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Integrated Marketing Communication Guide

IMC is an approach that integrates all marketing communication channels to deliver a consistent message about an organization and its products, the AMA defines IMC as a planning process to ensure all brand contacts are relevant and consistent for customers over time, and IMC plays a role in the overall marketing process.

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262 views1 page

Integrated Marketing Communication Guide

IMC is an approach that integrates all marketing communication channels to deliver a consistent message about an organization and its products, the AMA defines IMC as a planning process to ensure all brand contacts are relevant and consistent for customers over time, and IMC plays a role in the overall marketing process.

Uploaded by

Divya Bharathi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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BA4010 INTEGRATED MARKETING COMMUNICATION

Definition of IMC
US marketing guru Philip Kotler describes an Integrated Marketing Communications approach as.
"the concept under which a company carefully integrates and co-ordinates its many
communications channels to deliver a clear, consistent message about the organisation
and its products".
Meaning of IMC
The American Marketing Association defines IMC as “a planning process designed to assure
that all brand contacts received by a customer or prospect for a product, service, or
organization are relevant to that person and consistent over time.”
ROLE OF IMC IN MARKETING PROCESS

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