Monthly Archives: January 2013

What does integrated marketing communication mean?

Nowadays, there is an endless list of channels and sub-channels marketers can use to deliver messages to their target audience.  In fact, the list is continually growing as new channels evolve.

Here are just ten channels that may be used in a marketing campaign:

  • Magazines
  • Newspapers
  • Television
  • Radio
  • Billboards
  • Sponsorship Opportunities
  • Website
  • Social Media
  • E-mail newsletters
  • Pay-per-click advertising

It is imperative that all of this messaging be:

  • Aligned to the established goals
  • Within the guidelines of the company’s brand
  • Integrated to form one cohesive message

Integrated marketing communication refers to integrating all the methods of brand promotion to promote a particular product or service among target customers. In integrated marketing communication, all aspects of marketing communication (packaging, sales promotion, personal selling, point-of-purchase, direct marketing, public relations, advertising, special events, interactive marketing, etc.) work together for increased sales and maximum cost effectiveness.

“One message, one voice, across all contact points

More precisely, IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers,, employees and other relevant external and internal audiences.

The GOAL of IMC is to generate short-term financial returns and bould long-term brand value through influencing or directly affecting the behavior of the targeted audiences.

In the past lack of integration was more prevalent than today. Many companies treated the various communication elements as virtually separate activities rather than integrated tools that work together to achieve a common goal.



Although Integrated Marketing Communications requires a lot of effort it delivers many benefits. It can create competitive advantage, boost sales and profits, while saving money, time and stress. Using multiple communication tools in conjuction with one another can produce greater results (synergistic effects) than tools used individually and in an uncoordinated fashion. Consistent images and relevant, useful, messages help nurture long term relationships with customers. IMC also makes messages more consistent and therefore more credible. This reduces risk in the mind of the buyer which, in turn, shortens the search process and helps to dictate the outcome of brand comparisons. 


MarCom affects brand development and management in five important ways:

  1. Information and persuasion
  2. Introduction of new brands and extensions
  3. Building and maintaining brand loyalty/brand equity
  4. Creating an image for tha brand
  5. Building brand loyalty in the trade channel


Developing an integrated marketing communications plan requires:

  • Planning
  • Executing
  • Evaluating
  • Controlling



Victoria & Albert Museum: “Hollywood Costume”

Exhibition Duration: October 20th 2012 – January 27th 2013


Dorothy Gale costume from ‘The Wizard of Oz’, designed by Adrian, 1939

This ground-breaking exhibition includes over 100 of the most iconic and unforgettable film characters from a century of Hollywood filmmaking, 1912–2012. ‘Hollywood Costume’ takes us on a three-gallery journey from Charlie Chaplin through the Golden Age of Hollywood to the cutting-edge design for ‘Avatar (2009, Costume Designer Mayes C Rubeo, Deborah L Scott) and ‘John Carter of Mars’ (2012, Costume Designer Mayes C Rubeo): Act 1, Deconstruction, puts us in the shoes of the costume designer and illuminates the process of designing a character from script to screen; Act 2, Dialogue, examines the key collaborative role of the costume designer within the creative team; Act 3, Finale, celebrates the most beloved characters in the history of Hollywood and the ‘silver screen’.

What is marketing all about?

The magic world of Marketing


Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. It includes the coordination of four elements called the 4 P’s of marketing:

1. identification, selection and development of a product,
2. determination of its price,
3. selection of a distribution channel to reach the customer’s place, and
4. development and implementation of a promotional strategy.

However, some people who do not understand marketing think of marketing as ‘the art of selling products’, or simplistically equate it with advertising. Both of these are marketing tactics visible to the consumer. Many people are SURPRISED when they hear that selling is not the most important part of marketing and that not all companies have large advertising budgets. Selling and advertising are only the tip of the maketing iceberg. In fact most of what occurs in marketing happens before the customer sees an advertisement, hears about a new product or service or meets a sales representative. So, in other words, advertising, sales and so on are the final rather than the beggining stages of marketing.

Well said! Peter Drucker, a leading management theorist describes the process of marketing this way: ‘The aim of marketing is to know and understand the customer so well that the product or service fits him/her and sells itself.’

