Integrated Marketing Communications
There is no agreed definition of IMC as it depends on the organizations approach to marketing. However, a working definition is in place. IMC is defined by Shimp as “a communication process that entails planning, creation, integration and implementation of diverse forms of marketing communications that are delivered over time to brand’s targeted customers and prospects.” Clow on the other had defines IMC as “a management concept designed to make all aspects of marketing communication work together as a unified force, rather than working in isolation to maximize cost effectiveness.” Though definitions may differ, all have common features: all marketing activity takes the consumer as starting point; speak with a single voice, that is, convey consistent message across diverse contact points; involves building relationships; uses any form of relevant contact or touch points and is aimed at affecting behavior.
The goal of IMC is to integrate or unify the different marketing communications rather than using them in isolation to produce better results and reduce costs. Since customers have advanced technology tools such as iphones and internet, they can access information at any place and time and can also share information as opposed to being passive. Furthermore, customer-focused approach means customers needs to be taken into consideration ad for efficiency, integrating the marcom is essential. It also allows for delivery of a consistent message as well as