Advertising and the Integrated Marketing Communications (IMC) Process
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Kim, Y. and Lowrey, T. M. 2010. Advertising and the Integrated Marketing Communications (IMC) Process. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
In this cluttered and fragmented media environment, only advertising in traditional media (or a mix of one or two other promotional tools) does not enable marketers to reach their target market. Thus, integrated marketing communications (IMC) are required. IMC involves strategic synchronization of various forms of persuasive communication programs with customers and prospects over time. The goal of IMC is to convey a company's marketing messages in a consistent and coherent manner through different promotional channels. The utmost task for IMC is ensuring consistency in messages and executions so that the target audience is able to connect any execution to the brand in the end.
- synchronization of persuasive communication programs;
- consistent look and feel;
- ensuring consistency in executions