Individual Report (IMC) tools on (Brecon Jazz Festival) Essay

Individual Report (IMC) tools on (Brecon Jazz Festival) - Essay Example The festival was held in 1984 for the first time. Usually the event is held in the first week of August. This year the event would be held on 11th of August. The main objective is the festival is to bring Jazz lovers from various parts of the world. But the significance of the program is actually more than just music, as such events help the nation of Wales to improve tourism and boost economy. It is believed that the difference between a successful event and a not so successful one lies in the essence of good marketing and communication plan. Experts believe that one of the best ways to market an event is through suing all the elements of the communication mix i.e. through integrated marketing communications or IMC. The study looks to focus on the analysis of various elements of the communications mix and the implications of various elements of the communication mix in order to market the event effectively to the target audience (Henry, 2008, p. 89). Literature Review Marketing mix is a set of elements that a company or as a matter of fact any organization can use to its advantage for the marketing purpose. Neil Borden first termed these elements as marketing mix. Later E. Jerome McCarthy reduced the twelve elements to for elements and termed those four elements as the four P’s of marketing. The four P’s of marketing would be product, price, place, promotion. The integrated marketing communication belongs to the 4th P- Promotion. Promotion means to convey the main attributes of the product to the customers. Promotion is mainly used by the marketers to generate demand among the audience. Mainly marketers use the promotional mix or the communication mix to promote a product. The various elements of the promotional mix are Advertisement, Sales Promotion, Public Relation, Personal Selling and Direct Marketing (Kotler, 2001, p. 25). As the business environment became competitive, the marketers felt a need for a more integrated approach towards the mar keting and communication process giving birth to integrated marketing and communications approach. IMC can be defined as an integrative approach to achieve efficiency through synergy. IMC approach involves the application of all communication elements that allows an organization to express itself with one voice and one look (Proctor, 2002, p.121). IMC is a customer centric marketing and communications approach which helps an organization to integrate all the elements of the promotional mix to position and promote a product or business in the market. The American Marketing Association has defined IMC as a concept that identifies the value of a detailed and comprehensive plan that evaluates the key strategic roles of various mediums and techniques of communication to maximize the impact of communication . (Czinzota, Ronkainen, Moffett, Marinova & Marinov, 2009, pp. 423-429). Across the globe there happens to be continuity in the de-regulation in market and emergence of customized segm entation customer tastes and preferences. Therefore IMC has not been an easy process as it had to deal with various internal and external changes such as the rise of the digital medium, consumer empowerment, fragmentation of media, increase in advertisement clutter, etc. Among this the rise of the