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"Integrated marketing communication simply recognises the need to plan and build up all relevant marketing communications so that they work together in harmony to the greatest effect with greatest efficiency" (Pickton and Broderick, 2001: 47)
Linton and Morley "list ten potential benefits of integrated marketing communications" (Linton and Morley 1995: 124)
Creative Integrity
Consistent Messages
Unbiased Marketing Recommendations
Better Use of Media
Greater Marketing Precision
Operational Efficiency
Cost Savings
High-calibre consistent service
Easier working relations
Greater agency accountability
In brief the value of IMC is that it will help an organization
Assess the market and set their objectives
Hone communication messages and target key stakeholders
Leverage resources
Build internal databases and marketing resources
Tie together the tone and style of all corporate communications, collateral and advertising......
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Title: Integrated Marketing And The Many Factors
Approximate Word Count: 600
Approximate Pages: 3 (250 words per double-spaced page)
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