Question

Review some of the problems that marketers encounter in setting objectives for their IMC programs. Please write at least 5 paragraphs.

Answer 1

The some of the problems that Marketers encounter n setting objectives for their IMC programs are-

Lack of Top management support-

Top management support is very essential in creating objectives because Top management decide what goals and objectives they want to achieve. if they do not put their attention and support in marketing team then IMC program will not be effective. there would be goals which are not strategic at all. Top management must contribute and lead marketing team towards goals for IMC program.

Goals are not SMART-

IMC goals or objectives are effective when marketing team will use concept of SMART goals, SMART goals are specific, measurable, attainable,realistic and timely. IMC without having SMART goals will not be able to set proper objectives. In absence of SMART criteria, the results of IMC will not be measured and successful.

issue in target market and segmentation-

IMC is related to use the different promotional tools at once in integrated manner so when company and its marketing team is not able to find right segment and target market then IMC will not be able to set right objectives. for example- a sensitive toothpaste target all type of customers instead of those customers who eat a lot of sugar, have sensitive tooth problem or children then IMC will not have right objective.

Financial problem-

Marketing and IMC is not a cheap activity. It requires finance and funds which can go up to millions of dollars.marketing team in lack of finance are not able to set objectives because they need to change their objectives according to budget or financial constraints.this is why finance is a problem faced by marketers.

Lack of customer data and purchasing behavior-

Customer data and their behavior like why, how, when they purchase is very necessary to set objectives for IMC. for example- a company has data that its customers purchase more often when there is discount offers then company use all media social media, Tv commercial etc to promote discount or sale offer to customers and set objectives like increase sale by 40%. but if they do not have right amount of customer data then it can be problem.