the changes to IMC strategy a company faces in light of the

the changes to IMC strategy a company faces in light of the digital upheaval led by Google, Yahoo, Microsoft, and others.

This is for promoting and adverstising course

Solution

The classic pyramid of agency skills represent a hierarchy which is more about traditional values than a response to the changing requirements of the client base. Progressive agencies have to provide their client base with specialized inputs which their businesses demand. Many agencies have already restructured to provide everything from strategic input to marketing communications planning, the development of sales, and other direct marketing campaigns.

An increasing number of clients have developed their own strategies on a global or multinational basis and the consequence is that many advertisement professionals will do more business away from their home countries as they build confidence and expertise in the global market. It is increasingly less about winning awards than specific objectives of the marketing communications plan.

The Creative Communication Management (CCM) is born from IMC theory. It proposes a change from “communication is marketing” to “communication is management”. In the current digital era, CCM provides a solution to the challenges of the evolving media landscape. Relying on digital technology, the Internet restores and enriches communications the world over.

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