In this chapter
- Public relations and integrated marketing communication
- Green or cause-related marketing
- Planning an IMC campaign
Integrated marketing communications (IMC) uses advertising, sales promotion, personal selling, direct marketing and public relations to achieve marketing goals (Giannini 2010). It is not a matter of simply using different techniques together at the same time, however; it is about creating an appropriate strategy-based frame within which different promotional disciplines are implemented in order to achieve synergy. Synergy means that the sum of the whole is greater than the parts: the effect ...