What is Integrated Marketing Communications (IMC)
Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner... [Read more of this post]
Reasons for the Growing Importance of IMC
Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers: From media advertising to multiple forms of communication. From mass media to more specialized (niche) media, which are centered around specific target audiences. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market. From general-focus advertising... [Read more of this post]
Selecting the Most Effective Communications Elements
The goal of selecting the elements of proposed integrated marketing communications is to create a campaign that is effective and consistent across media platforms. Some marketers may want only ads with greatest breadth of appeal: the executions that, when combined, provide the greatest number of attention-getting, branded, and motivational moments. Others may only want ads with the greatest depth... [Read more of this post]
Integrative Marketing Chart
