Mark as Unread Discussion 2 Kristin Blades Email this Author 5/25/2016 8:21:25 PM

Where do the IMC communications tactics fit within the marketing management flow chart and why? Marketing tactics fit in the marketing management flow chart after a strategy has been developed. The reason why is because they are very specific. “Tactics need to delineate who, when, how, where, and why the marketing program is to be offered to the market” (Ogden & Ogden, 2014, Sec. 2.6, para 2). Making every department work together creating synergy.

Why is it necessary to create integration and consistency with current and potential customers? It is necessary to create integration and consistency with current and potential customers because an organization or company would like to grow and expand. For example, if there is mom and pop shop that sells the essentials, no big names, but it remains in business. In order for their shop to grow, they may want to consider branding. Bringing in a brand name, while keeping the essentials, will attract new customers while keeping the current customers happy. This will require repeatedly developing objectives, strategy, and tactics to bring in the brand. “It may be a good idea for a company to hold a company-wide meeting where the branding campaign can be shown with time for input, questions, and answers” (Ogden & Ogden, 2014, Sec. 10.4, para 20). Implementing the brand will integrate the current and potential customers by keeping what they had and offering more.

Ogden, J. R., & Ogden, D. T. (2014). Integrated Marketing Communications: Advertising, Public Relations, and More. San Diego, CA: Bridgepoint Education, Inc.