Integrated Marketing Communications (IMC) and Marketing Comparison

Essay by hoovercgUniversity, Master'sA+, May 2006

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Integrated Marketing Communications (IMC) is defined as: "A management concept that 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." (, 2006) When a company selects and implements an IMC campaign, that company can focus all of its advertising and promotional efforts towards delivering the same united message and reaching their specific objective. All of the marketing tools utilized by the company can be focused and synergized with each other and their effectiveness can increase significantly. The marketing message relayed by the company is clear and consistent and is able to reach the target audience without confusion while ensuring that all of the segments of the campaign have been reached. The Integrated Marketing Communications of a company can differ from profit to not-for-profit organizations. As IMC has previously been defined, its definition will be shown in the differences of the two types of organizations as well as providing a current real world example for review.

"IMC as the promotional mix - managing the P (of the 4 P's) that is promotion - but blending it with the communications efforts of other departments such as public relations and corporate communications, so the company speaks with one voice and its messages are consistent. Managing the promotional mix used to be fairly easy - there were only mass communications options of direct mail, advertising, public relations, etc. - then technology changed all of that. The Internet, wireless, MP3 players, Bluetooth - technologies that changed the way we communicate with everyone, including employees and customers." (Gray. March 7, 2006) Managing the four P's of Marketing are important for both profit and not-for-profit companies; however, each approach the IMC process...