control and coordinate all communications process called integrated marketing communications (IMC). But what is the IMC and why is it important?
By definition, integrated marketing communications is the concept of marketing communications planning that recognizes the added value of a comprehensive plan. Such a program evaluates the strategic role of a variety of communications disciplines and combines these disciplines to provide clarity, consistency and maximum impact through the seamless integration of individual discrete message.
mind that (a) the mass market may be fragmented into numerous small markets (with each mini-market requires its own approach), (b) there is continuous spread of new types of media, and (c) is growing sophistication of consumers, it is clear that there is indeed a need for the market to take advantage of a variety of communication tools to efficiently deliver messages to specific audiences. Market should combine personal and impersonal communication channels to achieve maximum impact (ie control multiple vehicles, multiple-stage campaigns). Therefore, it is clearly important for the company to move toward integrated marketing communications, and lack of resulting uncoordinated communications and image flow.
A comprehensive integrated marketing communications program can cause greater message consistency. It can also help to build brand equity and create more sales impact. Alternatively, you can combine the brand image of the company and messages as they come in through multiple activities. In simpler terms, IMC improves the company’s ability to reach the right customers with the right message at the right time in the right place.