Critical Evaluation of Current Integrated Marketing Communications Essay - 2

Critical Evaluation of Current Integrated Marketing Communications Practice - Essay Example d sales promotions as well as the people with intention to have a major positive effect on the people decision and perception when they are combined together. IMC is also referred to as â€Å"a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered on the customer† (JIMC, 2011). It is done in a way that allows one medium’s weakness to be offset by the strength of another medium it is used together with. This process according to the journal of integrated marketing process emphasizes that customer prospects should be identified and assessed so that messages are tailored towards such customers in a way that is profitable and can allow for evaluation of its success to minimize waste. This, they propose can be done in five steps beginning with customer identification from behavioral data, evaluation of customer prospects, creating and delivering messages and incentives, estimating returns on customer investment and finally to budgeting, allocation, evaluation and recycling. The process is cyclic. This paper is going to look into how Ford motor vehicle manufacturer has been if true been using IMC to do its marketing while reflecting on the impact of this marketing tool to the overall strategic goals of the company. It is also going to look into the company’s success story from the use of this marketing strategy. Ford’s business strategy is based on its plan which was adopted in 2007 and has guided the company since then (Ford, 2014). It is indeed true that Ford motor company is adopting the use of integrated marketing communication as a strategy of winning more customers and increasing their market presence and revenue in overall. According to the definitions of the integrated marketing and communications discussed above, it is possible for a company to succeed in it by creating their strategy from the basis of their business while centering on the customer