One of the primary motivations why Starbucks and many more companies move towards IMC is the reduction in costs through this approach. The rise in some media costs, most notably television through 1990s, the proliferation of media opportunities and the splintering of audiences has led to a review of the communications strategies used by organizations and a reformulation of their promotional and media mixes. By reducing their reliance on above-the-line media and by attempting to move towards the use of media-neutral mixes to deliver consistent messages that cut through the increasing clutter, Starbucks has moved towards some form of integrated marketing communication activity.
Forse 3
Agreeing a definition of IMC is proving elusive but one of the more popular, simple and intrinsically satisfying views of IMC is that the messages conveyed by each of the promotional tools should be harmonized in order that audiences perceive a consistent