integrated marketing communications (IMC)
Definition
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.”
integrated marketing communications (IMC) is in the Advertising, Marketing, & Sales subject.
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