Aug 28 2010

What is integrated marketing communications?

Category: Marketing


Integrated marketing communications or IMC is a method of coordinating a consistent message using a variety of marketing resources. This strategy centers on identifying and developing the proper combination of online and offline marketing channels to influence the relationship between brand and consumer. It is also used to determine how different messages reach consumers as well as understanding how consumers respond to these different types of media.

In other words, integrated marketing communication is used by companies to coordinate advertising, sales promotion, personal selling, and publicity in order to display a single consistent image for the product and company.

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