Chapter 8

Planning for Integrated Marketing Communications

So what is integrated marketing communications or IMC? Having integrated marketing communications aims to ensure the consistency of the message and the complementary use of media. IMC requires the careful mixing of all marketing communication tools (the promotion mix elements), approaches, and resources within a company to provide a clear and distinct, coordinated message to target audiences. At the heart of marketing is communication—you can’t sell something if you don’t have a consumer to buy it, and you can’t have a consumer unless you tell them about your company, your products and services, and the benefits of buying such products and services.

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