Integratd Marktng Communicatns

3 Credits · Level: Undergraduate

Simplistically defined as “speaking with one voice” in all marketing communications and media, the IMC concept recognizes the environmental changes of market demassification and media fragmentation. IMC focuses on the use of the traditional marketing communication tools of advertising, publicity, personal selling, public relations, sales promotion, and direct marketing in a way that promotes both synergy and a continuing dialogue with the customer. IMC also recognizes that these traditional efforts must be coordinated with new realties including internet communications, social media, mobile apps and marketing, location-based marketing, direct response television, etc.