Can IMC be effective for brands?

To start us out with our discussion, we have to first understand the meaning of IMC or even what is stands for? So...

What is IMC?

According to Lumen, IMC stands for 'Integrated Marketing Communications'. Basically, it is an approach to create a unified and seamless brand experience for customers across various channels.

What are the various channels used in IMC?

Melina Miller argues that there are 2 different types of media channels can be used together, which are:

  1. Traditional media channels → offline communication methods to reach broad audiences
    • Pros:
      • Impactful, Permanent, Memorable
    • Cons:
      • Hard to measure, Expensive, No direct interaction
    • Examples:
      • billboard, TV, radio, newspaper, direct mail, etc.
  2. Digital media channels → online communication methods to raise brand awareness
    • Pros:
      • Engagement, Targeted, Measurable
    • Cons:
      • Potentially annoying, Not permanent, Constantly evolving
    • Examples:
      • social media platforms, SEO, email marketing, display ads, etc.

Why use IMC?

IMC provides brands an efficient way in managing customer relationship, to gain brand value. According to Grace Pinegar, there are more pros than cons in having IMC campaigns:


  1. Effective and Cost-efficient
    • it ensures consistency in messaging across channels & surrounding publicity comes for free due to the sharing of content among consumers
  2. Integrated marketing is everywhere
    • with constant exposure to the ads everywhere, it will increases the consumers awareness with the product, thus driving them to purchase
  3. Builds customer relationship
    • 2-way communications of consistent message between brands and consumer, will increase consumers' trust in brands


  1. Restriction of ideas
    • due to having consistent messaging across all channels, campaigns idea has to be suitable to perform for all channels
  2. Inconsistency within management teams
    • there might be difference in interest via different teams in the company, resulting ineffective campaign execution process

A successful IMC campaign:

Channels used: iTunes, Youtube, Mobile game, Merchandise

Melbourne Metro Trains created an IMC campaign to target younger audiences to get across important public service messages. This campaign had a song named – ‘Dumb Ways to Die’, which reached in the top 10 in iTunes and 1 million views in YouTube within 24 hours. The campaign also included having mobile game app (No.1 in 53 markets), merchandise and ads on its trains portraying its iconic characters.

Due to its consistent messaging across all platform, it resulted in 21% reduction in accidents incurring on the network. Thus, being a successful IMC campaign.

What do you think about using IMC? Personally, I would since it offers brands to have better relationship with its customers.

8 responses to “Can IMC be effective for brands?”

  1. Hi, I enjoyed reading your post and get to learn what is IMC. Personally I would use IMC as well due to the benefits it provides. Besides the successful campaign example that you gave, is there a brand or businesses that had a unsuccessful IMC campaign? Would like to hear your thoughts about it, thank you!


  2. Hey Nazreen, thank you for such an informative blog post and I have gained greater insights on the pros and cons of having IMC campaigns. However, I do think that having a consistent alignment for your blog will make it easier for readers to view the content.

    Personally, I agree with you on your takes on engaging in IMC campaign as I feel that it aids in building trust and awareness with consumers over time.

    Having said that, in your opinion, what do you think is an example of a failed IMC campaign?

    Overall, good job and I’m looking forward to your reply! 🙂


  3. Hello! Thoroughly enjoyed reading your post! You managed to convey the pros and cons of using traditional and new media effectively! Using the example of dumb ways to die is an interesting one! I still remember when it started to gain traction and how it was so popular with the catchy songs and cute graphics back then!

    An opinion on improvement would be the formatting of the website! Having a consistent flow with aligned paragraphs help to guide the reader visually along to the next point! Additionally, maybe could have touched on the negative aspects of the campaign, as they used vaguely gory images how did the public respond to that?

    Overall its a great read! Looking forward to seeing the next one!


    1. Hi Eadric, thank you for taking the time to read my blog and for the kind words:)

      As for your question, the gory imagery did not impact the success of the campaign as ultimately the goal is to show the danger of accidents occurring on the metro network, which the the imagery helped in showcasing. Additionally, using cartoon characters was great way to dampen the goriness aspect compared to using live-action instead. Some parents might have been worried nonetheless, but at the end of the day, the imagery helped in carrying the message across effectively.


  4. Hello Nazreen,

    I like the way you presented the information for your blog post! It is clear and direct with explanations and examples. 🙂 Also, I think IMC is an approach used to bring a positive impact to businesses.

    From the Melbourne Metro Trains example provided, the method they conveyed its message to their younger audiences is unique and customized. I understand that the channels selected are very crucial to ensure that its message is being directed to the right audiences. However, do you think there are other channels that they might have left out or any other areas that you think they can improve on their IMC?


  5. Hello Nazreen,

    I enjoyed reading your blog! It is very informative and engaging. I like how you explained with various channels used in IMC and its pros and cons.

    I do agree with you that IMC campaign offers brands to have a better relationship with their customers as they are able to communicate with their customers with different methods. A IMC strategy may also help the brand to reach more potential customers effectively.

    All in all, it was an insightful post!


    1. Hello Chern Ying, thank you for taking the time to read my blog post. I appreciate the kind words. I do agree with you that it will help brands reach new customers due to the use of various different channels. This can also be seen via my example mentioned above as IMC strategy was used in reaching younger audiences.


  6. Hi Nazreen, I enjoyed reading your blog and i have a better understanding of IMC after reading your blog as it is very informative.I like how u give examples of successful IMC campaigns. Oversell, it’s great and thank you for writing such a good blog. Looking forward to your next post. Keep it up!


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