Integrated Marketing Communications
What is Integrated Marketing Communications (IMC)? IMC is a simple concept; it is a process for managing customer relationships that drive brand value (Duncan, 2002). Integrated Marketing Communications refers to a 'multi-disciplinary field that combines traditional and new media practices' (Masters In Communications) . What does it involve? IMC involves clearly identified communication objectives, full range of target audiences, management of all forms of contact, range of media and promotional tools and selecting the most effective promotional mix (Pickton & Broderick, 2001). Some tools that can be implemented for IMC include advertising, sales promotion, public relations, personal selling, direct marketing, mobile marketing, email marketing as well as social media marketing. Lets take a look an an example! Apple have integrated their campaigns through traditional and digital advertising. They have recently launched their new iPad Air this month. One of their soci...
