Wednesday, February 25, 2009

Consistency of Messages In Integrated Marketing

In integrated marketing, all copy is written or edited centrally. Although technical information will vary by product or service, each publication, campaign or marketing communication will include ‘positioning’ messages that stress generic customer benefits such as quality of service, customer focus, corporate strength and other key factors. This consistency is impossible when copy is produced separately for advertisements, direct mail, product literature, etc. Integrated marketing will ensure that every form of customer contact reinforces the customer’s positive perception of the company.
Visual standards also help to reinforce the consistency of integrated communications. By imposing corporate design standards on all promotional material and utilizing key visual elements on advertisements and all other communications material, a company can reinforce the visual identity. A corporate identity is a major investment for any company, but it pays for itself in increased recognition and stronger perceptions. Integrated marketing reinforces the benefits of a corporate identity programmed by applying it to all media and ensuring that the company is immediately recognized. Different products, different campaigns, information from separate divisions can all be co-ordinate by introducing consistent messages.

43 comments:

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    Randy
    randydavis387 at gmail.com

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    ReplyDelete