Integrated marketing communications

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Integrated marketing communications ( IMC ) is the use of marketing strategies to optimize the communication of a company’s brands. [1] Coupling methods together improves communication as it harnesses the benefits of each channel, which when combined together builds a clearer and vaster impact than if used individually. [2] IMC requires marketers to identify the boundaries of the promotional mix elements and to consider the effectiveness of the campaign’s message. [3] History Integrated Communications (IMC) was first defined by the American Association of Advertising Agencies (4A’s) in the early 1990s as “a comprehensive plan to further assess the strategic roles of a range of different communications disciplines.” (Boundless, 2015) Examples include; “general advertising, direct… Read More