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How integrated marketing communications provides synergy within an organisation
The purpose of this essay is to discuss the notion that integrated marketing communications provides synergy within an organisation. In order to do that it is imperative to define IMC first. Marketing communications are communications with target audiences, having the purpose of influencing costumer behaviour. It involves managing the marketing communications mix. The marketing communication mix also known as the promotional mix consists of 4 elements; public relations, advertising, sales promotions and personal selling (Pickton and Broderick,1995:3-8). IMC tries to align and to integrate those efforts. Shimp(1986:12) gives the following definition: IMC is the process of developing and implementing various forms of persuasive communications programs with costumers and prospects over timeÂ…IMC considers all sources of brand or company contacts which a costumer or prospect has with the product or......
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Title: Marketing In Progress
Approximate Word Count: 737
Approximate Pages: 3 (250 words per double-spaced page)
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