A holistic method of advertising is integrated advertising communication which aims to ensure uniformity of the message and the complementary use of media. In this article, you will know the challenges in IMC. This concept protects both online and offline advertising channels. IMC is the most favorable way of promoting the products and services of the organization. However, it is an enormously sluggish technique.
Challenges in IMC
The cause behind that is diverse challenges confronted with the aid of the enterprise at some point in the implementation of IMC. Some of them are as follows:
1) Top Management Support
Implementing IMC entails several changes to an organizational degree, which is only feasible with the company’s consent. Hence, pinnacle control performs a crucial role in the successful implementation of IMC. As it is one of the challenges in IMC. Sometimes, pinnacle management won’t permit the IMC system implementation due to ego troubles or one-of-a-kind viewpoints.
2) Organizational Barriers
The company’s organizational shape acts as any other venture in implementing IMC. Typically, groups consist of several departments with responsibilities, while IMC calls for a bendy hierarchical organizational structure. A flexible shape facilitates the corporation to comprise all of the verbal exchange characteristics in a centralized way. Many groups are nevertheless pursuing Strategic Business Units (SBUS) strategy and a valuable method, where each unit makes their selections. In this scenario, it will become hard for a business enterprise to combine its conversation program.
3) Cultural Factors
The organizational lifestyle may also avert the implementation of IMC. For success, marketing communication, cooperation and coordination among the employees is vital. If the organizational tradition is unwilling to undertake the changes, then this can reason problems inside the implementation system. Mainly, government-controlled corporations are likely to refrain from undertaking any changes.
4) Functional Specialization
The specialized function of personnel additionally acts as a barrier in integrating advertising verbal exchange procedures. The IMC concept states that the contributors to the pinnacle management of any corporation have to be conversation generalists. The idea of IMC encompasses a broader view of the marketplace, customers, competition, and communique. Regarding the IMC concept, agencies are schooling their personnel to become professionals in a particular field. But, the specialists rarely communicate with other purposeful businesses. All the practical businesses paint in the direction of their objectives following a specific method within a restrained budget.
Decentralization is the procedure of redistributing the power and authority of choice-making powers amongst all the personnel so that they may be responsive to customers’ needs immediately. Various control theories also observe the idea of decentralized decision-making as opposed to the conventional one, wherein the selection is taken with the aid of pinnacle management with the aid of the top-down technique it receives conveyed at all degrees of enterprise.