Public Relations, 4th Edition

8Integrated marketing communication

Chris Galloway

In this chapter

1. Introduction
2. Public relations and integrated marketing communication
3. Integration
4. Green or cause-related marketing
5. Planning an IMC campaign
6. Budgeting
7. Advertising
8. Conclusion

Conclusion

Introduction

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 ...