Intergrated marketing communications

there has been a gradual move towards integrated marketing communications in recent years.

the aim of integrated marketing communcations is to:

ensure that all communications to all potential aduiences are consistent
to create greater reinforcement by the target audiences receiving messages in different ways
be more cost effective
ensure that all potential means of communications are moniotored

Definitions:

FILL,2003: IMC is the management process associted with the strategid development, delivery and dialogue of consistent, coordinated messsages that stakeholds perceive as reinforcing core brand propositions.

Schultz, 1993: IMC is a concept of marketing communcations planning that recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines (for example general advertising, direct response, sales promotion, and plucib relations)...and combines these......

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Title: Imc
Approximate Word Count: 931
Approximate Pages: 4 (250 words per double-spaced page)

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