integrated marketing communications (IMC) definition

integrated marketing communications (IMC)

Synergistic approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods. As defined by the American Association of Advertising Agencies, IMC " ... 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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