How Does Integrated Marketing Communications Differ from Traditional Advertising and Promotion?

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ADVERTISING How does integrated marketing communications differ from traditional advertising and promotion? Integrated marketing communications (IMC)uses all communication channels for marketing its message; it is a holistic approach to marketing communication. The aim of integrated marketing is to ensure consistency of a message and the complementary use of media. The IMC business strategy process recognizes a number of relevant audiences external and internal promoting the company for its employees as well as customers prospects, suppliers, investors, interest groups, and the general public through different channels. Thus the basic difference is where IMC treats the promotional mix (sales promotion, advertising, direct marketing, interactive, personal selling and public relations) as one thing, traditional advertising and promotion handled them as separate entities What are some of the reasons more marketers are taking an IMC perspective to their advertising and promotional programs? Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. For many years, advertising and promotion mostly consisted of mass-media forms like TV, radio and print media. A business would simply rely on their advertising agency to develop a TV ad for example in order to get their message out. Things like Sales Promotion and Direct Marketing were

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