Difference Between IMC and Promotional Mix

Thekey differencebetween IMC and promotional mix is thatIMC refers to conveying the brand message to create a positive and strong impression on customers while promotional mix refers to the blend of marketing elements to promote business.

IMC and promotional mix are very important concepts in marketing. Both concepts will help business organizations to interact with customers.

内容

1.Overview and Key Difference
2.What is Promotional Mix
3.What is IMC
4.Similarities Between IMC and Promotional Mix
5.Side by Side Comparison – IMC vs Promotional Mix in Tabular Form
6.概括

What is IMC?

IMC stands forIntegrated Marketing Communications。It is a strategic, collective and promotional business approach in which a targeted audience feels constant influential and strong brand messaging. It delivers a lot of benefits even though it may require a lot of effort. Moreover, IMC can create a competitive advantage over its competitors, enhance sales and profits while saving money, time and stress. IMC helps buyers in various stages of the buying process.

企业同时结合其形象，建立对话并通过IMC培养与客户的关系。基本上，一致的清晰图像将向目标客户传达强大的信息，而不是其他成千上万的商业声音。此外，这将有助于通过提高沟通效率来增加利润。此外，广告和直接电子邮件中共享的图像将提高产品意识和购买的用途。因此，IMC可以通过在几种通信方法中扩展消息来增加销售，从而为客户提供更多的机会，使客户意识到，挑衅并最终购买产品或服务。此外，与客户的一致沟通将建立长期的关系并创造客户忠诚度。

促销组合是什么?

Promotional mix refers to several promotional tools used by a business to create, maintain and grow the demand for goods and services. Promotion mix is the amalgamation ofadvertising,personal selling, sales promotion,public relations和直销。这些被称为促销混合物的元素。因此，企业可以根据产品或服务的性质以及业务的整体目标使用促销组合的任何工具。此外，这是一系列有组织的活动，以与买家互动。例如，提出演讲以提高对产品规范的认识，将有助于公司与客户互动。

Furthermore, to have the right mix, marketing consultants should have an idea about several things. They include an effective way to inform the audience, marketing method, promotion efforts and marketing budget.

有什么相似之处Between IMC and Promotional Mix?

• IMC and promotion mix are closely related to marketing concepts.
• Both concepts will help business organizations to interact with customers.
• Furthermore, the primary aim of both is to inform or remind the customer about the product or service and finally to make a purchase.
• Moreover, IMC involves co-ordinating the firm’s promotional mix (communication elements – advertising, sales promotions, personal selling, public relations (PR) & direct/online marketing) to communicate a crystal clear, consistent brand message.

IMC和促销组合有什么区别？

IMC和促销组合之间的关键区别在于，IMC是指向目标受众传达品牌信息以吸引客户进行购买，而促销组合是指广告，个人销售，销售，促销，公共关系和直接营销的整合以吸引目标购买的受众。此外，IMC不参与销售，而促销组合可能涉及通过促销销售。

Moreover, effective selection of promotion method is important in the promotional mix, whereas effective communication is important in IMC. Also, effective IMC will create long-lasting relationships with customers than a promotional mix. Besides, IMC is more concerned with delivering product or service awareness while promotion mix is more concerned with selling products or services using a valid mix.

概括– IMC vs Promotional Mix

The primary objective of both concepts is to inform and remind the customer about the product or service and to make a purchase. The key difference between IMC and promotional mix is that IMC can be introduced as a strategic, collective and promotional business approach in which a targeted audience feels constant, influential and strong brand messaging whereas promotional mix can be introduced as integration of advertising, personal selling, sales promotion, public relations and direct marketing to lure target audience for purchases.

Reference:

1.“综合营销传播”。多媒体营销，2019年7月18日，Available here。
2. Blunt, Lanee’. “What Is the Difference Between a Marketing Mix & a Promotional Mix?” Small Business – Chron.com, 21 Nov. 2017,Available here。

Image Courtesy:

1.“您从未听说过的3种营销策略”乔山羊农民（CC由2.0）viaFlickr