Integrated Marketing Communications

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Integrated Marketing Communications


‘Integrated Marketing Communications (IMC) .The concept under which a company carefully integrates coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

IMC starts with the identification of consumer needs. IMC builds a strong brand identity in the market-place by tying together and reinforcing all your images and messages. IMC means that all your corporate messages, positioning and images, and identity are coordinated across all [marketing communications] venues. It means that your PR materials say the same thing as your direct-mail campaign, and your advertising has the same ‘look and feel?as your Web site.?

(Kotler & Armstrong, Principles of Marketing, Prentice Hall, 10th Edition, Page 469)


There are many reasons why marketers are adopting the IMC approach

A fundamental reason is that they understand the value of strategically integrating the various communication functions rather than having them operates autonomously. By coordinating their marketing communications efforts, companies can avoid duplication, take advantage of synergy among various promotional tools, and develop more efficient and effective marketing communications programs. Advocates of IMC argue that it is one of the easiest ways for a company to maximize the return on its investment in marketing and promotion.

The move to IMC also reflects an adaptation by marketers to a changing environment, particularly with respect to customers, technology, and media. Major changes have occurred among consumers with respect to demographics, lifestyles, media use, and buy...

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