Integrated Marketing Communications (IMC) is a system of management and integration of marketing-communications elements – advertising, publicity, sales promotions, sponsorship marketing and point-of-purchase communications – with the result that all elements adhere to the same message.

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The intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message

 

Def: IMC is the development of an Integrated  Comprehensive Marketing Communication (Promotion) Plan that links the marketing function with the communication function to deliver Effective Marketing Messages capable of (1) informing, (2) convincing and (3) persuading people to buy.

 

The goal of Integrated Marketing Communication (IMC) is to produce a unified promotional message that has the customer as its focus. All promotional activity such as media advertising, sales promotion, personal selling sponsorships, and public relations are geared to deliver a consistent uniform message.

 

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