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Integrated Marketing Communications (IMC) blends various promotional tools and communications/marketing/advertising services and techniques to maximize profit. IMC is ultimately achieved through concise and consistent messaging that fosters familiarity and consumer affinity. Effective IMC messages and images are meaningful and useful to consumers, and messaging and branding consistency - a proven IMC concept - yield customer satisfaction and loyalty.
IMC combines a variety of marketing and advertising concepts and theories and can be challenging because it has multiple working components.
IMC advantages include:
An integral IMC component is the development of a finely-tuned marketing information system with accurate and thorough customer databases that are used to facilitate telesales, online direct marketing campaigns and sales activities. IMC information systems identify, collect and share essential department and agency data. While communicating to vast target audiences, IMC techniques and tools generate leads and provide existing consumers with timely reminders, up-to-date information and special offers.
A well-oiled IMC cooperative integrates production, finance, distribution and communications, which work toward achieving common business goals. Online IMC activities include e-marketing campaigns, pay-per-click (PPC) capabilities, search engine optimization (SEO), banner ads, blogging and micro-blogging, email advertising, radio/TV/Internet ads and podcasts.
Either of the following IMC approaches is cost effective, depending on the size of an organization:
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