Well, if you are about to write a research or an essay on that topic, I would suggest you start by defining the ‘integrated communication’ first. I guess we need to consider so called IMC here, which is Integrated marketing communications. I like the definition which says IMC is a concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines. I.e., general advertising, sales promotion, public relations and direct response. It also combines these disciplines to provide clarity, consistency and maximum communication impact. I guess it was from Percy, 2008. According to Fill (2009), IMC can represent both a strategic and tactic approach to the planned management of an organization’s communications. It also requires that organizations manage their various strategies, resources, and messages to enable meaningful engagement with target audiences.
Almost every marketing communication task is an opportunity for IMC, and identifying the main touch points for communication comes from an understanding of how customers make brand decisions. This is the central element of strategic planning process.
When speaking of The Body Shop, which is a famous English cosmetic brand with more than 2000 stores in 12 time zones, we must admit it is the best industry example of implementing IMC successfully. It has been claimed as a highly popular international chain of retail stores. The product ingredients are all natural and are bought from developing countries, and none of the testings is done on animals. The company does not use traditional advertising. They use a range of marketing communications tools and has done very well to integrate the disparate components to create special impact. The aim is not on producing a creative ad that only grabs attention or gets an audience to laugh. Many marketing communication specialists get carried away by developing amazingly creative work that wins them communication award.