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Definition

Integrated marketing communications (IMC)

Integrated marketing communications (IMC) is a concept that carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Integrated marketing communications calls for recognizing all touchpoints where the customer may encounter the company and its brand. Each brand contact will deliver a message- whether good, bad, or indifferent. The company’s goal should be to deliver a consistent and positive message to each contact. IMC leads to a total marketing communications strategy aimed at building strong customer relationships by showing how the company and its product can help customers solve the problem.

Definition 2.

Integrated marketing communications (IMC) is a concept of marketing communications planning that recognizes the added value of comprehensive plan. It refers to planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. This planning process evaluates the strategic roles of a variety of communications disciplines- for example, general advertising, direct response, sales promotion, and public relations- and skillfully combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of messages.


Integrated marketing communications (IMC) is the coordination of all promotional activities— media advertising, direct mail, personal selling, sales promotion, and public relations—to produce a unified customer-focused message.

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