Integrated Marketing Communication (IMC) is a term that emerged in the late 20th century regarding application of consistent brand messaging across myriad marketing channels. The term has varying definitions depending upon the source cited. These definitions continue to form an ongoing discussion in marketing - and therefore are included here for review, as the differences in these discussions can play a part in how IMC is viewed and utilized.
The first definition for integrated marketing communication came from the American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other."The 4A's definition of IMC recognizes the strategic roles of various communication disciplines (advertising, public relations, sales promotions, etc.) to provide clarity, consistency, and increased impact when combined within a comprehensive communications plan. Basically, it is the application of consistent brand messaging across both traditional and non-traditional marketing channels.
The journal of integrated marketing communication from the Medill school of journalism at northwestern university refers to IMC as a 'strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified by another mediums strength, with elements synergized to support each other and create greater impact.
FORMS OF IMC
- Organizational culture
- The organization's vision and mission
- Attitudes and behaviors of employees & partners
- Communication within the company
- Four P's
- Price, pricing plans, bundled offerings
- Product (product design, accessibility, usability)
- Promotion
- Place (point of purchase, in-store/shopper experience)
- Advertising
- Broadcasting/mass advertising: broadcasts, print, internet advertising, radio, television commercials
- Outdoor advertising: billboards, street furniture, stadiums, rest areas, subway advertising, taxis, transit
- Online advertising: mobile advertising, email ads, banner ads, search engine result pages, blogs, newsletters, online classified ads, media ads
- Direct marketing: direct mail, telemarketing, catalogs, shopping channels, internet sales, emails, text messaging, websites, online display ads, fliers, catalog distribution, promotional letters, outdoor advertising, telemarketing, coupons, direct mail, direct selling, grassroots/community marketing, mobile
- Online/internet marketing
- E-commerce
- Search engine optimization (SEO)
- Search engine marketing (SEM)
- Mobile Marketing
- Email marketing
- Content marketing
- Social Media ( Facebook, Twitter, LinkedIn, Google +, Foursquare, Pinterest, Youtube, Wikipedia, Instagram)
- Sales & customer service
- Sales materials (sell sheets, brochures, presentations)
- Installation, customer help, returns & repairs, billing
- Public Relations
- Special events, interviews, conference speeches, industry awards, press conferences, testimonials, news releases, publicity stunts, community involvement, charity involvement & events
- Promotions
- Contests, coupons, product samples (freebies), premiums, prizes, rebates, special events
- Trade shows
- Booths, product demonstrations
- Corporate philanthropy
- Donations, volunteering, charitable actions.
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