Integrated Marketing Communication (IMC) is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations and direct marketing to work togather as a unified force, rather than permitting each to work is isolation.
IMC as philosophical concept, dictates that all parties involved in the firm's communication efforts co-ordinate to speak to target audiences with one voice, a unified message and consistent image.
IMC is a process that entails the planning, creation, integration and implemention of diverse forms of marketing promotion. All marketing communications should be; clearly positioned, directed to particular target market, created to achieve a specific objective and undertaken to accomplish the objective within budget constraint.
In the traditional view of marketing communication the concepts; transactions, consumers, one to many and product driven were important but in the integrated communication; relationship, stakeholders, one to few and customer driven communications are important. We could say that in the integrated communication close relationship is more important.
Marketing communication changed because of the development in the informations technologies, changes in channel power, increase in competition, maturing marketing, brand parity, integration of information by consumers and decline in effectiveness of mass media advertising.
When we use IMC we create clarity and we avoide giving conflicting
messages, we create consistency alla messages convey the core values of
corporate identity and brand and we create synergy that messages
reinforce each other through repetition and development.
Integration is very important in everywhere. There is a proverb ''union gives strength'', you could create big effect with creating synergy. In marketing when brand messages are integrated they reinforce each other and create synergy effect like 2+2=5.
