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IMC Objectives

Every small business must decide what it wants to accomplish with its IMC plan. Although many

IMC plans may be oriented toward a single objective, it is possible for a program to accomplish

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more than one objective at a time. The problem is that this may be confusing to potential

customers. [3] IMC objectives can fall into seven major categories: increase demand, differentiate

a product (stressing benefits and features not available from competitors), provide more

information about the product or the service (more information seen as being correlated with

greater likelihood of purchase), build brand equity (the value added to a brand by customer

perceptions of quality and customer awareness of the brand), reduce purchase risk (important

for new products and gaining new customers of current products), stimulate trial (to build new

brands and rejuvenate stagnant brands), [4] and brand recognition.

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