We discussed in class on how social media platforms have facilitated a more desired and sustainable way of building a positive brand image and promoting a favorable corporate reputation. IMC is seen as a “marriage” between marketing and public relation(PR) function of a company. From the discussion, I am still unclear on how IMC would be able to deliver the sales objective that marketing function pursues. It seems to me that IMC is just a substitute to PR as it focuses on forging a strong positive brand. More specifically, to what extent does IMC incorporate marketing function of a company? As evident in Blendtec’s successful IMC campaign, there is no element of sales/profit is used as parameter. Blendtec’s IMC success is mainly due to its ability to engage stakeholder, build relationship mechanism and provide platform for dual communication.
Furthermore, how can we able to distinguish an IMC campaign from just a traditional marketing advertisement? Would the fact that IMC campaigns are placed in social media platforms and are digital allow us to distinguish them?
I would appreciate any inputs and views that you guys have on these issues. Thank you very much!