Instant Access To 100,000+ Essays!

There are indications that the integrated marketing communications (IMC) concept is finally achieving mainstream acceptance. One fact that proves this is the high number of marketing people who willingly attend symposiums sponsored by the Advertising Research Foundation devoted to the topic of IMC. (Is IMC finally…) Integrated Marketing Communication (IMC) is defined as a concept of marketing communications planning that recognizes the added value of a comprehensive plan. (Kotler p 583) IMC is a plan that evaluates the strategic roles of a variety of communications disciplines. Some communication channels are advertising, direct response, sales promotion, and pubic relations. The goal for a company using IMC is very basic. Take a variety of ways to “talk” to the public and combine them to create an impact on people. IMC is becoming a popular concept for business people all over the world. IMC forces management to think about every way the customer comes in contact with the company. If a company has a new product or event they wish to promote, and chooses only to produce commercials about it, will loose out on customers. There are potential buyers who do not watch television. These people will never know about t