Corporate Image
:
A company's corporate image sums up the publicly established
characteristics of the business. This includes what the company claims it does
best (known as core competencies), logos, policies and company culture
Branding: Brands are the names generally associated with a product, group of
products or a company. A brand name is meant to evoke a certain set of thoughts
and feelings in consumers, and businesses can charge more for successful
brand-name products. IMC creates branding and is aided by existing branding.
Market Segmentation: Market segments are sets of consumers grouped
together because of similar needs, demographics, behaviors or characteristics.
Marketers research segments to determine what types of products and messages
appeal to them.
Advertising: Crafting advertising
messages to reach the target segment is essential to IMC plans. Different types
of messages match up with the corporate image, branding and market segment
preferences. Advertising may use elements such as humor, fear and taste to
appeal to audiences.
Media Selection: Markets must select the type of advertising mediums that will best
feature the IMC and brand messages. Possible mediums include magazines,
websites, radio and television. Media selection also involves determining the
market segment's preferred mediums.
Promotional Tools: IMC uses consumer promotional tools to enhance
branding and attract market segments. Coupons, rebates, sales and bonus packs
are examples of promotional tools. Other promotional tools include contests,
sweepstakes and free samples.
Customer Relationship Management: Customer relationship management (CRM) programs are
designed to instill long-term loyalty in existing customers. CRM tactics
include commitment to excellent customer service and keeping a record of
current customers .
Public Relations: Public relations protects the brand and corporate image by creating
publicity that builds a positive impression of the company and by reducing the
impact of negative events related to the business.