The integrated marketing campaign cannot be successful if the different deliverables are not put in a direct fashion towards the target audience. no matter it is the primary one or the secondary target market. The marketing plan, however, remains the key in such a situation and it cannot be counted off, no matter how difficult the undertakings or executions of the IMC turn out to be. Thus IMC and MC must go hand in hand towards a successful execution of the product and/or service’s message geared towards the relevant target audience.
Message consistency is indeed a significant aspect of the integrated marketing campaign since the old campaigns might just get mixed with the newer campaigns that are brought forward by the relevant brand, which could either be a product or a service and in some cases, a hybrid also works to some effect. The message must remain geared towards a selected target audience as this ensures that there are no shortcomings on the part of the people for which the message is put out, in the first place. With that, we must understand that a well balanced IMC campaign looks to plug the shortcomings which usually arise in the wake of changing messages and when certain strategies and tactics are amended for one reason or the other. The reasons could be aplenty but the most important thing here to understand is the fact that the message must remain synchronized and there are no double meanings or embedded messages beneath the new campaign brought forward by the product and/or service. Message consistency within an effective and efficient IMC campaign suggests that the brand team has done its homework well and that there are no hindrances in the wake of it achieving short-term benefits and long-term, strategic profits. .