Integrated Marketing Communications(IMC)

“Integrated Marketing Communications is a process which involves the management and organization of all agents in the analysis, planning, implementation and control of all marketing communications contacts, media, messages and promotional tools focused at selected target audiences in such a way as to derive the greatest economy, efficiency, effectiveness, enhancement and coherence of marketing communications effort in achieving predetermined product and corporate marketing communications objectives.”

Picton and Broderick (p67)

With the increasing range of media options and number of possible channels the need for tightly co-ordinated communications is clear and the difficulties in achieving are also self evident.

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