a brand is solely the result of aggressive integrated marketing; the company left no stone unturned to connect with the customers.   (Shimp, 2010)

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