Communication: Integrated Marketing Communication Vs. Traditional Advertising

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Recommended: Integrated marketing Communications is increasingly being accepted because

Integrated Marketing Communication versus Traditional Advertising
Before the days of the internet and all the new forms of communication currently available businesses had to use traditional advertising that consisted of TV commercials, newspaper ads, magazines and radio (also known as mass media). This form of advertising attempts to reach as many people as possible without being able to measure the full effects of the ads (Belch, Belch, & Guolla, 2008, p. 9). The ads needed to be attention grabbers in order to draw the consumer in and keep their focus or your target audience would skip right over it and not even know. With mass media there is no personal interaction that occurred between businesses and possible consumers. The ads were put …show more content…

This includes all aspects of traditional advertising and the new forms like the internet, personal selling, point-of-purchase, events and sponsorships, and product placements (Belch, Belch, & Guolla, 2008, p. 20). With this approach, not only do businesses have a better chance of reaching their target audience, they are now provided with personal customer interactions. IMC provides businesses with the opportunity to reach a larger target market depending on the message or advertisement they are looking to provide the …show more content…

Each ad can have different effects on different people depending on the state of mind of the consumer and even where they are in life. One person can see an ad and it create a want for them they didn’t know they had, while someone else can see the exact same ad and be offended.
Ads can have a negative impact on the way people view themselves and what expectations they feel they need to live up to. An example of this is the constant in your face view on the perfect body type, a stick figure model with perfect skin and impossible curves. Seeing these models in all aspects of advertising provides woman with this false sense of what they need to look like and the discouragement of never getting there. The younger generation is growing up with a lack of self-esteem and constantly not being able to be happy with what they have, always focusing energy on the negative. What is not realized is that these people usually do not look anything like what is presented through the media. They are average people that were victims of Photoshop to the extreme. It is very interesting the ads you can come across now that show the beginning photo that is taken and then the finished product that we as consumers get to

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