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."

http://www.businessdictionary.com/definition/integrated-marketing-communications-IMC.html