integrated marketing communications (IMC)



An approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other.

As defined by the American Association of Advertising Agencies, integrated marketing communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact."

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  • The integrated marketing communications were vital to our success with regards to the business because we were able to maintain close contact throughout.

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  • The creative director asked his copy writers to create an integrated marketing campaign using integrated marketing communications. They would employ these strategies through multiple marketing communications. This meant creating print advertisements that would be reinforced with radio and television ads, along with guerrilla advertising.

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  • You should try to figure out the INTEGRATED MARKETING COMMUNICATIONS plan before you start so that you can foresee any problems.

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