Creativity and innovation are critical! It’s all about finding unique and interesting methods for introducing you and your services/products to potential new clients and reminding your older clients that you’re still alive and kicking, still performing the same services for which they hired you in the past. Companies should create integrated and customised offerings that solve end-to-end customer problems, they must discover unmet customer needs or identify underserved customer segments and create new distribution channels or innovative points of of presence, including the places where offerings can be bought or used by customers.

Marketing is all around us! We get familiar with large number of products through advertisement by passing through malls, watching television, reading magazines and most importantly checking your mail. Everywhere you are at school, working in your office, attending a seminar or in a stadium for football and cricket match your brain will be full of information regarding different products or services.


Lichtenstein: A Retrospective | Tate Modern | Exhibition duration: 21 February – 27 May 2013

… Can’t wait!

Whaam! 1963 | Acrylic and oil on canvas

This spring, Tate Modern is proud to present a retrospective of one of the great American artists of the twentieth century.

Lichtenstein: A Retrospective is the first full-scale retrospective of this important artist in over twenty years. Co-organised by The Art Institute of Chicago and Tate Modern, this momentous show brings together 125 of his most definitive paintings and sculptures and will reassess his enduring legacy. Lichtenstein is renowned for his works based on comic strips and advertising imagery, coloured with his signature hand-painted Benday dots.

The exhibition showcases such key paintings as Look Mickey 1961 lent from the National Gallery Art, Washington and his monumental Artist’s Studio series of 1973–4. Other noteworthy highlights include Whaam! 1963 – a signature work in Tate’s collection – and Drowning Girl 1963 on loan from theMuseum of Modern Art, New York.

The artist’s rich and expansive practice will be represented by a wide range of materials, including paintings on Rowlux and steel, as well sculptures in ceramic and brass and a selection of previously unseen drawings, collages and works of paper.


Princesses of the Mediterranean in the Dawn of History at MCA | 13 December 2012 – 8 May 2013


The Museum of Cycladic Art (Athens, Greece) presents its new archaeological exhibition under the title ‘Princesses’ of the Mediterranean in the dawn of History, curated by the Museum’s Director Professor Nicholas Stampolidis, in collaboration with Dr Mimika Giannopoulou. The exhibition presents 24 examples of ‘princesses’ from Greece, Cyprus, Southern Italy, and Etruria from 1,000 to 500 BC, and over 500 artefacts.

Royal ladies or princesses; priestesses or healers; women of authority or knowledge; local women, who stood apart from the rest; other women, who accepted and adopted the cultural traits of different societies or of the men they married in their homeland – local or foreign men – or even those women, who for reasons of intermarriage, traveled from one place to another, are the women this exhibition examines. Through their stories, one can distinctly perceive how these women played a contributing role in broadening the cultural horizons of their time, including their involvement in the development of the archaic Mediterranean culture.

This exhibition presents real women. Not mythical or other figures. Women who were born, who lived; women of flesh and bone. Or, even better, women whose material remains, their bones, survive and ‘speak’ after thousands of years. When considered with tomb and burial types, funerary customs, and, above all, the grave gifts and other objects (garments and jewellery) buried with them – whether chosen by the deceased in life, or provided after their passing by loved ones to take to Persephone’s meadow – these remains can potentially help ‘resuscitate’ them by lifting the veils of time to see their likeness, however faintly, as far as archaeological thinking and interpretation permits.

The Lady of Lefkadi in Euboea, the Wealthy Athenian Lady from the Areopagus, the famous Picenean queen from Sirolo-Numana near modern Ancone, burials from Verucchio and Basilicata in Italy, from Eleutherna in Crete, from Sindos in Thessaloniki are only a few examples of the exhibition which dazzles with its wealth of objects.


Vasso Katraki “Giving Life to Stone” at the Museum of Cycladic Art

The exhibition ‘Vasso Katraki-Giving Life to Stone’ at the Museum of Cycladic Art presented representative works from the entire artistic production of this great engraver -one of the leading and internationally renown figures of twentieth-century Greek culture.

The selection of the works was organized in two units: the anthropocentric character of her art; and the relevance of the artist’s engraving to the Cycladic marble sculptures of the prehistoric Aegean.

Street Art

New Interactive Street Art from Ernest Zacharevic