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Strategy
Branding
Above
Below
Digital
PR
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One team one message
With so many brand messages coming at consumers from all directions, it’s difficult for consumers keep track? Especially when below-the-line messages do not compliment those above- and online.
IMC in a below-the-line environment is nothing but ensuring the messaging compliments and is consistent with other channels. With IMC, specialist below-the-line agencies or design shops no longer enjoy the luxury of going off on a design tangent and crafting different messages.
Research has proved that integrated communications that remain consistent in a brand-centric™ manner are exceptionally successful. Imagine this. You’re reading the newspaper and a brand message gets your attention. You watch television and you see the same message for the same brand, albeit in a different medium. You go online to see a digital version of the same brand message. The next time you need that service, which brand are you likely to trust?
The G&G insight
IMC is so effective that marketers should select an agency with all skill sets in house that can synchronise an IMC campaign in a seamless, consistent brand-centric™ manner.
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